Why sports are key to NBCU's success

03/5/2012 | CNNMoney

Comcast views sports programming as the key to the future of all of its NBCUniversal holdings. The strategy includes controlling the rights to the Olympics, the Super Bowl and other major events, as well as the rebranding of Versus as NBC Sports Network. "If Comcast's big bet on sports pays off -- if it can woo viewers and advertisers, boost the fees its rivals pay to carry NBC sports, and come up with a slew of interactive services that keep consumers from cutting the cord -- the rest of NBC can expect to follow suit," writes Douglas Alden Warshaw.

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