Cartoon: Horn of plenty From The Executive Editor: NHL advantage Space: The next frontier in sponsorship? From the Field of Social Media Golf’s outreach to women will continue From The Executive Editor: Disruptions Cartoon: Hungry for ratings From The Executive Editor: Glenn Wong Sutton Impact: Tailoring sales staff Wong’s jobs span sports business
SBJ/November 10 - 16, 2003/Opinion
NFL Network confronts its own high standards
Published November 10, 2003
The much-anticipated NFL Network launched last week, and the evolution of the start-up will be one of the most closely watched stories in sports. We're anxious to see what this launch, like NBA TV, Speed, The Golf Channel and others before it, delivers to viewers — and how it does so.
The league is in position to deliver unfiltered access to the game. But with access comes responsibility.
However, with access and distribution come responsibility. Responsibility to and respect for the viewers. We know these league-owned networks will have a PR-friendly perspective, but the moment they present their news and information through a heavy filter, we hope viewers flip the remote. NFL Network's Howard Katz was quoted as saying, "We're not going to go out of our way to break stories, but in order to have any credibility, we'll have to deal with issues as they arise." OK, we don't anticipate reruns of "Playmakers" on the NFL Network, but we trust it won't ignore some of the pressing and controversial issues facing the game, because credibility with viewers is essential to the business success of the network.
The network is still locked in negotiations with a number of operators over carriage, and we are not using this space to comment again on the dispute between operators and programmers. So, while the debate continues over the business model on the league-owned network landscape, we pare it back and look at the potential of these offerings — expert production, never-before-experienced access, state-of-the-art visuals, to go along with objective news and analysis. All while being a "complementary medium" to their business partners. The NFL Network and networks affiliated with other sports and leagues have set high standards. We hope they live up to them.