This summer I’m shopping for a new cable/satellite provider, and my search is governed by a single overriding objective: maximizing my television’s access to puck (outside of moving to Canada). NHL TV should be one such option. Of course, it’s not, but it’s the logical followup to NHL CenterIce. And it’s an idea whose origins date back at least to 2002, and which certainly gained some steam as the most recent NHL lockout wound down and the league got up and running again.
At various times during my travel with and immersion among hockey communications professionals this spring the topic of a devoted cable television channel to the NHL, and hockey more generally, would arise during our intermission and post-game chit-chats. Surely we’ll have it in place for the ‘07-’08 season, the consensus seemed. But this morning I’m not holding my breath. This is, after all, the NHL we’re talking about. As magnificent a marketing tool as such a station would be — and one made all the more imperative by the MSM’s sneering indifference to hockey nationally — we must expect the league’s leadership to dither and delay and allow its product to become increasingly irrelevant without it. It’s just too good an idea for them to recognize and develop. You see, the NHL has marvelous athletes who are also high-quality human beings, competing in one of sport’s most captivating pursuits, and the drama in many markets is covered by passionate and high-pitched broadcasters and personalities. How could that formula possibly make for a quality outlet? Leave the devoted TV channels to cooking and Congress.
I know two things about CenterIce: (1) those who subscribe tend to remain subscribed; and (2) the number of subscribers grows every year. But that cable-satellite option is basically evening-only and certainly season-specific. In the absence of the sort of devoted TV outlet that the NFL and golf — golf! – have on cable, we’re supposed to regard the league’s agreement with YouTube as scratching our broadcast itch, and marketedly improving its niche in the cut-throat competition of the contemporary American sports landscape.
I was curious to see the status of this idea, as it’s been whispered about and alluded to now for years. I imagined that I’d find some chronicle of progress in cyberspace. A Google search this morning confirmed my worst suspicions: basically, nothing’s been done by Bettman and his communications gurus on this since the lockout. Or if it has, there’s no reporting on it.
With the mercury forecast to rise to the middle 90s this week in D.C., I for one could sure go for some refrigeration-themed TV. Moreover, it’s Draftweek; were such an outlet up and running, the league could shine some light on its super-shrouded-in-secrecy Entry Draft environment. But as June is fast becoming July, we’re approaching another season without such a galvanizing branding vehicle for the American sports consumer who hardly knows where to turn should he or she casually wonder about “this hockey thing.” Count this as the latest in an unending string of missed opportunities on the part of the league.
The breadth of potential programming for such an outlet is more varied than you might think. The Caps hosted an informal press opportunity with their general manager last week, and Washington’s hockey media community was well represented there. We were seated in a cozy conference room, and the setup afforded a collegial atmosphere which brokered some interesting queries and productive give-and-take with George McPhee. Days later, in a train of thought which led me to this writing idea, I imagined that that 30-minute exchange, joined by others like it in the office conference rooms of other NHL clubs and their press packs, could have been perfect offseason programming on an NHL TV in the lead-up to the Draft.
The Stanley Cup famously goes on tour every summer with all of its individual champions. The league is a constant escort for it. Would it be that hard to tote a camera along and produce a “most memorable moments” on this odyssey? That has appeal well beyond your devoted puckhead.
This coming season the NHL will again be showcasing a regular season game outdoors. I’m not at liberty to go into the particulars, but it’s gonna be a buzz-generator all right. That event and its organization and backdrop could afford a hockey devoted outlet the same product-rich potential that the Golf Channel enjoys with events like this past week’s U.S. Open.
I have about 57 other program ideas for an NHL TV — and that’s just for the offseason. The NHL would have no one but itself controlling the content of NHL TV (actually, it should hire the sport’s bloggers for that chore); the outlet could and should be one continuous advertisement for its product.
And now that the NHL has all 30 clubs on an identical web platform, there could be an obvious synergy between an NHL TV and 30 team web sites as well as the league’s. YouTube as the league’s salvation? There are only about 55 million options there.
9 Comments
If you want it done right, do it yourself. The it being promotion of the league and all it has to offer. I agree with every word.
On the other hand, if you want it done right, you probably shouldn’t ask Bettman & Co.
I think as technology progresses that there will be less dependence on traditional TV. The internet is the medium of the future, I wouldn’t mind watching games on my computer if the quality was good enough.
I also have been looking at other providers for TV, Verizon FIOS is in my area and they have a TV service. The only problem is that they don’t have the NHL center ice package, its dumb that certain companies control who gets to see NHL games.
I have Verizon FIOS as well and the internet service is rock solid. I’m also interested in getting TV from them as they have many more HD options. I’ve told them I’ll sign up for TV tomorrow, if they get the Centre Ice package today. Until then, we’re sticking with DirecTV.
I’ve had DirecTV for 2.5 years now, and I love it. Their service is great, and Ive never really had any problems. Once and a while, when it rains super super hard, I get a bad signal for a few mins. But thats it.
The selection of channels is great, sports are great, and they usually have the new channels before cable. If its a choice among providers, go with DirecTV.
Plus, I have basically every progamming package (all the main channels, plus lots of the sports packages), and if I call with any little problem, they throw money at me. $5 off for 5 months. $10 for 12 months. They do everything they can to make the customer happy.
These consumer experiences are illuminating and helpful. Thanks for sharing.
Sadly, given the NHL’s public image right now, I wonder if how many of the major carriers would want to pick up an NHL channel.
And knowing the league the way we do, I can see Bettman doing something stupid, like demanding an NFL Network level fee that carriers would bulk at paying.
I just wish DirecTV would add the CBC. That would make hockey fans’ lives so very much better.
One way to disperse the NHL Channel is to make it part of NHL Center Ice. As a former DirecTV employee the NBA channel is part of the NBA package that DircTV offers or you can buy it as a stand alone channel. It would not cost much for TSN to allow DirecTV, DISH, or cable to be a feeder of the channel in the US and as viewership grows so do the cofers of the TV station.
Cox Cable in Fairfax County drives me crazy not carrying CSNHD that carries most of the Capitals and Wizards games. I know its a Comcast channel but come on. Come on Ted make a call the Cox Cable Execs….
I was channel surfing the other day here in NYC and there was actually some Rangers programming on the MSG channel. It was nice to see. (even if it was only a little!)
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