((Automated translation by Reuters, please see disclaimer https://bit.ly/rtrsauto))
(Added details on Generative AI daily recaps; presentation details) by Sheila Dang
Starting with the Paris Olympics opening ceremony on July 26, U.S. television coverage of the Games will include celebrities, social media influencers and generative artificial intelligence (AI), NBCUniversal said Wednesday.
Comcast-owned media company CMCSA.O , which paid $7.65 billion to renew its rights to broadcast the Olympics in the United States through 2032, is seeking to modernize the way it covers the biggest event sportsman of the world.
The stakes are high for NBC, which must win back viewers who are abandoning live television in favor of streaming services and online clips.
The pandemic delayed the Tokyo 2020 Summer Olympics and limited participation in the 2022 Beijing Winter Games, which attracted the smallest number of prime-time viewers since NBCUniversal aired the Olympics.
Fans will be able to see personalized daily recaps of Olympic competitions created by generative AI and narrated by AI versions of people like legendary sportscaster Al Michaels, Comcast CEO Brian Roberts said during a presentation in New York.
Nearly 7 million variations of these summaries could be created over the course of the Games, Roberts said.
In another sign of the times, NBC Sports anchors, including Mike Tirico, will share coverage duties with personalities such as rapper Snoop Dogg and “Call Her Daddy” podcast host Alex Cooper, in an effort to attract more viewers. youth.
Snoop Dogg will interview and tell the stories of Team USA athletes and their parents. Alex Cooper will host live interactive shows on Peacock, NBCUniversal’s streaming service.
“I asked myself what could we do differently to get my young audience excited about the Olympics,” Cooper said. “I understand Gen Z – we have to be fast, we have to stay on the move.
The celebrities will be joined by 27 social media influencers who will film their own content in Paris for platforms including Meta, TikTok and Snapchat.
Coverage of the Paris Olympics will include more elements such as behind-the-scenes footage and pop culture discussions to encompass the most popular genres on television, NBCUniversal executives said.
One of the highlights was the meeting between rapper Cardi B and American track and field sprinter Sha’Carri Richardson.
“We’re going to have the best drama, the best reality show and the best comedy all in one program,” said Rick Cordella, president of NBC Sports.