The Olympics Mark New Frontier in the Future of Network Broadcasting

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Maybe the news that came out of this year's Olympics wasn't that NBC netted 219 million viewers. We know that when the network spends record-breaking amounts of money to put the spectacle on, advertisers line up to buy air time.

But this year, the spectacle of the broadcast on multiple platforms became fully integrated into the advertising strategy like never before.

Bob Garfield, Takeaway friend at On The Media, explains how the digital revolution is changing our collective experience of the viewing of that epic quadrennial moment, and how it might give a sense of the future of network broadcasting.