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NBC’s Ironman World Championship broadcast moves up to October 27

Thanks to the Lance Armstrong effect.

Formerly shown in December for ninety minutes, the Ironman World Championship broadcast on NBC will now be shown on October 27 – fourteen days after the race.

The broadcast will now be two hours in length and it is expected that much of that extra time will be used to feature coverage of seven time Tour de France winner Lance Armstrong – who has been making headlines around the world with his return to triathlon.

Read more about this story at Bloomberg Businessweek.