he U.S. Olympic Committee’s venture into the TV business is irritating some international Olympic leaders — not exactly the reaction the Americans were expecting when they decided to create a network solely devoted to promoting the movement.
“We firmly believe that what we’re doing with this network is in the best interest of the Olympic movement,” Bellingham said. “This is something that’s going to deliver great value to them. It speaks to the ideals of the movement. There’s nothing out there that does that on a year-round basis.”

At least one IOC member agreed. Dick Pound of Canada, the former lead negotiator for American TV rights, said his country has also been looking to bring a 24-7 network to air.

“I can’t imagine that would be any concern for the IOC other than to say, `Hey, this is great,’” Pound said. “It’s more exposure for the Olympic movement. Looking at it in utilitarian terms, it will probably enhance the value of the Olympic rights.”

NBC spokesman Brian Walker said network executives were traveling and not available for comment.

The network intends to bid for the 2014 and 2016 Games. Because of the shaky economy, the bidding has been delayed until after the 2016 Games are awarded in October.

Though Olympic trials would likely be the most lucrative of events the USOC network could air, Ueberroth insisted there’s another mission, which is to expose younger people to sports that are out of the mainstream, and in turn help create healthier lifestyles and keep the Olympic pipeline flowing.

All noble gestures, though in the end, it figures programming, timing and finances will make or break the network.

Many Olympic leaders were growing impatient as the process to bring the network online dragged out over nearly three years.

Some wondered if there was any way to make it profitable.

Others, including some at the IOC, wondered how it would affect the relationship with NBC.

Still others wondered where the viewers are going to come from. Most Olympic sports have extremely dedicated — but extremely small — fan bases.

None of those questions have been answered yet, nor are there any specific answers on how many people the network will reach.

The USOC partnered with Comcast, which will carry the channel on its basic digital tiers, with hopes to expand to other cable partners in the future. That should reach at least 10 million homes to start.