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NBC keen on the Michael Phelps ratings effect

US network NBC acquired the rights for the 2009 World Swimming Championship in Rome and for the USA Swimming National Championships from 2009-11.

Financial terms of the deal with USA Swimming were not revealed. NBC had already acquired the rights to the 2012 US Olympics swimming trials and the 2012 Summer Olympics in London.

NBC will provide weekend coverage of the 2009 World Championships, with co-owned digital channel Universal Sports providing midweek coverage.

Phelps has said he will continue to swim competitively through the 2012 games.