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March 26, 2009
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Night Moves: UNC, Duke Have Late Starts Times Due To Popularity

UNC, Duke Get Late Tipoffs
Because They Bring Viewers
Duke and North Carolina tip off their NCAA Tournament Sweet Sixteen games at the "ridiculously late time" of 9:57pm ET on Thursday and Friday, respectively, and CBS Sports Exec VP/Programming Mike Aresco indicated that the schools are "too popular for their own good," according to Scott Fowler of the CHARLOTTE OBSERVER. CBS' rights deal with the NCAA allows it to schedule the games, and Aresco said Duke and North Carolina are the "most marquee teams in this tournament, and so their games are the most marquee games. Those late games -- that's your most important ratings window. The West Coast audience kicks in for you. And you want fans to have the anticipation factor. You want the build-up. You don't want people to say, ‘Well, we'll watch the first game and not worry about the second one.'" Aresco conceded that the network tries to be "sensitive" to the late start times preventing some children from watching the games. Aresco: "It's just unfortunate. Hopefully, kids will be allowed to stay up. ... But our job is to get the highest ratings possible" (CHARLOTTE OBSERVER, 3/26).  

ROOT FOR THE HOME TEAM: CBS throughout the tournament in some markets has cut away from games that include local teams in order to air "other games featuring dramatic finishes," but in Milwaukee, Bob Wolfley wrote he would "prefer to see the entire ending of the home teams' closely contested games ... rather than some other teams' finishes." What local viewers "gain in tournament flavor from other sites, they lose in coherence and continuity of the games they care about the most." By trying to show "both games to viewers particularly interested in just one of them, you end up missing portions of both" (MILWAUKEE JOURNAL SENTINEL, 3/25). However, in Buffalo, Alan Pergament writes while CBS' coverage of the tournament "wasn't perfect" during the opening weekend, it is "hard to argue too much with most choices and game switches." CBS' decision last Thursday to cut away from the Duke-Binghamton game for the more competitive UCLA-VCU game "may have frustrated" Buffalo-area fans. However, UCLA's 65-64 win "was a much better game than Duke's." Regardless, ratings for last Thursday night in the Buffalo area were up 21% from '08 on CBS (BUFFALONEWS.com, 3/25).  


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