The Opening Ceremonies in Rio delivered the lowest ratings for NBC since 2004, audience down 35% from London opener 4 years ago.

NBC blames this on "changing media viewing habits" - which sounds like they've given up on trying to adapt to changing media viewing habits.

“To expect the same pure television consumption four years removed from London just isn’t logical, but overall consumption is at or above our expectations,” said NBC Sports spokesman Greg Hughes. A comparison to London, he said, is “apples to oranges” given changing media viewing habits.

Innovating inside old media is hard, apparently.