"Olympic" TV Coverage No Accident

The New York Times has a really interesting article (On TV, Timing is Everything at the Olympics) about how NBC managed to turn a potentially ratings-killing-time-zone-difference Olympics, into one of the most watched in recent memory. Apparently, Michael Phelps played a role in making sure that the swimming finals were scheduled for morning times in Beijing, allowing primetime viewing for Americans. (See, throw in Phelps' name, and now you're all going to read the article :)