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Diamond Is ForeverDec 10th 2013, 4:45am
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Diamond Is Forever

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ArmoryTrack.org   Dec 10th 2013, 4:45am
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by Elliott Denman — posted on 12/9/2013


Peter Diamond's
pride in his 2:07 half-mile is infinite.

He did it as a sophomore at New York’s Riverdale School — up in the hills west of Van Cortlandt Park — and it remains his career best.

But it's what it represents means more than anything else. After those PR laps, track and field was in his blood forever, and one thing surely led to another, and another, and another.

Just look at him now.

All these years later, NBC’s Peter Diamond is one of the most decorated executives in American TV. The 14 Emmy awards he's won are just part of it. The Gold Effie — representing recognition by the TV and advertising industries — is another. And the 16 Olympic Games, summer and winter, that he's worked — these days as Senior Vice President, Programming/NBC Olympics — are yet more.

His 30 years as a senior network sports executive lead the way in American TV history. He's seen 'em come and he's seen 'em go, and he's still at it, loving the job more than ever.

Yet there is always room for a new adventure, and that's what brought him to the Grand Ballroom of Indianapolis' J.W. Marriott Hotel Thursday night to talk to gathered delegates at the opening session of the annual National Meeting of USA Track & Field.

His first major career advances came not thanks to some Yale professor, but to fellow New Yorker Bob Hersh, now IAAF Council Vice President. "He (Hersh) was my teacher and mentor," said Diamond. "I always loved track & field and I was very, very fortunate to get that kind of education. You could never get that at any college."

True to his roots in the sport, growing up, his Dream Team was the 1968 U.S Olympic track & field team (featuring such notables as Bob Beamon, Lee Evans, Wyomia Tyus, Al Oerter, Jim Hines, Tommie Smith and Randy Matson).

He made these "few very basic points" about track and TV:

"We all know that track and field in the United States is blessed with great athletes. What you may not know, though, although you might sense it, is that there is a very solid audience on TV for track & field in the United States.

"I can assure you that our televised meets, and their audience levels, are retaining their core audience of loyal viewers, and that's a very important very important thing."

Most critically, he stressed, this remains the case in a day and age when there are hundreds of viewing options.

"The second point I want to make," said Diamond, "is that NBC very much enjoys its cooperation with USA Track & Field, and thanks to (USATF CEO) Max (Siegel) and his team we're looking forward and moving strongly to a long-term understanding between our organizations regarding the televising of this sport.

"It's going to be mutually beneficial to both parties, meaning USA Track & Field and its athletes and its constituents, and our viewers. The whole (USATF) team, they’re excellent to work with, and most important, forward-thinking, knowledgeable and decisive."

So, down the road, look for these to be decisive factors in the flagship sport of the Olympic Games' continued presence on the tube.

Soon after Diamond's 2:07 half-mile, his writing ability caught up to his running talents and eventually left them in the dust.

He moved from Riverdale School to Yale University, where one of the best things he ever did was join the staff of the Yale Daily News. Covering Yale sports next led to opportunities to cover his favorite sport for Track & Field News, which opened the doors to a post-Yale job opportunity at ABC-TV in the relatively new field of Olympic research.

Three decades have now flown by and he's served two stints each at ABC and NBC, following the changeover in TV rights ownership each time.

He got high marks for his work leading into ABC's coverage of the 1976 Winter Olympic Games in Innsbruck and the Summer Games in Montreal, and was ready for a major production role at the 1980 Moscow Summer Games — until President Jimmy Carter pulling the plug on any official U.S. involvement.

But Diamond went to Russia anyway — where the best he could do was get snippets of the Games bereft of the U.S. and key supporters onto the "Sportsworld" program.

And he's been a key man at every U.S. Olympic network production since — Sarajevo and Los Angeles (1984), Calgary and Seoul (1992), Lillehammer (1994) and Atlanta (1996), Nagano (1998) and Sydney (2000), Salt Lake City (2002) and Athens (2004), Torino (2006) and Beijing (2008), Vancouver (2010) and London (2012).

Now, Peter Diamond and NBC are ready to take on the challenges looming at Sochi in February, with Rio De Janeiro (2016) looming over the horizon.

No, track & field's global Diamond League is not named after Peter Diamond.

From his vantage point at 30 Rock, though, he'll always have the best interests of the globe's top sprinters, hurdlers, jumpers and throwers, at heart.

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