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NBC's Winter Olympics web coverage expanded

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Finally, the Sochi Winter Olympics starts this Friday! NBC, in anticipation of increased internet traffic, rolled out its new website with a new emphasis on images, video and social sharing.

"We wanted to get our site going before Sochi, because we are hoping for an influx of traffic and interest in it," said NBC News president Deborah Turness Tuesday morning in reference to the coming Winter Olympics. She called the site the "foundation stone" of her vision for the unit.

At an unveiling Tuesday morning at 30 Rock, Turness says the new site is about "tearing down the walls that traditionally have divided TV and digital."

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