​The upcoming Winter Olympics in Sochi, Russia will feature live streams of every sporting event, according to NBC’s TV Everywhere pledge. However, the broadcaster is choosing not to offer the Opening Ceremonies live through digital platforms because they “want to put context to it, with the full pageantry it deserves,” according to Mark Lazarus, chairman of the NBC Sports Group.

The Opening Ceremonies on Feb. 7 will instead be broadcast only on NBC, and at a press event today Lazarus and his team explained that they’re withholding the night’s festivities from its live-streaming plan in an effort to eventize the night and offer needed context. He added that the ceremonies can be enjoyed more fully by making it a family event, though critics wonder if it’s an attempt to guarantee higher ratings for the night.

The XXII Olympic Winter Games’ Opening Ceremonies, hosted by Matt Lauer, Meredith Vieira and Bob Costas, will kick off on Feb. 7 at 7:30 p.m.

Read more at Variety.

Brief Take: Even TV Everywhere has its limits. With this strategy, NBC will provide sought-after Olympics events via live streaming while holding back some of its bigger ratings opportunities like the Opening Ceremonies.

[Image courtesy of NBC]

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