Related forum: World's top athletes fire back at IOC  Turning back the clock  European broadcasters protest new olympic schedule

The IOC announced in late October that the swimming finals and some of the artistic gymnastics will be held in the morning, Beijing time, instead of in the evening as is traditional. The move was reportedly the result of heavy lobbying by NBC, which wanted to broadcast those popular events in prime time in the United States.

The ABU President, Genichi Hashimoto, made the protest call at a news conference in Beijing on the occasion of the ABU's annual General Assembly.

"We are very disappointed and strongly regret the changes that have been made to the time schedule for swimming and gymnastics," said Mr Hashimoto, who is also President of Japan's public broadcaster, NHK.

"The Olympic Games is a highly-anticipated event which everyone all over the world is looking forward to watching. We have to give serious consideration to this matter so that such a regrettable incident will never happen again in the future," added Mr Hashimoto.

Les Murray, ABU Sports Group Chairman, said the majority of the press has described this "as the worst decision by the International Olympic Committee in recent memory and one that is obviously designed to only benefit the giant US television network NBC."

The move could cost Asian broadcasters millions of dollars in lost ad revenue, said John Barton, ABU's Head of Sports.

"We want the Olympic family to be strong. We want to see a true partnership of equals regardless of commercial muscle," David Astley, ABU Secretary-General said in a speech to the Sports Group meeting that preceded the General Assembly.

Last week, the European Broadcasting Union also protested the IOC's decision, but the IOC rejected the EBU's call for rescheduling, saying its decision is "final".