NBCUniversal’s Paris Olympics coverage to include more pop culture, drama

(Reuters) – Comcast’s NBCUniversal will modernize its coverage of the Paris Olympics by including more behind-the-scenes footage and discussion of pop culture, the media company said on Wednesday.

“We’ll have the best drama, the best reality and the best comedy show all rolled into one,” said Rick Cordella, president of NBC Sports, during a presentation in New York City.

The global sporting event is a crucial opportunity for NBCUniversal, which holds the rights to air the games in the U.S., to rake in advertising revenue and viewers, who have long eschewed cable and traditional television in favor of streaming services.

(Reporting by Sheila Dang in Austin)