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NBC looks to boost Paris Olympics ratings with celebrities including Snoop Dogg and Jimmy Fallon

NBCUniversal plans to attract a larger audience to the Paris Olympics with a parade of high-profile celebrities featured in 7,000 hours of competition coverage and related programming this summer.

“This type of celebrity would not previously have been part of NBC's coverage of the Olympics. Now it’s one of the fundamental elements,” said Rick Cordella, president of NBC Sports. “We need to innovate, try things differently and try to keep up with the media world in 2024.”

These Olympics, unlike previous Games, will allow for live broadcast of the events on Peacock. Broadcasts of the past featured popular events on tape delay. The move to live streaming requires different primetime programming.

Games begin around 3 a.m. and end around 6 p.m. Eastern Time. Paris is six hours ahead of Washington, DC

NBC plans to use celebrities Kelly Clarkson, Peyton Manning, Jimmy Fallon and Snoop Dogg for various hosting duties. Snoop Dogg will provide interviews with people on the street, while Clarkson and Manning will host the opening ceremony on July 26th. Fallon will host the closing ceremony alongside Mike Tirico, NFL play-by-play announcer on NBC's Sunday Night Football.

NBC is aiming for more than 20% of Olympic viewers to come via streaming platform Peacock.

“We don’t really care whether they watch linear or digital,” Dan Lovinger, the NBC advertising sales manager, told Variety. “We monetize all platforms. I am very confident that this will be the most supported Olympics ever – in dollar terms. We’re counting on that.”

Beyond the broadcast, the Games dealt with its own organizational issues in preparing for the event in Paris. Recently, a water conservation organization warned swimmers about dangerous levels of bacteria in a major swimming waterway.

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Organizers also told athletes in February that there would be no air conditioning in the eco-friendly sports village. The Summer Games aim to reduce emissions by being the “greenest” competition ever. Several athletes, such as those on the Australian Olympic Committee, are spending more than $150,000 on air conditioning and fans to cope with the summer heat in Paris.

The Olympic events are scheduled to take place from July 25th to August 11th.

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