TWO WEEKS TO CHANGE THE WORLD (OR AT LEAST THE BUSINESS MODEL)

When the cameras start to roll in Beijing, NBC will kick off more than just another Olympic telecast. It's a $1-billion cross-platform laboratory designed to capture the exact destination of viewers and prove to advertisers that network television still has the power to reverse trends and reclaim lost viewers Bob Costas has a training program he undertakes before every Olympics. In the weeks and months leading up to the opening ceremonies, the veteran NBC broadcaster does an inordinate amount of reading. Even in the sporting world, where commentators are known for their ability to regurgitate the most arcane facts and figures, Mr. Costas stands out. Legend has it he once left a $3.31 tip at baseball legend Stan Musial's St. Louis restaurant - a baffling number, unless you know that the Cardinal's lifetime batting average was... [read full story]