From Mr. Hibberd:
1. The network isn't broken. With ratings that often surpassed Athens four years ago, the Beijing Games proved that viewers return instantly for compelling content regardless of how many newfangled entertainment choices are available. Even during a severely depressed summer, NBC's presentation of the opening ceremony took off in the Nielsens as if the network had been winning May sweeps.
This should be a cattle prod to NBC's entertainment department: Although nobody expects a scripted drama in the throes of ultracompetitive fall to perform as strong as an international sporting event airing against repeats, constant ratings declines are not necessarily inevitable, either.
Amen! See the other five on THR's live feed.