NBC Sports Network's Olympic Ambitions

The rebranded cable channel takes on ESPN and CBS Sports Network
Illustration by Serge Bloch

About a year ago, Comcast Chief Executive Officer Brian Roberts blew by News Corp.’s Fox and Walt Disney’s ABC and ESPN networks with his winning $4.38 billion bid for the broadcast rights to the next four Olympic Games. Whether that bet proves shrewd or misguided will depend in great measure on Comcast’s rebranded sports channel: NBC Sports Network. The new channel, formerly known as Versus, will compete with ESPN and CBS’s CBS Sports Network for advertising and fees from pay-TV operators. Fox may also join the fray with a new sports programming channel.

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