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When you pay $2.2 billion for something, you expect to be able to do what you want with it. When you broadcast the Olympics, however, there's a certain lack of sympathy among viewers who understandably believe that your multibillion-dollar property belongs to the world.
This is the trouble at NBCUniversal, which shelled out that staggering amount of money for the 2010 and 2012 Olympic games, sold $1 billion in ads, and hoped that it could continue to get traction in the Nielsen ratings among U.S.
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