Rio Olympics Usain Bolt Wins Unprecedented Third 100m Crown
A number of events, most notably in aquatics, beach volleyball and track and field, were scheduled with sessions and matches occurring as late as 10:00 p. m. to midnight BRT. These scheduling practices were influenced primarily by United States broadcast rightsholder NBC, whose substantial rights fees are one of the major sources of revenue for the IOC, who therefore allowed NBC to have influence on event scheduling to maximize U. S. television ratings when possible (on May 7, 2014, NBC agreed to a US$7. 75 billion contract extension to air the Olympics through 2032, including US$1. 23 billion for Rio 2016), as well as the main Brazilian rightsholder Rede Globo. As Brasília time is only one hour ahead of the U. S. Eastern Time Zone, certain marquee events were scheduled to occur during U. S. primetime hours (traditionally 8:00 to 11:00 p. m. ET, 9:00 p. m. to midnight BRT), allowing them to be broadcast live on the east coast as opposed to being delayed. This practice was also beneficial to Globo; a Brazilian critic noted that the network very rarely preempts its primetime telenovelas, as they are among the highest-rated programs in the country.
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