Even though that Phelps guy is dominating once again in the pool, I can tell you three hours before it happens that he will do it.
Why is that?
Because I'm in California, so the Olympic coverage I see on NBC is three hours after it happens.
Sure, NBC is pulling in ridiculous numbers in the ratings and making bank on advertising, but they are still failing to realize that the culture is need-it-now as far as the information goes.
But this also the network that added a few fireworks to make the opening ceremonies look bigger and better, and deluges you with graphics while people are swimming. While you want to see Phelps or Natalie Coughlin make their signature turns, instead they are covered by graphs that take up half that lane.
You can scream at your friends all you want, "Go away! I don't want to hear it!" but you know once your habits kick in and you flip the remote to ESPN, you will see results pop up on the screen or go along the bottom line.
So while we are fed stories of NBC hyping up people who shouldn't be hyped, making athletes the god-like figures they probably aren't, there are better things to show with that time.
And why keep the West Coast waiting to watch the events when they already know what happens? Are reruns of "Friends" that important to keep the West waiting while the East Coast is seeing everything live?
Dare I say it's another version of the East Coast bias?
Now, obviously there is that little 12-hour time difference, but the big events this summer haven't started until 10:30 p.m., so what's the big deal? Showing something at 7:30 p.m. on the West won't offend most people, I would think.
Plus, it wouldn't leave people, like myself, reaching for another soda to stay awake to get through all the night's coverage.
But there is so much money in the Olympics, NBC would never change what they are doing because they are pulling in such a huge number of viewers. As the ratings go up, the ad prices will go up, and that, folks, is the bottom line. That cash-money that those big-time CEOs love to see.
While it won't happen, one can hope, right?