Zenkoji Temple to be backdrop for CBS Games coverage

Staff writer

NAGANO -- It was sheer enthusiasm that allowed CBS to use what it calls "the heart and soul" of Nagano -- Zenkoji Temple -- as the hub of its broadcast operations for the Winter Olympics.

The U.S. broadcaster finished building its three-story, steel-frame studio last month on the grounds of the 1,400-year-old temple, only a glance away from its main sanctuary. "The enthusiasm of CBS is incomparably greater than that of the Japanese media," said Shuei Wakaomi, a monk and chief executive of the temple. "Japanese television stations never even asked us for the use of our property for their Olympic broadcasting."

The temple did not allow construction of any building except prefabricated or makeshift tents on its grounds, until the zeal of Rick Gentile, CBS Sports senior vice president, finally moved Wakaomi's heart in September. "I realized that our temple must become open to the world and go beyond the border," the monk said.

On his first visit to Nagano in 1994, Gentile said he immediately realized the temple was where CBS needed to be. "We told him (Wakaomi) that we thought it was important that the U.S. audience see Zenkoji every night in the background behind our host, and we wanted people to know that was where we thought would be the cultural and spiritual center of the city," said Gentile, who is now on his 17th visit here from New York.

Though the temple declined the CBS offer to pay rent, CBS might voluntarily make a donation in gratitude to the temple, Gentile said. CBS has already spent millions of dollars on its Olympics broadcast preparations, and the temple's majestic view promises to help CBS get a good return on its investment.

The U.S. broadcaster paid a record $ 375 million for the right to televise the Games, a full 70 percent of the total collected by Olympic organizers from 11 broadcasters worldwide. Adding in production and marketing costs, CBS's total investment in its Nagano coverage amounts to $ 500 million, according to the company.

Gentile said, however, that CBS has already earned $ 500 million in revenues through the sale of advertisement spots on its Olympic telecasts -- and 10 percent of the commercial slots remain unfilled. CBS also overwhelms other media in the size of its staff. Of an estimated 8,000 reporters and television crew members who will gather for the Nagano Games, more than 1,500 are from CBS.

The CBS crew, all wrapped in identical staff jackets, are seen throughout this city of 360,000. The yellow vests of some 4,200 police officers, who will be out on streets during the Games, might pale in comparison.

Asked about CBS' influence on Olympic scheduling, Gentile said the only change CBS asked for was a move of 15 minutes for men's hockey games. "You'll hear a lot of things about CBS, like CBS did this, CBS did that ... but it's not true," he said.

Some Japanese media have suggested that CBS requested the 11 a.m. starting time for the Feb. 7 opening ceremonies, allowing U.S. viewers to watch the event during prime time. But Gentile said it was the International Olympic Committee that made that decision independently. Fortunately for CBS, the opening ceremonies start Feb. 6 at 9 p.m. Eastern Standard Time, making the 16-day Olympics in Japan spread over 17 days for U.S. viewers.