"We have an opinion but we have to keep good relations with the IOC and support them as much as we can," Marculescu said. "The final decision is with the IOC executive board."

NBC is looking to rebound after its prime-time Olympics coverage from Turin in February plunged 37 percent from the 2004 Salt Lake City Games.

Turin averaged 20.2 million viewers per night, while Salt Lake City averaged 31.9 million.

There was an even steeper decline among viewers 18-to-49 years old, a demographic coveted by advertisers. Ratings for Turin were down 45 percent among these young viewers.

NBC had promised its advertisers an average of between 12 and 14 ratings points for the Turin Games and barely made it: The average rating was 12.2, according to Nielsen Media Research. Each ratings point represent 1,102,000 U.S. households.

"Whatever the decision is, if it's good for television in the United States, that creates an interest in our sport and that creates future young Olympians," Schubert said. "That's huge for our sport."

Schubert pointed out that at the 1988 Seoul Games, half the finals were held in the morning and half in the evening.

"It's not unprecedented for us to be asked to make a change," he said. "I've just tried to prepare the coaching community for it in a positive way and they've reacted in a positive way. I think Americans are very good at swimming in the morning."

Schubert said if the IOC approves the change, some U.S. meets would probably adopt a similar format to get swimmers used to going for gold in the morning.

"Our approach will be to continually remind them that we're going to be best-prepared to do it the best," he said. "Don't make it a big deal, but don't be shocked if it happens."