It appears NBC was able to turn the tide around; not the anti-NBC sentiment surrounding Leno vs Conan, but the declining ratings pattern of recent broadcasts of Golden Globe Awards. According to Radio/television Business Report, The 67th Annual Golden Globe Awards presented NBC with the highest 18-49 rating in its three-hour Sunday time period in five years, excluding sports telecasts, and awarded the network its biggest non-sports viewership in the slot in six years.

And it wasn't NBC's fault that it started raining as the first celebrity arrivals occurred around 2:30PM Los Angeles time. It was, however, Dick Clark Productions' and Hollywood Foreign Press Association's collaborative miscalculation not to tent the red carpet driveway into The Beverly Hilton on Sunday.

Chrysler's brand CEO donated his own 300C for the Haiti Earthquake Relief. The car was signed by many celebrities and was to be auctioned off with the hopes of raising $1M. Celebrities were handed red, yellow, and blue colored ribbons as they stepped off their limos and stepped onto the red carpet. During the telecast many celebrities mentioned Haiti either directly or indirectly, and some of them donated either their dresses or actual cash, some as much as $1M.

But the show must go on, and it did. After the winners were revealed, the after-parties (see pics) became the center of attention. For many, it made sense to hang out at The Beverly Hilton and attend one of several, rather than wait outside for their limo to show up. The Beverly Hills Police Department made sure you had no more than 10 seconds to find your ride, otherwise the 'turn-around-the-block' lasted as much as 45 minutes, as Sophia Loren and his son found out not so happily. I know because I helped them fend off the autograph and picture seekers and let them have the use my umbrella.

Speaking of umbrellas, The Beverly Hilton provided tens if not hundreds of red and white umbrellas, at no cost to anyone who needed them. And they had plenty in their inventory. I guess they were prepared. Great use of logo, branding and subtle sponsorship by the way, at little cost. Great ROI. Way to go The Beverly Hilton.

For some (different) pictures, as you've probably already seen all the 'red carpet posed' pictures on every publication, legal or otherwise, please visit the iSponsor flickr site. Now I am off to get ready for the GRAMMYs.