How the Paris Olympics Will Transform Sports Viewing on TV

### Enhanced Olympics Coverage for 2024

#### NBC’s New Approach

NBC, the primary broadcaster of the Olympics in the US, has faced criticism in the past for spreading events across too many channels and delaying coverage until prime time. This year, NBC aims to simplify the viewing experience, making it easier for audiences to watch events live.

#### Online Platforms Join the Race

Online platforms are stepping up their game. TikTok has launched an Olympics hub, and the Instagram account [@olympics](https://www.instagram.com/olympics/?hl=en) has been sharing training videos and action stills. NBC is [partnering with creators](https://www.nbcsports.com/pressbox/press-releases/nbcuniversal-to-send-27-creators-to-olympic-games-paris-2024-in-partnership-with-meta-overtime-snapchat-tiktok-and-youtube) across social media to cover events from Paris. Google will provide live scores, medal ceremonies, and highlights within search results and through its Assistant.

“We are going through a period where one of the most interesting, but to some extent also problematic, elements is the extreme segmentation of the audience,” says Yiannis Exarchos, the CEO of the Olympic Broadcasting Service.

#### More Content Than Ever

The Olympics will feature around 3,800 hours of competitions, which the Olympic Broadcasting Service (OBS) plans to expand into more than [11,000 hours of content](https://olympics.com/ioc/news/innovations-set-to-deliver-cinematic-experience-during-paris-2024). This includes live coverage, behind-the-scenes features, narrated analysis, and highlights.

#### Customizable Viewing Experience

NBC’s Peacock streaming platform offers new [viewing options](https://www.nbcuniversal.com/article/how-watch-olympic-games-paris-2024-across-nbcuniversal) that allow users to curate their own Olympics coverage. Viewers can sort listings by sport, athlete, or country, and add events to a watch list. The new Multiview tool lets viewers watch up to four live events on the same screen.

#### Advanced Video and Audio Technology

The OBS is producing content in ultrahigh definition and high dynamic range, enhancing detail and color. Formats include vertical video for phones, 8K video for high-definition broadcasts, and 360-degree shots for immersive experiences. The OBS has also doubled its [multi-camera systems](https://www.yahoo.com/tech/obs-taps-alibaba-cloud-ai-130249361.html) for super-slow-motion replays and is using AI and cloud technologies to speed up processing times for live coverage.

“The effect that exists in the Matrix film that you could do in cinema, you can be doing live,” Exarchos says.

#### Immersive Audio and Augmented Reality

The OBS is recording sounds in 5.1.4 audio to capture immersive audio from venues and interviews. Augmented-reality stations will provide a view of the Olympic grounds, making viewers feel closer to the games.

“If we repeat the previous—very successful—games, we have failed,” Exarchos says. “Because as in sports, everything is about breaking new ground, breaking new frontiers, and going one step further.”

### Tech Proving Grounds

#### AI in Broadcasting

Artificial intelligence tools will be extensively used during the Olympics. Broadcasters like the OBS and NBC will use AI to create highlights from thousands of hours of footage. NBC will even use an AI-rendered voice of legendary [sportscaster Al Michaels](https://www.vanityfair.com/news/story/nbc-al-michaels-ai-voice-olympics-coverage-paris) to narrate highlights on Peacock.

#### Real-Time AI Insights

AI will provide real-time stats, probability percentages, and augmented views during live events. NBC is also [incorporating AI](https://www.yahoo.com/entertainment/nbcuniversal-leans-ai-upfront-ad-194515743.html) into its ad platform to better personalize ads during breaks.

#### Future Applications

NBC is using the Olympics to test its Multiview capability and user customization features, which could be applied to other live sports events and non-sports shows like the Macy’s Thanksgiving Day parade.

“We’re going through a phase where people have a huge desire and nostalgia to relieve physical experiences, especially with other people.” Exarchos says. “Sports is a big catalyst for that.”