Anyone else notice that the Olympic broadcast strategy is basically:

[AP]

Say the name of the athlete as many times as possible. Repeat brief epithets about that athlete.

The day before yesterday I got that distinct impression that the intention of the coverage was to create brand identity with the event coverage -- with the athlete being the brand. In other words, NBC is doing advertisers a service by creating athlete brand identity during the events which, after the events, product manufacturers will then attach to their products in order to create product brand identity.

Yesterday, my theory was confirmed when one of the stories about the divers was that she had to pick from one of 12 different Speedo(TM) bathing suits for her final dive. There was a quick clip of her looking at different suits at poolside, and then a live interview asking her if picking among 12 Speedos(TM) was a tough choice. So we had the athlete's identity matched up perfectly with her sponsor right there before she did her event.

[JuniorPlankton]

1. It's definitely a part of it

Probably a part of the service bought by the manufacturers.

[KurtNYC]

2. Sounds like embedded advertising - thank you TIVO

Okay, reaction to Tivo. Not that they wouldn't have done it anyway.

I would swear they said the American sweats were made by Roots(TM) of Canada(TM). Those Roots(TM) barrets were quite the rage after the skating incident during the Winter games so it wouldn't surprise me.

Have a nice day (SM)! Drive safely(SM of Volvo (TM) Inc.)

[pbeal]

3. Theres an Olympic Broadcast?

?

[bemildred]

4. Turn the sound off. nt

[AP]

5. I'm actually turning the whole thing off. I probably watched a half hour

each of the last two nights intently, and then maybe another 45 minutes extremely passively (barely paying attention).

and that's because this sort of commentary that I'm complaining about is very distracting and makes it almost unbearable.

[bemildred]

7. We have been following the swimming, my son competes.

But we have to turn the sound off because of Costas. I wish
I could blot his image out or something. What an airhead.

[alfredo]

6. Of course the olympics have other benefits