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Comcast CEO Prepares His Netflix Killer for an Olympics Showcase

  • Roberts calls NBC’s Rio games ‘our laboratory’ for innovation
  • X1 emerges as ‘Mercedes’ of TV instead of economy car: analyst

At the Olympics in Rio de Janeiro this year, NBC plans to broadcast every event live, either on TV or online -- an explosion of programming that’s the equivalent of tuning in 24 hours a day for 250 days. It’s far more than even die-hard sports fans can watch.

This is exactly the scenario Brian Roberts has been waiting for. The chief executive officer of Comcast Corp., NBC’s corporate parent, plans to use the Olympic games to harness the full power of a tool his company has been developing for cable customers, one that he expects will become such an integral part of their lives that they’ll never want to give up their subscriptions.