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The International Olympic Committee has awarded the media rights to the 2014-2020 Olympic Games to NBC.
Early reports from Lausanne, Switzerland, peg NBC's bid at $4 billion, which would make this the most expensive TV rights deal in Olympic broadcast history.
While many observers predicted that Comcast-NBC Universal would come up short in Lausanne, the Peacock on Tuesday outflanked rivals ESPN and Fox for the blockbuster four-event package.
News of the winning bid began flooding Twitter at approximately 12:45 p.m.