Turner Sports is dramatically reworking its online coverage of the upcoming NCAA men's basketball tournament to include a two-pronged distribution plan that includes a fee-based component. The new March Madness Live, rebranded from its prior product name March Madness On Demand, will work primarily on a TV Everywhere-based model in which games will still be available for free streaming online on an authenticated basis. For example, a tournament game shown on TBS can also be seen live and for free online by fans who get TBS on their cable or satellite system, and authenticate themselves through the channel's website. The same will hold true for tournament games shown on TNT and truTV. But fans who either cannot authenticate, or choose not to do so, can buy a $3.99 all-access pass that includes coverage of all 67 tournament games across all major digital platforms and includes live statistics and social media integration. The former MMOD was a fee-based product for three years before moving to a free, advertising-supported model in '06 while the property was under the management of CBSSports.com. That model continued last year as Turner Sports took over control of the digital tournament coverage. But Turner Sports execs said the $3.99 offering is designed more as a supplement to the TV Everywhere model. "Frankly, we'd prefer people to authenticate and watch that way," said Turner Sports Senior VP & GM Matt Hong. "The goal is for this to be a TV Everywhere product. We think this structure positions the games much more in line with the TV Everywhere model and where authentication in general is going." Hong added he does not believe the pay product will be a significant revenue driver. As recently as two years ago during CBSSports.com's final year running MMOD, games were available on a one-click basis from hundreds of sports sites. Tournament games shown on CBS will remain free online at CBSSports.com.
FIRST MOVE TO ANDRIODS: Mobile distribution of March Madness Live includes a first-ever deployment to Android smartphones. Games seen online through the authentication structure will be a replication of the televised feeds, and not include the supplements featured in the pay product. TV Everywhere is available to about 75 million U.S. homes, leaving out more than a quarter of the country's entire TV audience. But Hong said he hopes March Madness Live "will be a good driver to increase that number." Hong: "You need tentpole events like this to help drive adoption." Coke Zero, one of the NCAA Corporate Champions, will be running a promotion beginning next week to provide a limited number of codes good for a free copy of the $3.99 March Madness Live product.
