NBC Sports head honcho Dick Ebersol says the network will take a financial loss on the upcoming Vancouver Olympics.

He pointed out that while ad sales lagged last spring and summer, that number has risen to levels equivalent to former Olympics in Turin, Italy, and Salt Lake City.Where the network will lose money is because license fees have significantly increased since then and production costs have also risen.

The Vancouver Olympics, which runs Feb. 12-28, are the first winter games to be broadcast entirely in high-def.

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