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Preston Beckman, an executive vice president of the Fox network who is its chief scheduler, said: "We just decided we weren't going to lay down this time. We're just sticking to our knitting."
ABC's and Fox's salvoes against the Olympics come at a time when NBC is hoping to overcome the absence of the American figure skater Michelle Kwan and disappointing performances by United States skiers.
Among viewers 18 to 49, the category most networks care most about, the 11.7 rating for "Idol" on Wednesday beat NBC's 4.1. In addition to the two "Idols," "House" and "Grey's Anatomy," ABC's "Desperate Housewives" and "Lost" surpassed the Olympics with viewers 18 to 49.
"Idol," "Housewives," "Lost" and "Grey's Anatomy" are linked by having rabid followings among women 35 and older, an audience that NBC counts on for the Olympics.
"People have relationships with these programs," Stacey Lynn Koerner, an analyst for Initiative Media, said. "They are like their close friends or relatives."
She added: "You don't get that very visceral connection to the content of the Olympics. It's a two-week-long event with a lot of people you don't really know."
Mr. Falco acknowledged that NBC would be in a better position to promote the Olympics if it were in first place in prime time and that its ratings would be better if the American team were doing as well as it did in Salt Lake City and in the Summer Games in Athens in 2004.
But he said he was not worried about NBC's Olympic investment. "I'm on top of $900 million in advertising revenues that I have to protect with ratings and performance, and I feel very good about it," he said.
Mr. Falco said that prime time is only one element of NBC Universal's Olympic picture. He said that the strategy of spreading coverage to its USA, CNBC and MSNBC cable channels, and of expanding its Internet presence on nbcolympics.com, was succeeding.
"This is about realizing that the Olympics is more than about network television now, and the future is about being a content provider," Mr. Falco said. "In the future, it's going to be about going deeper with audiences."
The cable networks have reached 36.5 million viewers since the start of the Olympics, 35 percent more than they attracted for their regular programming in the same month last year. For example, curling on CNBC from 5 to 8 p.m., Eastern, Monday through Wednesday generated a rating that is 67 percent above what CNBC produced for various sports during the 6 p.m. to midnight period during the Salt Lake Games.
Internet users have downloaded 2.9 million video streams since the Winter Games began.
But even as NBC looks toward an even broader Olympic future — into broadband and possibly pay-per-view — so much focus remains on prime-time. Prime-time is where advertisers pay $500,000 to $700,000 for a 30-second commercial.
As NBC approaches its next smackdown on Tuesday with "American Idol," what will it do? Dick Ebersol, the chairman of NBC Universal Sports and Olympics, who oversees the production, is quiet about his intentions.
"I haven't discussed this with Dick," Mr. Falco said. "But I suspect we'll go on that night and program it the way we normally would, using our best stuff, as we build toward midnight." Would NBC shuttle any part of its ladies' figure skating coverage past 10 p.m. to avoid a possible third defeat by Fox's talent show?
"We won't back down to anything," Mr. Falco said.
Richard Sandomir reported from Turin for this article, and Bill Carter from New York.
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