Universal Sports Boosts Distribution To More Than 45 Million HHs

Universal Sports has added 20 new TV markets, boosting its distribution to more than 45 million HHs (NBC Universal). SPORTSBUSINESS JOURNAL's Ourand & Mickle report Universal Sports added about 15 million HHs through the distribution increase, "signing deals with NBC affiliates" in markets including Houston, Miami, Seattle, Denver, Portland, Indianapolis and Salt Lake City. The channel has been "gaining distribution by occupying the digital multicast bandwidth used by over-the-air broadcasters," and that strategy "effectively creates an end-around the traditional cable and satellite route most new networks have to take." NBC "immediately gave the channel access to the multicast streams at its 10 owned-and-operated stations," and these new deals are "with local NBC affiliates not owned by NBC." Affiliates are not paying a fee for the net, but "have worked out a revenue-sharing advertising deal with Universal Sports in exchange for distribution." NBC plans to "keep pitching the channel to its affiliates in other local markets" (SPORTSBUSINESS JOURNAL, 2/16 issue).