NBCUniversal Chooses iHeart As Exclusive Audio Partner For Paris Olympic Games

To be forewarned. This is a baby boomer story. When I was growing up, there were four TV stations. We had one television set in the house. If adults were watching something else, you were out of luck.

My brother and I spent much of her pre-teen years listening to sports on the radio. We’d listen to baseball, football, basketball, and even boxing via audio.

Because the announcers knew the audience was essentially blind to the images, their descriptions of the sport and the competition were vivid, detailed, and memorable.

Today, we’ve come full circle. In an age where almost everyone from teen to senior citizen has a phone with robust video capability, we’ve witnessed the resurgence of audio.

As proof positive of that trend, NBCUniversal has chosen iHeartMedia as its exclusive audio partner for the Olympic Games Paris 2024. As part of the agreement, iHeartRadio will provide 24/7 play-by-play audio channels of select NBCU linear coverage of the Games; create an original Olympic iHeartPodcast hosted by Bowen Yang and Matt Rogers; produce Olympic-specific episodes from some of iHeart’s top podcasts; and promote tune-in for NBCU’s comprehensive coverage.