Time for another special feature tied to our anniversary gala. The first non-introductory post in WatchDog history was a 1,900-word transcript of my discussion/argument with NFL Network president Steve Bornstein at the NFL Network upfront. (Click below to read it.)
Afterward, my boss gently suggested shorter posts would be better in the future.
This year as part of his hazing to be inducted into the Newsday Giants beat writers club, I sent rookie Tom Rock to the upfront to listen to Bornstein for me. It's the sportswriter equivalent of having rookies carry your helmet and shoulder pads.
Here is a way-too-long transcript from T-Rock, just for old times' sake:
On the challenge of programming games on Thursday, perhaps a more competitive TV night: "When you have this kind of quality and content, I’d be worried if I was the competition more than I’d be worried about us.”
On being in 30 million something homes while NBC has 110 million: “First of all I have 43 million homes. That’s what Nielsen says. I’m not worried about those 43 million. Our biggest opportunity right now is to try to get the other 50 million homes.”
On recent complaint filed with FCC against Comcast and whether eventually the matter could end up in court: “We’re in court on another issue. This is a complaint for the FCC that is specific to how they’ve behaved against us. I don’t think it has anything to do with anti-trust. It is a complaint that the '92 Cable Law is not being followed where you can’t discriminate against a network that you don’t own versus one you do. We’re in the process of making that complaint, which is separate than being in court. With the FCC, if we don’t get satisfaction there, we’re done with that.”
What about the other court case with Comcast? “We’re going to know a timetable relatively soon but we’re back in New York State Court. I think that will take some time.”
What about the distribution challenges? What’s the next step for you guys? “I got 250 deals done, I got four more to go.” Who are those for? “The big guys. Time Warner, Charter, Cablevision, and obviously Comcast.”
How are talks going with Time Warner? “There is not any dialogue.”
What is the biggest struggle this year? “Editorially I’m very satisfied with what we’re putting out there. I don’t know if you paid attention to the presentation, but, and I know there are lies, damn lies and statistics, but the one thing that’s amazing to me is that our ratings are up double digits even though I lost eight million homes on Comcast and I went down in actual viewers, more eyeballs are watching. I’ve done this a couple of times before in my career. We’ve hit a place where people are satisfied with our product and they want more of it. Now, for me, it’s an issue of coming to economic and viable distribution deals with those four holdouts.”
Would you have done anything differently with the final game last year? “I like the outcome. You had one of the greatest scripts ever. I was so proud of those teams playing the game the way they played it. You could have easily understood the New York Giants not making a full effort. New England was going for an undefeated regular season which, you know, is an incredible accomplishment in any NFL, specifically today’s NFL. The fact that those guys played their hearts out really just, I don’t know what a better showcase could be not only for the NFL Network that we got our brand and our image out there, but for the NFL, for our sport. I’ve been with the NFL for four years and I’ve never been prouder than that day.”
Should something similar occur this year, would you be averse to a similar … “I hope we get somebody go undefeated. In this case it would be Dallas 15-0 or the Baltimore Ravens 15-0, going for the final knockout, I would be very happy with that.”
You would allow broadcasters to pick that up? “Hopefully we’ll have our deals done by then. But I’m an optimistic guy.”
It seems that NBC has a stronger schedule than ESPN. How do you see it? “I see that they got the schedules that they bargained for. We moved the Monday night schedule to Sunday night to accommodate the flexible scheduling. We couldn’t really accommodate it successfully with our fans and our clubs moving it from … it was easier to move the games from Sunday to Sunday night. I look at the MNF schedule as basically what was on Sunday nights since 1987.”
If the FCC rules against you (in Comcast complaint), if they’re giving their own businesses preferential treatments ahead of you, is that not actionable in court beyond the FCC? “I’m not a lawyer. Here’s what I know. At some point in our history with media we decided that vertical integration was OK, where you could own both content and the pipes going into the home. Once that decision was made, Congress enacted a law that protects from behavior, and that’s what we’re challenging. If you are asking about other legal remedies, I’m not contemplating any and I don’t know of any.”
The commissioner said giving up some equity might be something you consider. “And I might be the next Space Shuttle commander. We don’t rule out any options. It’s not particularly attractive to us.”
What are the odds that that would happen? “I work for the National Football League and odds are not something we discuss.”