The Olympics Made Brian Roberts Cry and Other Tales of Comcast’s Quest for Sports Media Domination

ESPN who? The cable giant in our own back yard dropped $4.4 billion to essentially call “shotgun” on Olympic coverage through 2012. And that’s just one of many moves Comcast has planned to capitalize on what really gets people to watch television—live sports. [Fortune]

In the December issue of Philadelphia magazine, Steve Volk details how Comcast’s Steve Burke—the man tasked with revitalizing NBCUniversal—plans to help the cable giant capitalize on its on-screen presence.