NBC is paying more for the Games than any other broadcaster

American network NBC wants swimming and gymnastics finals to be held earlier than usual to suit its audience.

Sparkes told BBC Five Live: "I'm sure the athletes and coaches would prefer evening finals. That's what they've been trained to do over the years.

"It's a question of whether you're (trying) to satisfy one particular audience or a worldwide audience."

Interview: British swimming chief David Sparkes

Interview: GB performance director Bill Sweetenham

NBC is keen for the finals to be held in the morning in China so they can be broadcast in the evening in America, when audiences are at their peak.

The network has paid $894m (�491m) to broadcast the Games, compared to the European Broadcasting Union's outlay of $443.4m (�244m).

But Sparkes said: "The danger is that you'll change the programme every time the Olympics moves around the globe to suit whoever's paying the biggest investment. That can't be right for the audience who are watching it.

"If we make a decision for Beijing, will we have to change it again for London?"

A meeting will be held in Beijing in August to finalise details of the scheduling of events.

The International Olympic Committee, sports officials, television executives and the Beijing organisers will attend the meeting.