Quotes of the Day

When will Olympic sports fans be watching the finals in 2008? When it suits U.S. broadcasters, says Kerry Stokes, chairman of Australia's Seven Network, in a June 14 letter to International Olympic Committee President Dr. Jacques Rogge.

Next week the IOC will discuss a request by NBC, who paid $894 million for rights to the Beijing Games, to hold swimming finals in the mornings so they air live during U.S. prime time—and in the middle of the night in Europe. In his letter, obtained by TIME and posted in full here, Stokes claims other changes under consideration include moving key track and field events—and the men's basketball final—away from their customary afternoon and evening slots.

"We are shocked to discover not only that wholesale changes to the traditional schedule are being considered for Beijing but that they are being approached in what would appear a pre-emptory fashion," writes Stokes. He warns Rogge that the decision will "decimate your audience," and says the only conclusion the world will draw is "that the IOC cares more about the North American TV viewer than billions of viewers throughout Europe and Asia."

Apart from the commercial impact on non-U.S. rights holders of low ratings, morning finals might lengthen the odds of world records. "It's the natural body cycle to be at its best in the afternoon after a day of preparation," says former Australian 1500m swimmer Kieren Perkins, who won gold in 1992 and 1996. "To compete at your best first thing in the morning is very difficult. It's certainly going to have an effect on the quality of performances." Perhaps that won't matter: there's a chance most of the potential audience will be sleeping through China's attempts to impress them.

• Rory Callinan
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