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Leagues and Governing Bodies

Shorter MLB Commercial Breaks Could See More Creative Ad Usage

One of the more controversial new rules is pitchers being forced to face at least three battersGETTY MAGES

The MLB-MLBPA deal that includes reducing between- and middle-inning commercial breaks to two minutes "will speed up the game," but it will also force rights-holders to "be more creative with spots they air inside the body of a game," according to sources cited by Bob Raissman of the N.Y. DAILY NEWS. The reduction means that fans "will likely see more of those 10-second 'roll-ins,'" in which the screen is "split to air the commercial and the game simultaneously." There also will be "more virtual reality inserts of sponsor names on the field, walls and dugouts." The bottom line is that there will be "many more paid messages transmitted to viewers, in a variety of ways, than before." If RSNs "lose money because of a shortfall in commercial time it may be only a matter of time before the outlets will be forced to cut back on equipment and/or personnel" (N.Y DAILY NEWS, 3/17). In Boston, Peter Abraham wrote the new rules that will come as part of the deal were "largely common sense, not overly intrusive and should improve the game." Reps from both sides said that they also were "relatively easy to agree on." However, agreeing on how "best to divide the game’s vast revenues will be far more complicated" (BOSTON GLOBE, 3/17).

STRATEGIC THINKING? On Long Island, Anthony Rieber wrote the most controversial of the new rules is the one that will "force pitchers to face at least three batters per appearance unless it’s the end of the inning or the pitcher gets injured." MLBPA Exec Dir Tony Clark said that the union’s opposition "mirrors what has been heard from many players, managers and others around the game: The three-batter rule will interfere with strategy." Cubs manager Joe Maddon: “Whenever you impact strategy, I don’t like that. The pace of the game, I’m all about it. The length of the game, I don’t think it really matters. Strategy should be left alone” (NEWSDAY.com, 3/17). Orioles manager Brandon Hyde said, “Helping the pace of play in our game can only be beneficial. Some of the stuff, when it comes to the strategy part of it, I have to wait and see" (BALTIMORE SUN, 3/16). Astros manager A.J. Hinch: "The strategy of the game is something we hold close to our hearts as managers and an industry, but we have to play by the rules" (HOUSTON CHRONICLE, 3/16). In Chicago, Paul Sullivan wrote MLB will "survive the three-batter minimum, just as it has survived other changes." Meanwhile, MLB has "tabled the draconian measure of introducing a pitch clock," and also "kicked the idea of a universal designated hitter down the road again, knowing eventually it will become reality" (CHICAGO TRIBUNE, 3/17). An SI.com roundtable discussed the implications of MLB's new rule changes (SI.com, 3/16).

PLAYER PERSPECTIVE: In N.Y., Kristie Ackert noted Clark held a meeting with Yankees players Saturday morning that "lasted two hours and was described by one player as very 'active.'" Clark said, "Guys are asking questions, yes, but also talking to one another like we have not seen in some time. ... We are in a different place than we have been." After MLB's second straight slow offseason, many players are still free agents just 10 days before Opening Day. Clark said, "There are guys who could help teams win, who do not have an opportunity, who do not have a job. We remain hopeful, but it continues to highlight the concerns we have with the industry in general" (NYDAILYNEWS.com, 3/17). ESPN.com's Buster Olney wrote there has been "conversation about possible surveillance in the industry in recent years," which is another example of "significant tension between the union and management." Some players feel that they "might have to alter their phone use" because they "never know who might be watching or listening." Olney: "Paranoia? Nah. Just a sign of the times" (ESPN.com, 3/17).

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