NBC Universal will begin its "challenge to ESPN in earnest when it rebrands Versus as NBC Sports Network on Jan. 2, but it faces a long road before it can conceivably catch the established leader in sports," according to Dan Hirschhorn of AD AGE. Ad buyers, sports marketers, media rights experts and NBC execs said that it will "take years to win even a modest bite of ESPN's lunch." NBC Sports and Versus President of Programming Jon Miller said, "We're not trying to launch on Jan. 2 and immediately be all things to all people. We're out there in the marketplace and looking to grow into a very attractive alternative for sports fans who are looking for this. But it's a gradual process. It takes time." NBC Sports Network will "face challenges including sports rights that are locked up for years to come, its low profile among viewers and place on the channel guide, and ESPN's strong position as the unrivaled sports marketing giant and go-to venue for brands that want to capture young men." Initiative Senior VP & National Broadcast Dir Kevin Collins said, "Content is king, and they do have the NHL, but they need to be a serious player when these other rights contracts come up in the next few years." NBC's assets in its "uphill effort include an established sports story-telling brand, the deep pockets of a Comcast management that has demonstrated an affinity for snatching up new content, and a formidable marketing arm that traverses numerous TV, digital and other platforms." NBC Sports Group as a whole "already has the rights to Sunday Night Football, the NHL, the Olympics, Major League Soccer, boxing and some other properties." But its portfolio "pales in comparison to ESPN's broad and deep collection of major sports." And NBC's "quest for more rights will be held up by the recent trend toward longer deals." NBC Sports Network will also "get some marketing around NBC's Super Bowl broadcast in February." NBC has not "committed to an actual in-game spot, but News Corp.
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