NBC, which is banking on all-stars like Michael Phelps to pull in audiences, delivered a promising start during last night's opening ceremonies broadcast — part of the network's $894 million licensing deal. Some 35 million Americans tuned in during the primetime show from Beijing, 19 percent more than 2004's Athens games, according to Nielsen's preliminary numbers, which we're always uneasy about trusting but they're what advertisers care about. Meanwhile, NBCOlympics.com clocked 4.2 million unique visitors for the day. It's a big day for 30 Rock.