Open letter to Mr. Zucker and Mr. Ebersol

Congratulations, gentlemen, on a very successful Winter Olympics so far. It must be gratifying to see such high ratings after the rough couple of years NBC has endured. Even today, not much delivers like a big event on network TV.
  However, as I'm sure you've heard, you guys have been taking a lot of heat online, particularly on social platforms like Facebook and Twitter, about how so much of your coverage is tape delayed. And compared to the Summer Olympics in 2008, NBC is streaming far, far less live on the Web—400 hours of just curling and hockey this year, versus 2,200 hours in Beijing. Some people see that as pretty lame, especially since there are numerous ways to find out Olympic results before they air in prime time. I'm talking about new-media innovations such as the Internet. Or ESPN. Or radio.
  Now, I get it. Why mess with what's working? You're ratings are kicking ass. Who cares about a few complainers, even if they are complaining (and mocking you) on your own Web site? So what if most sports fans knew that skier Lindsey Vonn had won gold by the time you guys went on the air last night? They still watched, right? Here's the thing, though. You guys haven't exactly been hitting it out of the park lately in terms of PR. There was some Jay Leno/Conan O'Brien thing in the paper recently. Dick, I believe your quote about Conan was particularly noteworthy. I'm hear to tell you that that chicken-hearted quip didn't exactly endear you to Team Coco. However, I'm proposing a way you can turn you PR mess around.

  Let fans see Lindsey. Live. On the Web.
  Think about it. Vonn had already generated a week's worth of drama when she announced before the games that a shin injury could keep her out of the Olympics entirely. Then she won yesterday, on a course filled with major crashes. She cried, she hugged her husband/coach. It was awesome.
  Vonn has four more events to go. Can you imagine if she goes on a Phelpsian run and has a chance to go for medals four and five by next week? Do you want to be known as the network that denied America a chance to see that happen as it happens?  Instead, you could create the next big at-work Web moment by streaming the women's giant slalom next Wednesday and Lindsey's final race next Friday (assuming she doesn't pull out or flame out before then). You already have the cameras there shooting the event, and you've got the Web technology. I can't see this costing you much money. And by next week, how much damage could you really do to your ratings with just days left in the games?
  Think about it, gentlemen. Here's NBC's chance to do the right thing, and win back some fans. 

—Posted by Mike Shields