While Fox officials "seem eager to jump into" their
NASCAR coverage, there are "some questions" about NBC's
"approach" to the sport, according to Mike Mulhern of the
WINSTON-SALEM JOURNAL, who noted Fox "has a history of
edginess that seems quite appropriate," but NBC has "done
little to make anyone in the garage enthusiastic about what
it might bring to the sport." Mulhern: "It's almost as if
NBC just jumped on the train because it needed something to
fill the NFL void. NBC execs don't seem to have a feel for
this sport yet, or much real interest." Meanwhile, there
are "indications" that Fox "wants to jazz up the Busch
Series, perhaps trying to turn it into something more akin
to the WWF than NASCAR, into something more rough and tumble
and in-your-face." But Mulhern noted there is "the question
of who will actually carry the bulk of the Busch races."
Mulhern: "Perhaps cable channels CNBC and FX, which could
cut the TV audience considerably." Mulhern added that NBC
and Fox execs "both may be underestimating how rough it
could be to keep ... big crews on the road for such long
stretches." Mulhern also wrote that there will "apparently
not [be] much" crossover between the two networks. NASCAR
execs "worked hard, but apparently in vain, to get the two
networks to have common pit-road crews and common camera
crews" (W-S JOURNAL, 8/20). Mulhern writes today, "Bad news
for those keeping track of the journalistic credibility
factor in the new television package -- NASCAR officials are
expected to be posted inside the Fox and NBC control rooms,
seated next to the producers" (WINSTON-SALEM JOURNAL, 8/21).
THE MOUSE LOOKING FOR THE ROAR? Meanwhile, Mulhern
noted that the "slumping price" of Int'l Speedway Corp.'s
stock "makes the company a bargain buy, despite sluggish
ticket sales for some events." Mulhern added that Disney
may be interested: "According to two sources, Disney
officials may be interested in trying to buy controlling
interest in ISC" (WINSTON-SALEM JOURNAL, 8/19).
STILL SEEKING PROPER PROMOTION? NASCAR Senior VP & COO
Mike Helton, when asked how concerned NASCAR is with its
declining ratings: "We're not going to sit here and say we
are comfortable being 4 percent off, but we feel like there
is a pretty valid reason why we are. TV number[s] just
don't happen by themselves without the broadcasters
(promoting) themselves" (K.C. STAR, 8/20).
