June 26 (Reuters) - Comcast's ( CMCSA ) NBCUniversal

will modernize its coverage of the Paris Olympics by including

more behind-the-scenes footage and discussion of pop culture,

the media company said on Wednesday.

"We'll have the best drama, the best reality and the best

comedy show all rolled into one," said Rick Cordella, president

of NBC Sports, during a presentation in New York City.

The global sporting event is a crucial opportunity for

NBCUniversal, which holds the rights to air the games in the

U.S., to rake in advertising revenue and viewers, who have long

eschewed cable and traditional television in favor of streaming

services.