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MSG Networks Partners With Overtime To Create A Unique Simulcast

Overtime will take over MSG+ in a bid to put a fresh spin on the traditional NBA broadcast and cater to younger audiences.

Mike Piellucci

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Photo Credit: Gary A. Vasquez-USA TODAY Sports

A single basketball game can cater to a wide variety of audiences but rarely will that ring truer than Sunday afternoon’s broadcast between the Knicks and Lakers.

Turn on MSG, and you’ll hear Kenny Albert and Clyde Frazier break down the battle of two of the league’s most storied franchises. Tune into MSG+, though, and the same action will instead be called by talent from Overtime.

The simulcast represents one of the first major collaborations between the legacy brand and the new media upstart after MSG Networks invested in the two-year-old company as part of a Series B funding round last month. It’s also the sort of experiment that could provide a glimpse into the future of sports broadcasting.

READ MORE: GENERATION Z’S IMPACT ON SPORTS CONTENT STRATEGY

“I think people still want to watch the game, they still want to understand what’s going on and those things ring true of traditional broadcasts,” says Zack Weiner, Overtime’s co-founder and president. “But they want the people on screen to maybe be a little bit more relatable, be able to incorporate more things about pop culture and ultimately, too, feel a little more like their friend.”

The melding point between tradition and innovation is a microcosm of MSG and Overtime’s budding partnership. Each has something the other wants. For MSG, it was better access to Generation Z, the elusive demographic that Overtime has been able to connect to like few other sports broadcast entities.

“It was not necessarily, ‘We need to do something for young people,’ but it was, ‘How do we start to engage this audience for the future?’” says Kevin Marotta, MSG Networks senior vice president of marketing and content. “There’s a recognition that there are some brands out there who do it really well. That sort of led us down the path with Overtime.”

For Overtime, it was MSG’s cache and assets, as well as the appeal of working with a legacy brand that Weiner credits for adapting well in the face of changes within the industry.

“There’s a lot of traditional media companies where I’ve walked into the room and talked about partnerships and it’s just very clear that the first step in any partnership with them is going to be them understanding that things have changed,” Weiner says. “I would say that’s either sort of inherent to companies or it’s not. And for MSG Networks, it felt very inherent. It felt like they understood that.”

All of that comes to a head on Sunday for game that will also make waves by becoming the first-ever regular season NBA game broadcast via FB Watch in the United States. MSG has prior experience with simulcasts thanks to a 2017 collaboration with Draft Kings that assessed the game through a fantasy-centric lens. They’ve decided to up the ante with this time around. The Overtime broadcast will be exclusively called by their own talent, including former Southern Illinois player Camron Smith, former Georgetown player Monica McNutt, Jesse “Filayyy” Jones and Laurence “Overtime Larry” Marsach. But MSG also has built out a custom graphics package to further differentiate the two broadcasts from one another.

“We really looked at this not as a ‘How do we tweak our broadcast with this new talent for a young audience?’ but, ‘How do we create a broadcast for this audience?’” Marotta says.

Both parties insist that Sunday is a test case, one they won’t judge by raw ratings nearly as much as metrics like watch time and social media engagement. Weiner, in particular, is optimistic about collaboration in a number of spaces moving forward, irrespective of how the simulcast is the start of something new or a one-off.

READ MORE: OVERTIME CAPITALIZES ON WOMEN’S BASKETBALL BUZZ WITH OVERTIMEWBB

“Our sort of laboratory to experiment in, I would make the case that it’s extremely unique,” he says. “I think what we’re doing with a younger audience is pretty singular, and I think MSG’s rights portfolio and their established brand is incredible. When you put those things together, you create a really interesting sort of laboratory to play with it.”

Nevertheless, he remains optimistic about the simulcast as a jumping off point for a new sort of sports broadcast, one which finds a common ground that can appeal to any sort of audience.

“Do I think that doing one broadcast between MSG and Overtime is going to completely change everything? No,” Weiner says. “But do I think it’s a huge step in the right direction? Absolutely. I think both parties are going to learn a lot and think that both of our audiences are going to be really pleased with the product and say, ‘Oh, I want to see even more of that.’

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Golf Digest Back Charging For Growth With New Owner

Golf Digest is set to embark on its third ownership transition in its nearly 70 years of operation and all signs point to growth under new owners.

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Photo Credit: Ray Carlin-USA TODAY Sports

Discovery, Inc. continues its drive into golf with the acquisition of Golf Digest.

Discovery had already entered the golf space, attaining exclusive rights deals outside the U.S. for the PGA Tour, European Tour and Ladies European Tour. GOLFTV, an international streaming service launched by Discovery this past New Year’s Day, is in year one of a 12-year, $2.4 billion deal carrying the PGA Tour’s TV and streaming rights outside the U.S. Discovery also has global content deals with Tiger Woods and Francesco Molinari, using GOLFTV as its platform.

The bullish approach follows the trend of niche content in today’s media landscape. Discovery knows this firsthand with Food Network and MotorTrend. In sports, Discovery has had success with Eurosport and realizes sport fans crave consistent coverage.

READ MORE: The Caddie Network Partnership With Golf Digest Shows Power of Niche Platforms

“We’re looking to evolve our business and investing in content and genres that work for traditional and digital channels,” says Alex Kaplan, Discovery Golf president and general manager. “We learned from our experience with Eurosport Player, it’s very difficult to build an engaged fanbase when we offer multi-sport content.

“Let’s go deep into a specific vertical. Golf rights were available in an expansive way, and it’s not just compelling to watch, but fans play it, buy it, travel for it. It’s an ecosystem that was particularly compelling.”

The acquisition includes all brands under the Golf Digest brand, including Golf World, Golf Digest Schools and The Loop. According to the press release, Golf Digest attracts 4.8 million monthly readers and 60 million monthly video views. That’s along with its 2.2 million social followers.

This is Golf Digest’s third transition of ownership in its nearly 70 years of operation. All three have brought the media company different advantages, says Golf Digest editor Jerry Tarde, who’s been with the company for 42 years.

Tarde said The New York Times, which acquired the magazine in 1969, brought the basics and values of journalism, while Conde Nast, the owner since 2001, brought design, art and sophistication to the brand. Now, Tarde believes Discovery will bring growth.

Tarde, along with being editor-in-chief, gains a new title and role: Discovery Golf global head of strategy and content.

“This is an organization we’re at the heart of, in terms of developing sports and connecting with a high-value audience that’s passionate about the subject,” Tarde says. “This is the most exciting thing to happen to Golf Digest since it was founded in 1950. It lights a fire under us and gives us an opportunity to improve and expand U.S. coverage.

“We’ll also be able to extend it worldwide to more than 200 countries.”

On the other side of the equation, the acquisition gives Discovery a golf presence in the U.S. Kaplan said Discovery has been collecting its golf assets and knew an editorial vertical would be crucial, but it could take years to build. The Golf Digest acquisition allows Discovery to acquire that piece with one check.

“Our offering to golf fans and golf advertisers is now that of a global platform,” Kaplan says. “We can bring an aggregated golf audience anywhere in the world.”

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

With a strong strategy in place, it will be business as usual for the time being, Tarde says, but there will be talk of new ideas and potential investments. Discovery will retain Golf Digest staff, continue the U.S. monthly print product and acquire global licenses for editions 70 countries.

“We’ve got a great team that’s been underutilized, really,” Tarde said. “Because of the way the publishing economy has been treated, our business has been in retreat. That’s now the way I spent my first 30 years. We were charging.

“This is the exciting part, we’re back on the charge.”

Like Tiger Woods on the prowl on Sunday.

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Inside the XFL’s New TV Deals

With nine months to go until its first game, the XFL has locked in its lineup of broadcast partners for all 43 regular season games.

Front Office Sports

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Photo Credit: Ben Queen-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

With nine months to go until its first game, the XFL has locked in its lineup of broadcast partners.

The deals will see all 43 games appear on either broadcast or cable TV and will see them divided up between ABC, Fox, ESPN, ESPN2, FS1 and FS2.

What do you need to know?

1. – 24 of the XFL’s 43 games to be on broadcast TV (13 on ABC; 11 on Fox)

2. – According to Joe Flint of the WSJ, the deals are for three years, but no cash is changing hands.

3. – As part of the deals, the broadcast partners will cover the production costs of the games, which John Ourand notes will run $400,000 per game.

4. – Disney and Fox will keep all the television advertising inventory for the games while the XFL will handle the selling of sponsorships in the venues, according to Flint.

Will we see a repeat of 2001? 

The XFL’s reboot will come 19 years after McMahon and company attempted to make spring football a thing. Like the AAF this year, the league started with a promising opening night and then sputtered to the end. By the end of its first and only season, the XFL saw its ratings fall from a 9.5 to a 1.5 at their lowest point, according to OSW Review.

While the first time around may have not gone as planned, executives from all sides of the table are enthusiastic about the possibilities.

“The effort Vince is throwing behind it with his own personal capital and the combination of Fox and Disney platforms give us the best chance to make spring football work.” – ESPN programming chief Burke Magnus to Joe Flint of the WSJ.

Rolling into upfronts…

The announcement of the deals couldn’t have come at a more strategic time for all parties involved with upfronts scheduled to begin in six days. Given the fact that the broadcast partners will be responsible for selling ads, it would be rather surprising if the XFL inventory wasn’t included in their presentations.

Last year alone, the television upfront market for commercials generated $20.8 billion in commitment from advertisers, up 5.2% from the previous year, according to an estimate by Media Dynamics.

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Why Fewer Ad Breaks are Coming to the Super Bowl

Fox will be cutting back the number of commercial breaks for the big game by one, having only four breaks per quarter instead of five.

Front Office Sports

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Photo Credit: Matthew Emmons-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Next year’s Super Bowl might feel slightly different to viewers.

That’s because Fox will be cutting back the number of commercial breaks for the big game by one, having only four breaks per quarter instead of five, according to Brian Steinberg of Variety.

Fewer breaks, but the same amount of commercials…

Although Fox will be cutting down one whole commercial break each quarter, the four that remain will be slightly longer, allowing the broadcaster to still have the same amount of slots for advertisers even with fewer breaks in the action.

This isn’t a first for the NFL…

The league has been working with broadcast partners since last year to find new ways to deliver advertisements during telecasts. The initiative last year focused on delivering more sponsored vignettes and less “billboard” ads, a change that could be difficult at times for the networks seeing as in the past they have used the “billboard” inventory as bonuses to big-spending sponsors, according to Variety.

Why do they want to cut down? According to calculations from Streaming Observer’s Chris Brantner, the average NFL fan watches almost 24 hours of advertisements in a season.

Or other leagues…

As leagues battle for the attention of their consumers, making sure they give them less time to check their phone or change the channel has become a priority.

Earlier this year, MLB announced that it was planning to reduce each national commercial break by 25 seconds, NASCAR has been using split screen advertising since its days on ESPN back in 2011, and the NBA has done it with ESPN during timeouts.

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