Once the NHL CBA is settled and they agree to send NHLers to Sochi, a deal will get worked out. As long as that's still in the air, they won't really know the true value of the rights.
With NHLers, it's worth a lot more than without.
Sochi is in a bad time zone for broadcasting to Canada because they're 8 hours ahead of Eastern Time and 11 hours ahead of Pacific Time. Events starting at noon in Russia will start at 4am ET; events starting at 8pm in Russia will start at noon ET.
Rio isn't as bad because they're in the equivalent of Atlantic time, only an hour ahead of ET.
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