NBC, like Phelps, in record pursuit at Olympics

Los Angeles Times: "Reached by phone Tuesday in Beijing, Wurtzel, president of television research and media development for NBC Universal, called the Olympics an 'extraordinary research laboratory' for the company to learn how to deliver content on multiple platforms and understand viewer behavior.

Researchers are using a new technique -- what's called Total Audience Measure index (TAMi) in NBC's corporate jargon -- to track viewers' exposure to various platforms. And they plan to apply this to other network programming when the Olympics are over, Wurtzel said.

'Far from being a cannibalizer, the Internet increases both [viewers' engagement] with TV and their use of it,' Wurtzel said."