Red Button (except Freeview), there is a time table and you select any sport and can watch every single event live.
I suspect the Olympics has some rule about always being on a free to air station and picking the biggest one for every year. The Olympics is an amateur event so isn't really in the business of selling "rights".
The BBC, which also holds Olympics rights through to 2020, paid about 60 million pounds ($94 million) to broadcast the London Olympics.
Read more here: http://www.sacbee.com/2012/08/03/4689838/london-olympics-offers-a-boost.html#storylink=cpy
Surely we are only broadcasting everything (first time ever) because its the Olympics.... a huge event. Not everyone wants to see every premier league football game on BBC (though could use the red button thingy).
It's what for 2 weeks though...? Not like we're going to host it again anytime soon either.not everyone wants to watch table tennis i mean seriously who will bother watching that once the olympics are over? same as the clay pigeon shooting etc etc
The Olympics is an amateur event so isn't really in the business of selling "rights".