He will be returning to the Olympic Unit, headed by Gary Zenkel, after seven years as executive producer of "Today", America's most successful morning show. 

Bell had earlier this year taken a break from "Today" and worked as executive producer of NBC's London Olympics coverage, which attracted criticism because it did not show Usain Bolt's victory in the 100 metres live on its main network. 

His return to work full-time in sport coincides with "Today" losing its place at the top of the ratings after 16 years and him facing criticism for axing Ann Curry as the co-host of the show.

In his new role within NBC Sports, Bell will have "editorial and creative control over NBC's Games," NBC Universal said.


"The Olympics is one of the signature franchises in television, and for more than two decades they've been a huge part of my life," said Bell.

"The London Olympics was especially exciting for me, and I look forward to continuing through future Games working with so many good friends and colleagues."

Prior to moving over to run "Today," Bell had spent 16 years with NBC Sports & Olympics. 

He has worked on every Olympic Games NBC has broadcast since Barcelona in 1992. 

NBC last year paid $4.38 billion (£2.66 billion/€3.44 billion) to keep the rights to broadcast the Olympics through until 2020. 

"There is no doubt that Jim is the right person to be our Olympic production leader into the future," said Mark Lazarus, NBC Sports chairman.

"His professionalism was unmatched in leading the London Olympics to record levels.

"Jim has worked with the best in the Olympic television world, and we're excited to have him join us as the full-time executive producer."