National and regional sports networks "are creating
unique -- and in some cases, lucrative -- synergies"
between programming and the Internet, according to R. Thomas
Umstead of MULTICHANNEL NEWS, who writes that the "creation
of content- and interactive-heavy sports Web sites is
imperative for the networks as the rollout of high-speed
cable modems increases." Industry observers "believe it's
important for networks in general -- and for strong-branded
sports networks in particular -- to provide compelling
Internet content not only to extend the brand, but also to
help sell cable modems into the home." ESPN Exec
VP/Programming Dick Glover: "Just as new programming drives
the distribution of cable boxes, innovative Internet
programming will drive the penetration of high-speed
modems." Internet content currently consists of "pictures
and text," but "a few networks are already offering video
streaming of their programming." Umstead writes that the
use of video and audio streaming by The Golf Channel.com has
"made the site very popular with golf enthusiasts." While
brand identity "is bringing users to the Internet," it is
usually "hard to quantify how much effect the sites are
having on network ratings." SportsChannel FL offered its
site users the chance to write questions to NHL Panthers
announcers that were often read on-air during games. That
feature "was so popular with fans that it helped to increase
Panthers ratings by a whopping" 57% (MLTCHANNEL NEWS, 6/16).
