MLB Network Receiving Praise For Covering Adversarial Stories

MLB Network Receiving Praise For Its A-Rod Coverage

The most notable aspect of MLB Network since it launched January 1 is "how well it's covered adversarial news, proving it's not just a propaganda machine," according to Joe Lemire of SI.com. The "first real test" came two weeks ago amid the news Yankees 3B Alex Rodriguez tested positive for steroids in '03, and instead of ignoring the report, the net "swooped in and covered it extensively." MLB Network President & CEO Tony Petitti said, "When this story broke, we covered it. We had thoughtful discussions. The guys on the desk had different perspectives. ... It was an important moment for us to show that we were going to ask good questions." Lemire noted MLB Net is "still finding its groove ... with its advertisers, as a number of its commercials are in-house ads." While the national recession and the fact the MLB season has not begun are factors for a lack of sales, Petitti "points out that the sales staff was only fully in place as of October and that the network is 'on target' for its ad sales." Deutsch Inc. Chief Media Officer Peter Gardiner said, "It's normal that a startup is not going to go from zero to sixty in just a couple of months." He added the net has a "great product, and we've heard that sales are going pretty well." Lemire noted Nielsen "hasn't started tracking the channel's viewership and the network doesn't have any internal data to release." The net currently is "trying to find the balance that will satisfy the seamheads but still appeal to more casual fans." MLB Net host Matt Vasgersian: "If we're too inside the culture, if it's too restricted to the clubhouse viewers, we're going to lose a lot of people. To the credit of our analysts, they're aware that this is for the fans. It's not for ownership, and it's not for guys in the clubhouse" (SI.com, 2/20).

READY FOR THE REGULAR SEASON: In California, John Maffei wrote the net has "turned out to be first class." MLB Net's Harold Reynolds said, "That's not a surprise. All our guys ... are not only good, but they're versatile, quality people. Baseball fans have been craving a 24-hour network, and we hit the ground running. And if you like us now, just wait until the regular season" (NORTH COUNTY TIMES, 2/20).

SPRING FEVER: MLB Network will air 61 Spring Training games involving all 30 MLB clubs. The channel will telecast 45 of those games live, starting with tomorrow's Giants-Indians match-up at 3:00pm ET. MLB Net's games will be simulcasts of local broadcasts, using local announcers. Other Spring Training highlights on the network include Team USA, featuring SS Derek Jeter, against the Yankees on March 3, the Cubs and Yankees playing the first game at the new Yankee Stadium on April 3 and the second game at Citi Field, featuring Red Sox-Mets on April 4 (John Ourand, THE DAILY).