SMT Conference: Panel Not High On College Conference Networks

Panel Skeptical Of College Conference's Ability To Launch National Network

A panel of high-level media executives expressed skepticism that the Pac-10, ACC or other college conferences could launch an independent or national network. The panel -- featuring CBS Sports Exec VP/Programming Mike Aresco, ESPN Exec VP/Sales & Marketing Sean Bratches, Pali Research & Cable Systems Equities Managing Dir, Media Analyst & co-Head Richard Greenfield, Comcast Programming Group President Jeff Shell and SCP Worldwide Partner Carl Vogel -- agreed that it would be difficult for any conference to launch a network in the current climate because distributors prefer to add content to existing channels rather than launch new networks. Aresco said, "The Pac-10 has real value but you have to be realistic with the conference. ... The teams out there need more exposure. They need to become more household teams. You've got USC in football. You've got UCLA in basketball. Because historically, they were on late at night, it's been hard for them to get the traction they need.” Vogel said, “Most distributors would prefer to have that high quality content go on networks that we already carry. ... The league and conference networks make more sense regionally than nationally.” Bratches urged conferences considering launching their own network to weigh the exposure they would sacrifice nationally with the revenue potential a network might offer. Despite helping launch The mtn. network, Shell said, “I'm not a huge fan of college conference networks. If you're a college conference and looking to satisfy that exposure equation for recruiting and Olympic sports, I'm not sure having your own channel on channel 451 helps.” Aresco said that the SEC's decision to leverage the potential launch of its own network was a good strategy, and he expects others to do the same. He added, "There's branding (for conferences) that comes with being on broadcast television."

Bratches Feels League Nets Will Become ESPN's Biggest Rival

CHALLENGE THE LEADER? The panelists also discussed who would be the biggest competitor to ESPN in the future. Bratches expects the biggest competition for the network to come from league networks. He said, "We hold nothing against the leagues for trying to grow their business. It's what everyone's trying to do.” Shell agreed, adding, "The place where the league owned networks are interesting is when they're there for their own rights. That's going to get increasingly tricky. ... It's going to be interesting to see how they manage that contradiction over time.” Shell declined to address any questions about a potential Comcast-NBC merger. He did say that Comcast's plans for an Olympics network in conjunction with the USOC were on hold and added that the company is waiting to hear from the IOC before proceeding. Shell said, “The Olympics is interesting. I think there probably is room for an Olympic channel at some point, somewhere. Our objective all along was to do that with the blessing of the IOC and USOC and all the interested parties.” He expects an Olympic channel to get done as part of the next bidding cycle for Olympic rights, which is slated to take place in '10.