Leave your feedback Share Copy URL https://www.pbs.org/newshour/show/media-fans-going-online-for-2008-olympic-games Email Facebook Twitter LinkedIn Pinterest Tumblr Share on Facebook Share on Twitter Transcript While athletes at the Beijing Olympics are breaking records every day, coverage of the Games is itself breaking barriers in the way people are seeking coverage of the events. A media analyst discusses the role of Internet media during the 2008 Games. Read the Full Transcript Notice: Transcripts are machine and human generated and lightly edited for accuracy. They may contain errors. JEFFREY BROWN: Along with the athletic competition and the focus on a changing China, the Beijing games present a prime laboratory to examine new media technology and viewing habits.For the various components of NBC Universal, these two weeks can feel like all-Olympics, all the time. NBC, which paid nearly a billion dollars for the rights to these games, is broadcasting 24 hours a day on its networks.There's daytime coverage on MSNBC and NBC's flagship broadcast network. In the evening, NBC broadcasts in primetime the marquee events, like gymnastics and swimming. And in the overnight hours, there's still more coverage on cable.NBC is also trying to drive viewers to its Web site, NBColympics.com, putting over 2,000 hours of coverage online, including live events, on-demand video, and extensive features.But in this Internet age, NBC is struggling to enforce its U.S. broadcast rights. Friday's opening ceremonies, for example, were taped and held for air in the U.S. in primetime nearly 12 hours after they'd begun in China.But clips popped up all day on popular Internet sites like YouTube. And throughout the first days of the games, NBC was constantly requesting that video of events be taken off Web sites with U.S.-based audiences.Matthew Futterman of the Wall Street Journal has been watching the games and reporting on the behind-the-scenes of the coverage. He joins us now from New York.