Comcast Likely to Get NHL Deal
The Philadelphia Inquirer is reporting that the NHL and Comcast are close to signing a two-year, $100 million US deal. ESPN does still have an option though:
If the NHL approves the deal - and that is considered a formality at this point - the contract will be forwarded to ESPN. In April, ESPN opted to not renew its $70 million option to televise NHL games for 2005-06 and 2006-07, but the network retains the right to match the new offer, according to a source. ESPN has carried NHL games in the United States since 1985.
Comcast plans on putting the games on OLN.
OLN is available in about 61 million households, compared with more than 70 million for ESPN2 and 80 million for ESPN, but the new programming should help OLN expand its reach.
The numbers certainly aren’t horrible and as mentioned, the new programming should have many cable systems add OLN to their lineups. Of course having OLN and knowing you have OLN are two different things.
It’s been rumored that Comcast will pursue an NFL contract to broadcast Thursday and Saturday night games late in the NFL season.
The NHL plus the NFL can be a real ESPN competitor, but before that Comcast will need to make changes to OLN. First, the channel needs to be renamed and rebranded, something I can’t imagine them not doing with the addition of one major sport, and possibly more. Expect a large commercial campaign, one that will probably use the NHL hard (some free exposure never hurt). It would be in Comcast’s best interest to use its own cable systems to push the “new” channel and to also hit a lot of bar and restaurant magazines. After all, think of a bar and tv, what’s on? Local sports networks and ESPN. OLN isn’t, even if the bar has the channel and while NFL games will certainly bring awareness to the network’s existence, the NHL alone probably won’t.
Along that same thought-process, the new-OLN should start a SportsCenter-esque highlight show (ensuring the channel is left on at bars after the game). In fact, if they stick to sports, they can probably compete pretty quickly.
After that, they’ll just need to purchase some decent filler. Survivor’s ok for night’s off and the All Star BBQ Showdown is ok for daytime, but variety and action will be the keys here. Minor league sports are a great place to start since Comcast already has the rights to a few broadcasts. I’m sure any minor league or team wouldn’t mind a little extra exposure (and perhaps a little extra sponsor money from the larger audience).
It’s got potential, but there’s still a lot to be done. All these changes may also take a while to do, so for now the NHL will probably be on “just” OLN.
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