Although TV ratings for the Olympics have not been overly impressive, NBC's Olympics web site has drawn 167 million page views, which is more than 145 million page views for the entire duration of the Olympics in 2002. NBC is thankful that people are watching the Olympics somewhere, especially after shows like "American Idol," "Grey's Anatomy," "House," and "Desperate Housewives" all beat NBC last week. The site offers medal counts, athlete profiles, schedules, results, photos and video recaps.

"Our strategy has evolved over time from one where we would use the Internet and these digital platforms to promote television," Zenkel said. "It has evolved into a strategy in which we use these digital platforms to make more content available."

This news article was written on February 20, 2006, quoting Yahoo News.