Summary:

After holding back popular events shown in prime time for its previous Olympics coverage, NBCUniversal — now operating under Comcast instead of General Electric — plans to stream each and every sport live for the upcoming London Games.

Yes, you will be able to see men’s doubles table tennis live this summer on nbcolympics.com, right after you finish watching those premiere swimming and track & field events.

Speaking to the New York Times Tuesday, Rick Cordella, VP and GM of NBC Sports Digital Media, revealed that his company will for the first time stream live each and every event during the London Olympic Games in July and August.

This is a ramp-up in commitment from the conglomerate’s strategy for 2008’s Beijing Olympics, during which NBCUniversal streamed 25 sports live but held back popular events like swimming, track & field and diving that were shown in prime time. Two years ago for the Vancouver Olympics, NBC only streamed hockey and curling live.

This time around, the NBC Sports Group — newly formed under corporate partent Comcast — will stream prime-time events, too. However, viewers wishing to see archived footage of these events will have to wait until their prime-time presentations on U.S. television are complete.

“We’re not scared of cannibalization,” Cordella told the Times. “Anytime you have a great event that happens before it shows on the air, it increases ratings and generates buzz.”

Having coughed up a $223 million loss on its Vancouver Games coverage, NBCU is seeking to turn a profit on a London Games broadcast licensing fee that totals about $1.18 billion.

The company’s willingness to expose more of its video coverage to online viewers comes amid a warm climate for digital ad sales.

PaidContent reported in early March that NBCU had sold $50 million in digital inventory, with plans to move even more. With about $900 million in ad sales registered at that point, digital accounted for about 5.5 percent of revenue. The conglomerate sold about $25 million worth of digital advertising for its Beijing Games coverage, which accounted for about 3 percent of ad revenue.

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