DON'T worry about the Olympics franchise as a whole. In CBS' defense, the singular mix of an unfamiliar locale, disastrous weather, and no stars was the main reason for poor ratings. Which means that future Games shouldn't lose their luster as premier programming events. "While advertisers might not discount this year's numbers," says analyst Steve Sternberg of TN Media, "they understand that the Winter Games in 2002 are taking place [in Salt Lake City] and will do better." And as for Sydney, notes Littlefield, the Summer Games "have historically been a phenomenal American success story. Our athletes are [always] competitive." And U.S. golds mean U.S. viewers.
Of course, all of that will be little comfort to CBS. That might explain the song played during the closing credits of Nagano's final telecast: "Let's Call the Whole Thing Off."
