NBC Olympics, just cool
Check out the opening ceremonies on the NBC Olympics web site. The ceremonies were impressive. Beijing did a fantastic job to make this visually entertaining. NBC topped it by letting me watch this when I want to, and with no TV required. No cable TV service, no DVR fee, etc. I could get used to this.
NBC's web site, www.nbcolympics.com, is awesome too. The "enhanced player" is really neat, useable, and enjoyable. Consider the screenshot below. I'm able to watch 4 events simultaneously - and I love the UX in how they let me control which event and viewing window to watch this in. I also like that I can watch live and/or recorded events. The icons on the left allow me to look for videos in different ways including top videos watched, by sport, as seen on TV, and Olympic highlights.