Torino or Turin?

Scott Collins in the LAT:

“The Winter Olympics are providing a language quandary for the TV networks, which don’t quite agree what to call the Italian host city.

NBC Universal, showing the games on its various over-the-air and cable channels, has slapped the ‘Torino 2006’ logo across its coverage, using the Italian name for the city on the Po River. Ditto the International Olympic Committee.

Geographic dissent, however, has already emerged.

‘Turin is the city’s English name,’ anchor Elizabeth Vargas told viewers Friday on ABC’s ‘World News Tonight. ‘Just as we would say ‘Rome,’ not ‘Roma,’ ‘Florence,’ not ‘Firenze.’ ‘” So ABC is sticking with Turin. But Torino “is the preferred choice at cable outlets Fox News Channel and CNN…”