Now, tape delays are nothing new, but they do seem archaic at a time when online video and social media bring an air of immediacy to live events. The existence of the NBC Olympics Twitter account is evidence of this, but the account seems totally misused in this case: NBC live tweeted the whole ceremony, with no apparent sense of irony around the fact that its target audience couldn’t actually watch the events it was describing. Instead of building excitement around the ceremony, and engaging with its viewers, all NBC ended up doing was frustrating its audience — the people who care most about watching the thing.
So really, how bad was NBC’s strategy around the U.S. broadcast of the 2012 Olympics Opening Ceremony in London? So bad that Mark Benioff, chairman and CEO of Salesforce.com, and someone who should really … know better, tweeted out a link to a pirated live stream of the ceremony taking place in London. (Ironically enough, he was tweeting about the appearance of Sir Tim Berners-Lee, creator of the World Wide Web, that magical thing which made the pirate stream available to the rest of us.)