Ratings for the 2016 Olympics dropped 18 percent from the 2012 London games, and going live everywhere could help turn that around. With the 2018 event occurring in PyeongChang, South Korea, big events that are scheduled to take place in the morning there will happen during the prime time window on the East Coast of the US. Rather than forcing viewers to jump on the internet to watch events live, going all live on TV could boost those ratings back up in the place where advertisers are paying the most money.

NBC will kick off its evening lineup simultaneously at 8PM ET, 7PM CT, 6PM MT, and 5PM PT, with a break for local news and then the “Primetime Plus” package in all areas. The network has already signed up for Olympics broadcasts rights through 2032, however, exec Jim Bell would only tell the LA Times that it is “likely” to continue the all-live broadcasts for Tokyo 2020 and Beijing 2022.