By Mel Bracht Modified: August 15, 2008 at 1:22 am •  Published: August 15, 2008
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The Olympics have gone multimedia in a big way with the Beijing Games.

Not only was the United States' 4 x 100 swimming relay team's dramatic victory over France on Sunday night seen by millions of TV viewers, it also produced 1.7 million video streams on NBCOlympics.com, with 1.5 million electing to share the link with other Web users, NBC officials said.

NBC has introduced a new measurement, TAMi (Total Audience Measurement index), which combines figures for TV, Internet, mobile phone and video on-demand.

Sunday's TAMi, the highest to date, totaled 113 million users, including 94.8 million television, 7.8 million online, 495,000 mobile phone and 27,600 video on-demands.

Although NBC is streaming about 2,200 live hours on its Web site, NBC officials say the Internet coverage is actually increasing TV viewership. NBC research president Alan Wurtzel said about 50 percent of online video users are going online to see something they missed on TV and about 40 percent go to watch what they saw again.