… is perhaps best illustrated by this clip of the network providing a spoiler for its own coverage of American swimmer Missy Franklin's dramatic race:
Millennials are in open revolt over NBC's tight control over its coverage, especially the long delays between the events occuring in the UK and their airing on American TVs:
At the centre of controversy was NBC's attempt to leverage maximum revenue from the Games, for which they paid almost a billion dollars, by foregoing live coverage of high-profile events. Instead, it intends to footage on time-delay during evening prime time, when brands will pay a premium to advertise. The tactic may very well be the most lucrative for NBC, but it's the least satisfactory for viewers, and seems to blithely ignore the advent of the internet era. It meant, for example, that Saturday's titanic swimming clash between Michael Phelps and Ryan Lochte wasn't broadcast in the USA until several hours after it took place. Adding insult to injury, NBC had already announced the result on its own evening news bulletin.
And the time delays are creating all sorts of spoilers via social media:
What's different in these Games isn't the time-shifting itself; it's that time-shifted coverage is no longer the only coverage available to us. "Real time" is now a default option in a way that it wasn't back in 1996 — or even, given the rise of Internet connections, in 2008 or 2010. That London 2012 is the first real "Social Media Olympics" is a cliché because it's true: