HBO Sports, NFL Films and the Dolphins announced that the team will appear on the seventh season of "Hard Knocks" beginning Aug. 7 on HBO. The five-episode series will air on Tuesday nights at 10:00pm ET, with an encore Wednesdays at 11:00pm, culminating in a Sept. 4 season finale (HBO). In West Palm Beach, Ben Volin writes the Dolphins' front office, “which faced potential local-TV blackouts in five of eight home games last season, undoubtedly will welcome the publicity Hard Knocks will generate, especially after an off-season during which they were rebuffed by a glamorous free agent (Peyton Manning) and a big-name coaching candidate (Jeff Fisher).” Dolphins coach Joe Philbin said that “he -- not owner Stephen Ross or the business staff -- made the decision to give the TV show full access to camp.” Philbin said, "Our owner, Steve, supported our decision, but in no way, shape or form forced us to make this decision. … It's a chance for us to show the new direction, identity of this football team" (PALM BEACH POST, 5/30). Philbin added Ross "really wanted to stay out of it for the most part and make it a football decision." Philbin: "He in no way influenced this decision.” In Miami, David Neal notes Ross “used the word ‘transparency’ earlier this offseason in discussing with fans and media how the team would like to handle things in the future.” HBO’s “Hard Knocks” is “something that clearly wouldn’t have been considered under the watch of secretive” former Exec VP/Football Operations Bill Parcells and former coach Tony Sparano (MIAMI HERALD, 5/30). ESPN.com’s James Walker notes the Dolphins “would have never done” the show “with Parcells still in the building.” This is “further proof Miami is entering a new era.” The Dolphins “are struggling with ticket sales and their national perception isn't very good,” so this gives the team “a chance to open their doors and let people see them close up” (ESPN.com, 5/29).
TIME TO REESTABLISH: In Miami, Greg Cote wrote the Dolphins are “trying to reestablish themselves as a prominent national franchise … and that planned brand-rebuilding is the major reason why the club agreed to be featured” on the new season of the show. The Dolphins “are not as prominent, recently successful or star-driven as HBO would like, although best bets for lots of face time figure to include” Philbin, RB Reggie Bush and the quarterback battle featuring first-round draft pick Ryan Tannehill. A source said that another reason for the Dolphins agreeing to "Hard Knocks" is an "attempt to steer the focus and conversation back onto the football field and away from front-office notoriety” (MIAMIHERALD.com, 5/29). In Milwaukee, Bob Wolfley wrote if nothing else, "Hard Knocks" is a way for the Dolphins “to capture some attention in a market where the MLB team has a new stadium and the NBA team is one of four teams left in the playoffs” (JSONLINE.com, 5/29). The PALM BEACH POST’s Volin prior to the announcement wrote the show “could do more to improve the team’s image -- both locally and nationally -- than any marketing campaign or community out-reach program.” For six weeks, “every radio show in the country will be talking about the Dolphins the day after each episode airs.” The Dolphins “will be all over SportsCenter and the football shows on ESPN and NFL Network.” The team also will “dominate the local sports talk scene, which can only help ticket sales” (PALMBEACHPOST.com, 5/28). NFL Network’s Jamie Dukes said, “There has to be a change of the PR culture with the Dolphins. ... You’ve heard the stories. Players just don’t want to go down there and be a part of that franchise.” Dukes: “Maybe this is an opportunity where they get a chance to see the Dolphins on TV” ("NFL Total Access," NFL Network, 5/29).
MAKING A BIG SPLASH: NBC Sports Network’s Amani Toomer said the Dolphins are a “team that needs to be rebranded,” and the organization “needs to find a way to reenergize not only the fan base, but the season-ticket holders." Toomer: "They need to make a big splash, and by having ‘Hard Knocks’ come in there and maybe look behind the curtain a little bit, they’re going to get more notoriety” ("NBC Sports Talk," NBC Sports Network, 5/29). CBS’ Bill Cowher yesterday acknowledged that “Hard Knocks” could help the Dolphins “building their fan base,” but added that “training camp TV is a bad idea” (USA TODAY, 5/30). Meanwhile, ESPN's Colin Cowherd said, "Isn’t it funny it’s Miami, who has Stephen Ross ... who is the guy who wants the celebrity owners." Cowherd: "What does it tell you about the culture of that franchise?” (“SportsNation,” ESPN2, 5/29).
AN ODD CHOICE: FS FLORIDA's Chris Perkins wrote under the header “Dolphins An Odd Choice For ‘Hard Knocks.’” Perkins noted it has been 27 years since the Dolphins played in the Super Bowl, they have made “one playoff appearance in the past 10 years” and they have “no big-name stars.” Locally, interest in the team “is so low it has been reported they anticipate using tarps to hide the empty seats in the upper deck of Sun Life Stadium" (FOXSPORTSFLORIDA.com, 5/29). In DC, Matt Brooks wrote “the always intriguing, genuinely provocative Miami Dolphins who have a new coach in former Green Bay Packers’ offensive coordinator Joe Philbin, still lack a proven quarterback and traded away their most colorful character when they sent wide receiver Brandon Marshall to Chicago in March.” Brooks: “This sounds like must-see-TV!” (WASHINGTONPOST.com, 5/29). ESPN’s Michael Wilbon said, “Other than Reggie Bush, the Dolphins? Who are they?” (“PTI,” ESPN, 5/29). ESPN's Dan Le Batard said, "On top of being bad for 10 years, the Dolphins have been boring. Who is the face of the Miami Dolphins? Who are they going to trail around to get the good sound from, Matt Moore?” Le Batard said even the Jaguars would have been better because “at least with the Jags you would have had somebody with a wonderful mustache" (“Dan Le Batard Is Highly Questionable,” ESPN2, 5/29). Denver Post columnist Woody Paige asked, “Who really cares honestly about the Miami Dolphins? They’re no longer relevant in the National Football League. We want to see something that’s controversial." Dallas Morning News columnist Tim Cowlishaw said, “It’s ‘Hard Knocks.’ We know they can send their cameras to any camp and make it work. They did it with the Chiefs one time when they weren’t exactly a high-profile team. This will be their ultimate test” (“Around The Horn,” ESPN, 5/29).
