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Out in the Cold

Winter Olympics struggle to compete in a crowded sports world

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February 11, 2010 | by Brendan Cosgrove

Listen Now

EVANSTON, Ill. --- Unseasonably warm temperatures, the lack of compelling stars and sluggish advertisement sales are just a few of the issues NBC is facing as it projects at least a $250 million loss on the broadcast of the Winter Olympics in Vancouver. Irving Rein, professor of communication studies at Northwestern University, is the co-author of the book, "The Elusive Fan: Reinventing Sports in a Crowded Marketplace." In this audio commentary, Rein discusses the declining popularity of the Olympics.

Topics: Opinion