NBC’s social media ‘war room’: a new weapon in Games coverage


PYEONGCHANG, South Korea (Reuters) – Staffed by millennials and crammed with laptop or computer screens, the social media “war room” of U.S. Olympics broadcaster NBC is starting to contact much more of the photographs in the company’s mission to create a nutritious return from Olympic sports.

The area, housed inside NBC’s multi-story broadcasting centre at the Pyeongchang winter Games, is a environment absent from the nearby handle booths where employees create classic broadcasts for Television set and on the web-streaming audiences in the United States.

A several dozen staff write-up films, photos and memes on Facebook, Instagram, Twitter and Snap, superimposing a bleating goat around a ski jumper’s encounter or hoping out other suggestions that may well go viral.

At 9 a.m. in Pyeongchang, a South Korean ski vacation resort, it is currently night primary-time in the United States, and the area is packed with staff of NBC or its partners these kinds of as Snap and Buzzfeed, hunting for the information that will capture hearth on the web.

Some do not even appear at footage of the sports action.

“They are seeking in the stands. They are seeking at random feeds. They are the ones viewing when Dwayne ”The Rock“ Johnson tweets at us,” stated Lyndsay Signor, who oversees the war area as NBC’s director of sports customer engagement.

The crew when noticed a video clip of a stray walkie talkie tumbling down a ski slope, adopted by staff hoping to capture up with it. The clip has all around 1.5 million sights on Facebook.

NBC’s mum or dad, Comcast Corp, paid out much more than $7.75 billion for the rights to broadcast the Olympic Games to U.S. audiences, up until eventually 2032. Most of its Olympic revenues will come from offering Television set promotion or from subscriber expenses gathered from pay back-Television set operators that carry its coverage.

But social media generates a expanding stream of advertisement revenues and can help travel younger people today to observe NBC broadcasts.

The social media area is in frequent get hold of with NBC’s “highlight factory” in Stamford, Connecticut where highlights are lower from raw footage and posted across all NBC platforms.

“It’s in all probability 50 people today at one particular time who may well touch a piece of social information,” Signor stated.

For action that unfolds when American viewers are asleep, the area prepares “waves” of information timed for release during U.S. primary time.

On Wednesday, it readied a wave of social media coverage on U.S. snowboarder Shaun White turning into the most prosperous snowboarder in background with his third Olympic gold.

The best social-media attributes for NBC at these Games consist of figure skaters Adam Rippon — who Signor calls a “soundbite machine” — and Mirai Nagasu who this 7 days turned the first American lady to land a triple axel leap at the Olympics.

Canadian ice dancing pair Tessa Advantage and Scott Moir are also drawing a lot of interest on the web.

“They’re extremely attractive and they received gold for Canada so we are viewing a large amount of traction with them,” Signor stated.



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