Pac-12 officials entering this season are intent on figuring out how to provide more exposure to teamsgetty images
Pac-12 Networks will make a "tactical shift" by placing an "emphasis on football content that’s designed to satisfy fans now and benefit the Pac-12 over the longer haul," according to Jon Wilner of the San Jose MERCURY NEWS. For years, network execs seemed determine to "keep football in check, lest the beast swallow whole the conference’s beloved Olympic sports." This season, however, fans will "see the beginnings of a revamped approach fueled by the campuses themselves and implemented by a new management team." Pac-12 Networks President Mark Shuken said, "The universities and the athletic directors have told us they want to emphasize football." Wilner notes football is the "prime driver of campus revenue and fan engagement; and the next media contracts will be based, to a large extent, on the perceived levels of fan engagement." The Pac-12 Networks "should be all about football -- about marketing the product and deepening the connection -- whenever the opportunities arise." Shuken: "We have to elevate and promote the value of our football product to potential distributors for the next six months and the next six years." For the first time, "every end-of-spring football scrimmage was broadcast on Pac-12 National." Wilner: "The new strategy is necessary, it’s long overdue, and it reflects Shuken’s larger mission: Using the best options at his disposal to build engagement for the looming media rights negotiations" (San Jose MERCURY NEWS, 8/7).
ATTRACTING MORE EYES: In this week's SPORTS BUSINESS JOURNAL, John Ourand notes Pac-12 officials are "intent on figuring out how to provide more exposure" to its teams. Pac-12 Commissioner Larry Scott said, "A main purpose of our TV networks was our mission, which was to create a platform to create value and a competitive advantage for all these Olympic sports that we’re so proud of. I feel like we’re only scratching the surface in terms of taking advantage of owning and controlling your own TV network.” The channel will "launch a Pac-12 Networks-produced 'College GameDay'-style show at each campus." The net also "plans to send reporters and crews to campus on Wednesdays, two days earlier than they used to arrive." Scott: "These are not decisions you make for financial reasons; there’s no ROI on that. You make that decision because you see a lot of value in the positioning, exposure and what that will do for you from a marketing perspective and a recruiting perspective" (SPORTS BUSINESS JOURNAL, 8/6 issue).
