With the current broad range of programming available to television viewers across the nation, many have begun to wonder about the importance of the Olympic Games. Often, more suspense-filled shows such as Lost, or trash-filled drama like Gossip Girls and MTV’s The Hills, steal the normally captive Olympic audience away to a less realistic world. At 20 years old, and as an involved member of society, I found myself surprised more with each passing day of the summer games. China spent more money than any other country has ever come close to spending and produced a beautiful event. I’m in the prime of my life (so they say) and for the first time, able to vote for President of the United States, and soon enough, engaged in the popular practice of alcohol consumption. So why don’t any of my friends know what I’m talking about when I mention Nastia’s gymnastics all-around gold, or the poor performance of track and field’s Tyson Gay?
NBC Universal, broadcasting its record 11th Olympics, presented over 3,600 hours of coverage on the Beijing Olympic Games. Arguably the single largest media project in history, the internet was also utilized for the first time, as approximately 2,200 hours of live online streaming was available throughout the games. Thus, no matter what time of the day, or what media form was being utilized, the Olympics were everywhere. Whether in my car listening to the radio, or somewhere reading the morning (or evening) newspaper or watching the television news, I was always up-to-date on the results of the most recent gold medal captured by Michael Phelps, to the Chinese gymnastics scandal, to the USA sweep of fencing. Fantastic!
According to Nielsen Media Research, the first two days of the 2008 Olympic Games saw the average number of viewers hit about 29.1 million, making Beijing the most highly rated broadcast of the summer games held outside the United States since 1976 in Montreal, Quebec, Canada. Interestingly enough, this figure is also about 20 million higher than the 2004 games in Athens. Studies also show that the majority of viewers are in the older age brackets.
You’ve probably guessed by now that I am a huge fan. Growing up, it was a family affair when the Olympic Games rolled around, whether it was August or February. Granted, my father and mother were both collegiate runners, as well as basketball players, so the summer games were a bigger deal, but, all the same, we were hooked no matter what the sport. My favorite was always a close fight between gymnastics and the track events. My roots tie me to those eight lanes, and the grit of a good race. However, I must admit that while growing up, I always wanted to be a gymnast (or an ice skater during the winter games). The way athletes catapult their bodies through the air, or sustain themselves on the wooden rings is simply amazing. My lanky six-foot frame, and frankly, my inability to do more than two push-ups, destined me to be a runner.
Are the Olympic Games still a big deal? Yes. Are they important? Yes. Possibly even more important than what’s going on within the trivial world of Tila Tequila or Ryan Sheckler. The Olympics give us something to believe in, something real and tangible. Michael Phelps spent hour upon hour in the pool for those eight gold medals. Shawn Johnson battled injuries and financial burdens to stick that beam landing and stand proudly, all 4’9″ of her, in that number one spot. Perhaps Usain Bolt (the world’s fastest man in case you missed that race) isn’t as easy on the eyes as America’s Next Top Model, but what a relief that someone can still be successful with hard work and dedication as opposed to good luck and good looks. I, as with many other Americans, anxiously await the arrival of 2010 for the winter Olympic Games. Bring on Vancouver!