Last week, NBC stated that it would give “geopolitical context” to stories in China during the Winter Olympics. What that means exactly remains to be seen.
The network has a lot invested in the games and is expecting a huge payout. It will already deal with the logistical challenges that come with not having any live bodies on site. How much time would the network be willing to devote to telling stories that may encourage viewers to tune out and not support any coverage of the Beijing Games?
Bob Costas was a guest on CNN’s Reliable Sources on Sunday morning. Host Brian Stelter asked what he expected “giving geopolitical context” would mean exactly on the NBC broadcast.
“What I would anticipate is the very thing that you’ve suggested,” Costas answered when Stelter asked if NBC may simply acknowledge that China has been accused of severe human rights violations at the beginning of the two week event. “They will acknowledge the issues at the beginning and not say anything after that unless it something happens that simply cannot be ignored.”
Costas, who hosted NBC’s coverage of the Olympics 12 times between 1988 and 2016, said that he had the utmost respect for his former network and the colleagues that will be covering the event. He notes that there are limitations placed on every broadcaster in a situation like this.
That begins with the fact that doing business with the International Olympic Committee isn’t always easy.
“The IOC deserves all the disdain and disgust that comes their way for going back to China yet again,” he said, pointing out that not only were the Summer Games in Beijing in 2008, but that the 2014 Winter Games were in Sochi, Russia, another country with a history of human rights violations. “They are shameless about this stuff!”
Another issue Bob Costas sees is the investment NBC has made in the Olympics and the way the Games have become a programming event for the network every other year.
“Any network that broadcasts big sports events is simultaneously in a position, it’s quasi-journalistic at best. You’re reporting a news event and what surrounds it. But you’re also promoting the event.”
NBC usually broadcasts NBC Nightly News and The Today Show from the site of the Olympic Games. That will not be the case in 2022. The rise of Covid-19’s omicron variant is the ultimate reason why, but Costas points out that China is an uncomfortable environment for foreign journalists.
Earlier this week, The Washington Post reported that foreign journalists and athletes were being encouraged to use burner cell phones and laptops while they are in China. Many have expressed fear for their privacy and safety after security experts warned of major red flags surrounding Beijing’s official Olympics app meant to help those attending the game navigate the city.
That paranoia, Costas says, is familiar to NBC’s broadcast teams.
“We had that feeling in 2008 in Beijing. I think it has been revved up since then.”
NBC has the US television rights to all Olympic games until 2023. That contract with the IOC was signed in 2014 and cost the network $7.75 billion. That kind of investment will certainly make it hard for the network to want to give viewers a reason to tune out.
