NBC said today it will stream Sunday’s Olympic closing ceremony live online after all, the AP reported. In changing its position, NBC acknowledged that it has taken plenty of heat over its decision to broadcast tape-delayed coverage of the Summer Games in London including the Opening Ceremony on July 27.
But NBC has found that live streaming of Olympic sports events hasn’t cut into its primetime viewiership, which for the most part has surpassed the 2008 Games in Beijing as well as other previous Games. Sunday’s stream will be available to cable and satellite customers who go to the NBCOlympics.com website. NBC described Sunday’s stream as an experiment and emphasized that it doesn’t necessarily mean the network would apply the same approach to the 2014 Winter Games in Sochi, Russia. The stream is supposed to be available to cable and satellite customers who go to the NBCOlympics.com website. Ceremony begins at 9 p.m. London time and 1 p.m. Pacific.
During Sunday’s proceedings flagbearers from participating nations will enter the stadium followed by all the competing athletes together instead of by nationality. The ceremony will include a handover from London to Rio de Janeiro for the 2016 Summer Games, followed by the extinguishing of the Olympics flame, signaling the official end of the current Games.