This week, THE DAILY talks with ESPN Exec VP/Programming & Production MARK SHAPIRO — one of the youngest, most influential people in the sports TV industry. Shapiro is responsible for all programming under the ESPN Original Entertainment banner — including the popular "Pardon The Interruption" and "Beg, Borrow & Deal," as well as "Around The Horn," set to debut Monday. Shapiro joined ESPN in '93 as a production assistant, rising through the ranks quickly, serving as coordinating producer on the multiple emmy-winning "SportsCentury" series and ESPN Classic President & GM along the way.
THE DAILY: What is one device you couldn't do without?
SHAPIRO: I yearn to go back in time when there was no e-mail, cell phones, palm pilots or pagers. I don't know how we ever got any work done, but you had more control over your life.
THE DAILY: Which company or brand do you most admire?
SHAPIRO: Of course, I'm pretty proud of the ESPN brand. But when it comes to original programming, HBO. Their history of risk-taking and quality with that genre serves as an example to everyone in the industry that it's possible to break through the clutter. When you put a sharp, intelligent and distinctive product on the screen, the viewer will find it.
THE DAILY: What CDs are currently in your car?
SHAPIRO: None. I listen to ESPN Radio, NPR and Imus.
THE DAILY: What's the best movie you've seen this year?
SHAPIRO: "Road to Perdition." What a dramatic arc. The mob guy saves his son, and his son saves the mob guy's legacy. It's "The Godfather" with heart.
THE DAILY: What's your favorite thing to do when not working?
SHAPIRO: Spend time with my son. He's almost two and could not care less about the TV business. That helps me recharge.
THE DAILY: Do you agree with the statement that sports — unscripted events with uncertain endings — are the ultimate in reality programming?
SHAPIRO: Yes. Sports is not just the ultimate in reality programming, it's the original reality programming.
THE DAILY: What is the ideal subject for your sports-reality TV series?
SHAPIRO: An episodic similar to the storylines and characters portrayed in the movie "Any Given Sunday." Oliver Stone's movie had all the ingredients you want in a dramatic series featuring a sports backdrop — a flashy young quarterback, the aging former star QB struggling to extend his career, a crackerjack female GM taking over the business side of the team in a way that irks the coach and a coach like Pacino, whose way of coaching died with the dinosaurs in today's star-athlete-driven sports world, but ultimately succeeds. There is no richer canvas on which to paint dramatic stories, be it through movies or episodic series, than the canvas of the sports world.
THE DAILY: Which sports executives have had the most profound effect on your career?
SHAPIRO: The "B & B" combination — STEVE BORNSTEIN and ESPN President GEORGE BODENHEIMER. Clear-cut leadership, vision and bold decision making.
THE DAILY: Which sport or league will see its popularity increase the most over the next few years?
SHAPIRO: The NBA. They have a terrific product, and now they will have all the platforms ESPN and ABC will bring to bear in marketing and presentation.
THE DAILY: What is the first change you would make as NBA Commissioner?
SHAPIRO: I would guarantee that each playoff series goes the distance, with the final game going to triple overtime.
THE DAILY: What is your favorite sporting event?
SHAPIRO: Ratings. I can't cheer for anyone anymore. This job has totally screwed me up.
THE DAILY: What is your favorite sports venue?
SHAPIRO: Wrigley Field. Enough said.
THE DAILY: How much time do you spend on the Internet every day?
SHAPIRO: Not as much as I'd like, given the pace of our company and this industry.
THE DAILY: Who influences you?
SHAPIRO: I learn from everyone, but if I had to single out one person, DICK SCHAAP's legacy of journalistic integrity, in-depth knowledge of a variety of subjects and his ability to relate to all kinds of people inspires me every day.
THE DAILY: What new TV genre/form of programming is about to emerge? Or is there an old one waiting to be revived?
SHAPIRO: More and more basic cable networks are doing made-for-TV movies as a way to brand their services with signature programming. We've done one, "A Season On The Brink," which was commercially successful, and have "The Junction Boys" planned for this December. We also plan to do two per year going forward.
THE DAILY: Who plays with you in a golf foursome of sports executives?
SHAPIRO: I don't play golf, but since we have deals with MLB, the NBA, NFL and NHL, a foursome of league commissioners would be a great draw. I'd like to follow them for 18, maybe bring some cameras and make a TV show out of it.
THE DAILY: What is the deal you are most proud of?
SHAPIRO: This isn't really a deal per se, but I'd have to say the "SportsCentury" project. Award-winning team effort and a once-in-a-lifetime opportunity.
