Along with new sensational records and technology applications, the Beijing Olympics 2008 has come up with another new, use of more mobile TV from viewers.
Viewers are increasingly watching the coverage on their mobile sets.
Half of viewers of NBC's mobile set streams, one of the leading channels of the sporting event, are watching the coverage on their mobile sets for the first time, survey says.
Primarily because of easy access to the down loadable sports clips.
Since the opening ceremony last Friday, the company has made content available online, through video on demand and via cell phones along with traditional TV.
The number of people requesting Olympic content over their phones is still relatively small — 494,506 on Sunday and 476,062 on Monday — but NBC executives say they're stunned at how many of those never used the phones for this purpose before.
By far, however, television is still the preferred format. Of the estimated 107 million people to experience at least a few minutes of the Olympics on Sunday, 95 percent watched it on TV, NBC said.Given the choice between a high-definition TV placed before a couch or a small, grainy picture on a computer screen, it's still a pretty obvious call, Wurtzel said.
NBC's prime-time ratings are running well ahead of the Athens games in 2004. Through five days, the average prime-time viewership for NBC is 31.3 million, the network said. Interest in Athens started slowly but heated up with gymnastics, while the Beijing games have been a draw from the start.
It has become a communal event that the country has enjoyed sharing a rarity in the day of media fractionalization.
Americans downloaded some 1.7 million video streams of Monday's stunning swimming relay where the American team came from behind to beat France and keep Michael Phelps' gold medal streak alive. An estimated 1.5 million video streams were e-mailed from one person to another.
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