NBC goes all in for online coverage at Sochi

By Cole Kennedy

Screen shot of the NBC Olympics website Feb. 7

This past Friday, at 10 a.m. CST, the Opening Ceremonies of the Winter Olympics kicked off in Sochi, Russia. NBC won't broadcast the show until primetime in the U.S., as the network has done for every Olympics in far flung timezones.

But with the advent of social media, the audience is no longer unaware of the events as they happen. NBC had been hesitant to live stream many events in the past. The network had concerns the stream would cut into primetime ratings. However, the online audience made very vocal complaints about the tape-delay strategy, according to an article on Mashable.