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NBC TV Created Olympic Web Alliance

It's unlikely that even the most ardent Olympics fan can sit at home to watch all 418 hours of NBC's coverage from Turin, Italy. The network, therefore, pumped up its online presence and entered alliances with Google, ESPN.com, Apple, TV Guide, MobiTV, Zingy and other companies to extend its reach far beyond the television set.

"We know that Americans are consuming their media across different platforms," NBC Olympics president Gary Zenkel said. "Although nothing will duplicate the shared experience of watching a big event like the Olympics on television, the reality is that people are on the go and at their desks. Our objective was to create deep and compelling and rich offerings of Olympic coverage on these mobile applications -- and I'm including the Internet with that."

The network worked with Internet Broadcasting to create the official online home NBCOlympics.com, which was designed to provide easy access to individualized television listings across the NBC networks, news updates, sponsored activities and more.

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