"So Comcast is doubling down on sports."

There isn't much Golf Channel talk in Douglas Alden Warshaw's still-interesting Fortune story on NBC going all in on sports coverage to rebuild the fourth place network.Thanks to Mike O'Malley for Tweeting this.

But Comcast's ambitions extend far beyond simply turning NBCU into a well-managed business: Roberts and Burke believe they can transform the entertainment unit into a multimedia juggernaut that takes advantage of its parent's deep pockets, scale, and digital know-how. At the heart of the strategy? Sports. Bigtime, ratings-grabbing sports such as the Super Bowl and, yes, the Olympics. "NBC Sports is 5% of the portfolio, but sports is our 'tell,' " Burke says. "Sports is how we're going to move forward with the rest of the company."