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 havent discussed this with Dick, Mr. Falco said. But I suspect well 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 Foxs talent show?

　　We wont 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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