Why should NBC criticize China?

There's more criticism today of NBC's Olympics coverage being politically ambivalent, this time from the Washington Post:

"Political protests? Not on this channel; no sir. Beijing's fearful pollution? Maybe, but only if a marathoner coughs up a lung or it spoils a beauty shot. Doping scandals? In passing, perhaps. Tibet? China's role in Darfur? ... just once in the next two weeks, I'm hoping for something more than a postcard."

Keep hoping. Though it's a nicely written and well-reasoned column, you can't blame NBC for airing exactly the sort of coverage viewers want and expect.

When a network's sports division covers a Detroit Tigers game, we don't look for commentators to talk about the city's poverty rate or crime statistics. When other nations cover U.S.-hosted Olympics, we hope they produce stories on our events and athletes -- not use their army of cameras and reporters, here to cover gymnastics and swimming, to produce drive-by autopsies of our societal and political flaws.

The biggest practical difference between a Tigers game and the Summer Olympics is the variety of competition and length of telecast. Because there's so much attention given to the Games -- 3,600 hours on NBC platforms this year -- it's easy to think the event somehow deserves a focus that expands beyond mere sports reporting and fluffy travelogues.

But what is it about the Olympics that necessitates such heightened scrutiny? The number of nations involved? The national pride on display? The John Williams fanfare? The athletes are the best each country has to offer, not what is typical. Olympic coverage tends to likewise focus on what is optimistic and extraordinary about the host country. In other words, the coverage is thematically consistent ... if not honest and realistic.

And it's not as if Americans are deficient in news stories, videos and blogs that tell them about China's shortcomings. It's precisely because of the abundance of such coverage that some are disturbed when watching NBC: The network is failing to reinforce the facts and stories they already know ("Why isn't Bob Costas saying anything about the pollution?").

Now, here's where naysayers have a point: The Chinese government has reportedly done plenty to warrant outrage in its quest to host a perfect Summer Games. NBC should accurately report anything that directly impacts their sports coverage or the athletes. Having paid hundreds of millions for Summer Games distribution rights, the network shouldn't feel tongue tied by its own purchase. 

For most viewers, however, NBC has been providing precisely the Olympics they want to see: heartfelt stories of athletes from around the world overcoming all odds to win gold medals. If you tune into NBC's "Beijing Olympics" and NBC gives you Beijing Olympics coverage ... you can't say the network didn't deliver what it sold.

Comments

[Scot]

If aud didn't like what they are seeing on NBC, the ratings wouldn't be going through the roof. The focus is on the Games and the athletes. It's not an investigation into the politics of the host nation or even the event itself. There is plenty of time later (and other media outlets) to bring those issue into play. So far, NBC has provide solid coverage. I'm thrilled that some of the events are broadcast live (to most of us) and that the Games are not being overshadowed by outside influences (regardless of their validity.)

[nitish]

i agree that it's not the job of nbc sports division to cover the china backdrop. but i believe the today show technically falls under the nbc news division. unfortunately, the today show has a history of overlooking bad stuff--remember the 2005 thanksgiving day parade m&m balloon accident (although that was tougher since it was sorta live accident) [@ http://www.nytimes.com/2005/11/25/nyregion/25nbc.html
]

[Matt]

By "heartfelt stories of athletes from around the world" I take it you mean "heartfelt stories of athletes from the USA." As always the Ameri-centric coverage of the Olympics leaves me pining for my youth in England and the true world coverage of the Olympics by the BBC! Oh, and let's not forget the faux "live" factor of the coverage. About as live as an episode of "As the World Turns."

[Elitism Fighter]

This is America, Communist foreigner. WE SUPPORT AMERICA HERE! If you're not going to support America, why don't you GET THE HELL OUT OF MY AMERICA AND GO BACK WHERE YOU CAME FROM?

[Proud American]

To Elitism Fighter:

You are an idiot. America belongs to a lot of people most of which are respectable, fair-minded individuals who exercise their constitutional right to say whatever it is about America that we want to say. If you expect everyone to only say good things about America, then you are the communist you bafoon. Because we love America, we criticize it, hoping it will hear our concerns and become better. If we just appease the status quo, how will things get better? IDOT!

[Matt]

Thank you Proud American. I am actually taking my citizenship test the end of this month, so I hope to soon be a 'real' American, which solidifies my point that many Americas are originally from other countries and no matter how much 'we' love this country many of us will have fond memories things from our previous one. Plus the Olympics is about competing on the world stage. And how can we tell how good the Americans are without being able to compare them to the rest of the world?