Versus' Davis Plans Original Programming To Draw Younger Demo

Davis Targets Younger Demos For Versus

Versus President Jamie Davis "plans to develop more original non-event programming" for the net, and he said that Versus needs to "attract a younger audience to make the network more attractive to both advertisers and sports properties," according to John Ourand in this week's SPORTSBUSINESS JOURNAL. Versus execs believe that if the net is "able to bring in younger demographics," they will be in a "better position to bid on major sports rights, such as NASCAR, the NFL or virtually every other major property." Davis: "When the next big rights are up, we'll have a better foundation and younger demos. We are developing a strategy and plan to grow at an appropriate pace so when rights are up, we're perfectly positioned." Davis cited the net's new original programming, like "Sports Soup," which debuts next Tuesday, and "planned digital applications as areas that will help lower the average age." Ourand notes at the end of '07, the "average Versus viewer was 47 years old, which was older than ESPN (39 years) and ESPN2 (46 years)." But through 39 weeks in '08, Versus' averaged age "has dropped to 43." Meanwhile, the net still is "battling a perception problem that it is too niche and doesn't hold the gravitas of bigger sports channels," despite deals with the NHL, IRL, PBR and Tour de France, among others. But Davis said, "We're not that interested in highlights and news. Versus is not a me-too network. We're not looking to create another 'SportsCenter.' We want to be more innovative and different." He added, "Don't look at us as The Hockey Channel. We're on track to be a leading 24-hour, seven-day-a-week major sports channel" (SPORTSBUSINESS JOURNAL, 10/6 issue).