Rather than treating social (media) companies as an enemy poisoning the value of traditional telecasts, NBC is trying something it never has around the Olympics before, partnering with the platforms to make social media superstars such as gymnast Livvy Dunne …
… TikTok, Snap, YouTube and others such as Meta and the Gen Z sports media company Overtime want to do more in Paris, seeing the Games as a rare unifying global event …
In the past, the idea of NBC giving media credentials to TikTokers and YouTubers would have been unthinkable. …
Dunne, the LSU gymnast who became famous for her social media posts, will be inside the gymnastics arena as part of the NBC team for Snap during big competitions in Paris yet won’t be on the actual telecast. Instead, she will post to her public profile and on Spotlight while also using special augmented reality lenses that Snap developed with NBC. …
WaPo – TikTok, Snap and YouTube are all-in on the 2024 Olympics, with NBC’s help
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