BCBeat's John Eggerton noticed an especially blatant plug for NBC's Olympics coverage on Saturday's Nightly News. Mike Taibbi, usually a hard-nosed reporter, told viewers that even though ratings are down for NBC's broadcasts, the Olympics are still worth watching.

The package noted that "NBC's Olympics Web site has had more hits for results and video in the first week -- 167 million -- than in the entire Salt Lake City Games."

Then it quoted "sports business expert" Lisa Delpy Neirotti: "I would say they're surpassing their viewership if you added up all the different mediums upon which people are watching."

After some happy talk about all the great storylines at the winter games, Taibbi concluded: "The Olympics continue to matter in a television and information landscape that continues to evolve."

Question: Would this story have made the Nightly News if NBC wasn't broadcasting the Olympics? Would ABC or CBS have commissioned this package, and if so, would it have concluded with the rah-rah line that "the Olympics continue to matter?" You decide -- the full transcript is after the jump...




BRIAN WILLIAMS, anchor (Torino, Italy):

Finally tonight: the cost of high expectations. The US Olympic team marched into Torino with high hopes for lots of gold medals and countless achievements. Often reality at these tough Olympic Winter Games can be a cold and bracing reminder that times and teams change. A look at these Games thus far tonight from NBC's Mike Taibbi.

MIKE TAIBBI reporting:

There's no getting around it: It's been a tough go for some of America's best hopes. Lindsey Jacobellis crashes, Bode Miller straddling.

Skiing Announcer: Bode hooked a gate, and he'll be disqualified.

TAIBBI: The woman's hockey juggernaut getting shot down, and the ice queen shutting it down because of injury and going home.

In a year when some had projected the strongest American Winter Games team ever, maybe three dozen medals overall, many of the US favorites have fallen short of flopped outright.

And it's an underperformance on a different TV landscape with the Olympics. The old model of families gathered around the set replaced by a growing collection of digital age options.

On the Internet alone, NBC's Olympics Web site has had more hits for results and video in the first week--167 million--than in the entire Salt Lake City Games.

Ms. LISA DELPY NEIROTTI (Sports Business Expert): I would say they're surpassing their viewership if you added up all the different mediums upon which people are watching.

TAIBBI: And though the Olympics television ratings are down from past Winter Games, a great storyline: a skating judge scandal; a star-crossed star chasing a dream can spike your interest like any unresolved drama.

Ms. NEIROTTI: We have to move on and find another story that has people hanging in there and watching and wanting to learn what's going to happen.

TAIBBI: In the meantime, there are still great stories at these Games. Host Italy winning improbable medals in speed skating and luge, and the David of the Swedish women's hockey team beating the Goliath of the American team. Because in this setting that seems to remain special, you're competing against opponents, not enemies, and you make incredible physical sacrifices and take daunting risks to win contests, not wars.

Ms. ANGELA RUGGIERO (US Olympic Ice Hockey Player): The Olympics are--the Olympics are the reason. It's a chance for, you know, harmony between the countries. That's kind of what the rings are all about.

TAIBBI: The Olympics continue to matter in a television and information landscape that continues to evolve. Mike Taibbi, NBC News, Torino.