THE MAINSTREAM MEDIA are finally discovering something I knew all along: “It’s cool to be Canadian!”

It’s only natural this discovery should happen during an Olympic Games, in which media critics (and thousands of other viewers) in norther-tier U.S. regions routinely discover the more thoughtful, less hype-centric CBC coverage.

CBC’s even more vital during a Winter Olympics, what with the Dominion’s traditional strength in hockey, snowboarding, and especially curling (the official World’s Greatest Game). This vitality was only serendipitously enhanced by the emergence of two Canadians as heroes of the current games’ biggest story.

It must be noted, however, that NBC’s coverage this time around is thankfully more CBC-like. That is, it’s more devoted (especially in its daytime blocks on MSNBC and CNBC) to actual sports coverage aimed at people who are, or could conceivably become, interested in the actual sports. Someone there finally noticed that with the network no longer airing baseball, pro football, or (after this season) pro basketball, it’d better start to do right by the one big sports package it still controls.

Over the past three biennia, NBC’s Olympics telethons drew fewer and fewer viewers, especially young-adult TV viewers, even though they’re a celebration of young-adult achievement. By dumbing-down the events and their storylines into ready-for-prime-time pablum, tape-delaying events and then showing only brief snippets of them in between interminable personality-profile segments (usually about workaholic athletes who don’t really have personalities), and by reinterpreting every event as The US vs. Those People, NBC made its telecasts a big joke to anyone who seriously participated in these sports and a squaresville turnoff to other young-adult viewers.

So this time, we get long(er) stretches of live (or, on KING, two-hour-old) events, with canned cutaway segments respectfully educating viewers on the events and their particular inherent dramatic qualities. The personality pieces are fewer, and include at least a modicum of non-US participants. (Of course, it helped the network that it had a real news story at the games to which it could give the OJ/Monica/Jon Benet tabloid treatment.)

I still prefer the CBC approach, though. For one thing, they’ve got much more curling. Also, they spent much less time reiterating every twist-N-turn in the skating-judging affair, even though it starred two Canadians. And its late-night shows are refreshing apres-ski entertainments built around the games’ outdoor concerts (several of which have starred Canadian performers). NBC has the same ol’ grating Leno, who just gets more Attitude-dependent and unlistenable as he approaches his tenth anniversary.