NBC's pay-it-forward campaign

It only cost NBC about $894 million in rights fees for the 2008 Beijing Olympics, plus another $125 in production costs. Advertising is supposed to be exceeding $1 billion, so maybe it'll all be a wash.
Just in case, it has a plan that sounds like it's just come out of the sit-com "30 Rock."
Push those DVD sales, my friend. Order now. While the iron is hot.
In addition to already offering a two-volume set that covers all four hours of the Opening Ceremony, and a "General Highlight" DVD to "relive the drama and excitement," the network was pumping another one, "Michael Phelps: Greatest Olympic Champion, the Inside Story" almost after he won his eighth medal on Saturday.
Go to the NBCOlympics.com site (click here), and you'll find it only costs $80 to own all three of those issues (the 2 DVD set is $29.99, versus the $19.99 on the other two). The shipping date isn't expected to be until Sept. 15, and they aren't guaranteeing arrival until another 10 days later. Meaning, it'll be right around Week 4 of the NFL season.
Which, at that point, the Summer Games will likely to already be an afterthougth.
Maybe if sales go well, they'll already start taking pre-orders for the 2010 and 2012 Games highlights.