Online schedules: NBC's Olympics listings takes a bit of work (you have to enter your ZIP code and select a television provider, even if you just want online listings). However, once you've done the work, it'll send you notifications when events you've selected will be broadcast. Jason Kottke has found Google and iCal calendars, which will allow you a bit more flexibility in setting up alerts, and the New York Times has a schedule as well. And of course, there's an official schedule from the organizers in China, with times listed for Beijing's time zone (16 hours ahead of San Francisco, 13 hours ahead of New York) — probably the best place to go for daily updates, as smog and weather may upset the schedule.

Sling Media's Slingbox: For those with more money than time, the best solution might be a Slingbox. Then you can beam your home satellite or cable signal over the Internet to your laptop, desktop, or iPhone, and remotely switch between NBC and MSNBC.
Pros: You can get great quality, even HD, if your home Internet connection is fast. There is SlingPlayer software available for a range of not just operating systems but handheld devices as well.
Cons: Prices start at $129.99 and your selection of Olympics coverage is limited to what's available from your satellite or cable provider, which means missing early heats and niche events and having to put up with tape delays by the networks.

International proxies: It is possible to watch live streams from other countries, such as BBC Sports from the UK or CBC Sports from Canada, by configuring your browser to run through an anonymous proxy. I recommend using Mozilla's Firefox browser with the FoxyProxy add-on installed. Xroxy has a handy list of proxies which you can sort by country to find proxies in the UK or Canada — which must be anonymous, and preferrably running the SOCKS protocol. Your best bet is to get a geeky British or Canadian friend to install a proxy on their machine for you and your Yankee friends. The latency can be frustrating, but once you get a stream started it will work fine.
Pros: Quality streams from legitimate providers, and if you're accustomed to jingoistic U.S. coverage, the charming accents from the Beeb's announcers and the humble mien of the Canadians can be quite refreshing.
Cons: Takes some technical know-how to set up, and proxies come and go. You might miss an event because you're too busy fiddling with your settings or a proxy fails when too many people sign on.

Video on demand: If you're running Windows Vista, you can download events using TVTonic for "Olympics on the Go." Torrent client Azureus works on any system to help download events after the fact, especially the most popular ones like tennis, football, boxing and basketball — Torrentz cross-site search of multiple BitTorrent indexes should make it easy to find the Spain versus China women's basketball game you might miss tomorrow. YouTube's official channel is blocked — even using international proxies — though a reader came up with a crack that works for now. Other less thoroughly policed online video sites like Veoh, Metacafe, Dailymotion and Megavideo will also have videos.
Pros: Torrents will be high quality and work for anyone, while video-sharing sites will be easiest to use.
Cons: Nothing will be live, obviously, and no one knows how long video clips will remain on sharing sites.

P2P Streams: The way I'll be watching online will is through MyP2P, a site that catalogs live sports and television streams from around the Web, listed by event. It helps to run Windows, though not necessarily Vista, because many streams require software downloads — check out MyP2P's beginners guide for tips, including where to find software downloads and optimization settings. I ended up finding live BBC coverage of the opening ceremonies via Justin.tv, which ran just fine in my browser. If you can't find the channel you want in the media format you prefer, check wwiTV, TV For Us, TV Channels Free, Channel Chooser or BeelineTV among others.
Pros: Free and fairly easy once you've installed most of the media players listed by MyP2P. And it's fun to watch coverage from other countries — I'll be watching all my football with spanish-speaking announcers whenever possible.
Cons: Quality is hit-or-miss, stream links come and go, and you have to think ahead in terms of scheduling to make sure you've got all the necessary programs installed. Also, Mac users will want to install Windows XP through Parallels or Fusion for the widest selection of channels.

As long as viewers can't click on a television commercial or otherwise alert an advertiser that their pitch succeeded or failed, TV commercials will remain undertargeted and obnoxious. Yes, that means Chevy will continue to tell you this is our country for quite some time.

Here's what I think Brin meant to say, but couldn't.

Google is currently testing TV advertising with satellite provider EchoStar, which just purchased Sling Media. Sling Media makes a device called the Slingbox. It relays television through the Internet for viewing on a PC.

If Google were to introduce an advertising unit similar to its YouTube InVideo ads for this subset of TV viewers, it could, perhaps, start to make TV advertising as accountable as Brin suggested it already was.

When a Google TV/EchoStar advertiser's commercial shows up on a PC screen through a Slingbox, Google could make a link to the advertiser available. Then, Google would have click-through data and actual accountability. But not until then.

For now, all Google can determine is whether a given TV set is actually turned on and tuned to a specific channel at the time an ad runs; it also claims to detect when people change channel in the middle of an ad. But if you go to the toilet mid-ad? Google has no clue. The fact that it had to turn to Nielsen to supplement this with demographics about the people watching an ad just goes to show how weak Google's TV-ad data really is. Funny how no one seems to be holding Google accountable for this.

(Photo by danagraves)

Sling Media's main product, the Slingbox, differs in a key way from popular digital video recorders like TiVo. Instead of recording programs for later display in the living room, the Slingbox rebroadcasts what's on your TV, live, to your laptop, cell phone, or other Net-connected screens. While TiVo lets you shift TV shows in time, Slingbox lets you move TV programming to other places. (This is especially handy if, say, you want to follow your home team's games, only available on your local cable system, while you're on the road.)

Obviously, a Slingbox could be hooked up to EchoStar's Dish Network boxes. But it could just as easily be connected to a DirecTV box, or a cable hookup. So why would EchoStar buy something that's so hard to turn into a proprietary advantage?

Obviously, EchoStar could introduce set-top boxes that have Slingbox functions, saving space under the TV set. But I think there's more to it than that. Internet bandwidth looks set to increase continuously, while capacity on EchoStar's satellites appears increasingly constrained. If the Slingbox rebroadcasts any video signal over the Internet, couldn't EchoStar, one day, skip the satellite altogether and pump television programming over the Internet — what's known in the industry as IPTV?

Of course, in IPTV, EchoStar will face competition ranging from AT&T to Microsoft. No small challenge. But Krikorian, the Sling Media founder, has faced unlikely odds in introducing a new, difficult-to-explain piece of hardware, winning critical praise and blog buzz, and now selling his company at a more than healthy price. If he's sincere in staying on at EchoStar, as he told PaidContent, Ergen's company has a chance to transcend its satellite-TV heritage. That seems worth a few hundred million dollars.