SBD/Issue 193/Sports Media
MLBAM, Yankees Officials Discuss Live Local Streaming Of Games
Published June 25, 2009
|Live In-Market Streaming Of Yankees Begins
July 8, Priced At $49.95 For Rest Of Season
PRICE POINT: Pricing for the product, if pro-rated over the course of an entire season, is nearly identical to costs for MLBAM's out-of-market subscription package MLB.TV -- a move arriving by design as Bowman said most MLB.TV subscribers focus their viewing on a specific club. Dolgin: "They're not paying $49.95 to get Yankees games. They get the games already on TV. But with this deal, they're getting it in a different way, they're getting portability." The Yankees' in-market feed, supported by MLBAM and accessible at Web sites for the Yankees, YES and Cablevision's Optimum Online, will be a "dirty" feed that contains all of the same ads shown on YES TV broadcasts. But Dolgin said that with enough subscribers to the product, Web-only spots could be eventually sold. The service is not being sold for mobile devices (Fisher & Ourand, SportsBusiness Journal). Dolgin said that the pricing has "not been determined beyond this season." Dolgin: "When you're the pioneer, you try to learn as you go." He added that the $49.95 cost is a "fair one that YES depended" on MLBAM to set. Bowman: "I guess if it's the wrong price, we'll know who to blame. We sell hundreds of thousands of out-of-market packages priced at $109 to $119 and fans think it's fair. They don't seem resistant to it" (N.Y. TIMES, 6/25). On Long Island, Neil Best notes it is "unclear how much demand there is for the product, because it is unprecedented." Yankees Managing General Partner & co-Chair Hal Steinbrenner said, "We're pretty sure a lot of [fans] are going to take advantage of it" (NEWSDAY, 6/25).
DuPuy Expects Majority Of Clubs To Be
Involved With Streaming Next Season