About half of the public who are using mobile phones to pull down video or data about the Olympics have been trying out that technology for the first duration, NBC said on Wednesday.

NBC Universal, a unit of General Electric Co., has been using the Olympics as something of a research lab to track the adoption of new media technology. Since the opening ceremony last Friday, the company has made composition available online, through video on demand and via cell phones along with traditional TV.

The number of citizens requesting Olympic composition by their phones is still relatively small — 494,506 on Sunday and 476,062 on Monday — but NBC executives say they’re stunned at how many of those never used the phones for that purpose before.

“To some extent, the Olympics are beginning to influence how public use new technology,” said Alan Wurtzel, research president for NBC Universal.

By far, however, television is still the preferred format.

Of the estimated 107 million humans to experience at least a few minutes of the Olympics on Sunday, 95 percent watched it on TV, NBC said.

Given the choice amoung a high-definition TV placed before a sofa or a small, grainy picture on a computer screen, it’s still a pretty obvious signal, Wurtzel said.

NBC’s prime-time ratings are running well ahead of the Athens games in 2004. Through five days, the average prime-time viewership for NBC is 31.3 million, the network said. Interest in Athens started slowly but heated up with gymnastics, while the Beijing games have been a draw from the start.

It has become a communal event that the country has enjoyed sharing, Wurtzel said, a rarity in the day of media fractionalization.

“I don’t think you’re going to see too much of that in the future,” he said.

Americans downloaded some 1.7 million video streams of Monday’s stunning…

Original post by dhiram