TNT and ESPN are taking over NHL rights starting this season, and the two sides are ready to put their stamp on NHL coverage — while hopefully attracting new fans along the way.
Variety interviewed multiple executives from Turner and ESPN to see how each affiliate plans to attack its new properties. The Worldwide Leader is using the strength of its Monday Night Football property to expose its football audience to the new slate of games that starts airing the very next night.
“We haven’t had hockey in close to 20 years,” said Mark Gross, ESPN senior vice president of production and remote events, in an interview with Variety. “When you lose a property, and then you get it back? That doesn’t happen every day.”
Spending 16 years with one main broadcast partner is a rarity in today’s spliced media environment. Now, the NHL is banking on ESPN and TNT after ending its time with NBC. Those two sides are trying to return the favor with innovative plans for the property.
“It’s been quite a few years since we’ve had a rights package with this much significance for us to sink our teeth into,” said Tara August, senior vice president of talent relations and special projects for Turner Sports.
Loyalty alone isn’t driving this commitment; the Benjamins are the biggest factor in this newfound push for hockey. Turner is paying around $200 million per year for its smaller package, while ESPN is paying roughly $400 million. For context, NBC paid the league $200 million for lone control of the rights.
One of the biggest wrinkles coming to Turner and ESPN broadcasts are jersey chips. “You can track the players along with the puck and experiment with data,” says Craig Barry, Turner Sports’ chief content officer.
Look for the Turner broadcast and studio shows to adopt the tried and true methods from Inside the NBA.
“We really just want to be genuine. That’s what resonates with fans. Whenever they see any of our coverage, our games, and our studio announcers, they are really taking just like you talk at home,” August said. “It’s conversational. It’s cool. They don’t mind if they make fun of themselves or one another.”
While Gross discussed some details on a format for The Point which will “not necessarily be hard-core X-O hockey,” he told Variety. “It’s less about scores and more about showcasing the players, showcasing the league, showcasing the different storylines that are there.”
John Buccigross is hosting the new ESPN studio show dedicated to all things NHL.
ESPN and TNT have plenty of innovations ready to try out when a new era of the NHL on TV begins next week.
