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Jimmy Traina Has Always Had Thoughts On Sports Media

“The older I got, the more I found myself more of the sports media than the games sometimes. ESPN and SportsCenter was a huge part of my life back in the day before the internet. It’s always been there and has always been an interest.”

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Jimmy Traina

For a lot of sports fans, getting ready to watch a game on television or listening to a game on the radio is more than just about the players on the field, court and ice.  Part of the fabric of sports these days is also knowing who is in the broadcast booth. Whether you’re talking about it with a co-worker next to the water cooler or reading about it in a sports media column, everyone has an opinion about sports broadcasters.

There are beat writers who cover teams. There are columnists who cover sports in general. There are sports talk show hosts who break down what’s happening in sports on a daily basis. And there is now a plethora of reporters who cover sports media.

There is a fascination among sports fans as to who is calling the games.

“I’m not surprised at all because I’ve been covering it for a long time,” said Jimmy Traina who covers sports media for SI.com.  

“Even before I covered it, everyone has an opinion on the announcers in least in my world.  I’ve always been able to write about that at SI and they’ve always gotten a good response.”

Growing up a huge sports fan in New York, Traina dreamed of being a play-by-play announcer.  He loved to hear Phil Rizzuto call Yankees games on Channel 11 and then became an avid listener of the Mike and the Mad Dog show on WFAN.  While still having a passion about the games themselves, Traina developed a keen interest in the business and has carved out a career covering the sports media.

“I’ve always been into the broadcast world,” said Traina who writes a daily Traina Thoughts column for SI.com and hosts the weekly Sports Illustrated Media Podcast

“The older I got, the more I found myself more of the sports media than the games sometimes. ESPN and SportsCenter was a huge part of my life back in the day before the internet. It’s always been there and has always been an interest.”

The sports media business has always kept Traina busy, but during this past off-season, the NFL broadcasting world was turned upside down with some blockbuster comings and goings.

Joe Buck and Troy Aikman departed FOX and signed on with ESPN to call Monday Night Football.

Kevin Burkhardt and Greg Olson were elevated to replace Buck and Aikman as the number one FOX team and it was also announced that legendary quarterback Tom Brady would join Burkhardt when his playing career is over.

There was a changing of the guard at NBC as Mike Tirico replaces Al Michaels as the lead play-by-play voice of Sunday Night Football.  

Michaels will still do some games for NBC but he also signed on to be the lead play-by-play announcer for Thursday Night Football on Amazon Prime Video where he will be teamed with ESPN College Football analyst Kirk Herbstreit.

That was a lot of sports media news to cover.

“It was fantastic from a content standpoint,” said Traina.  “We got so much content out of it on a daily basis.  I also recognize that I think this was sort of a once in a lifetime deal. The only thing that is up in the air right now in terms of the top NFL teams is when Tom Brady will retire and join the Fox booth. But everything is sort of settled now.”

The game of sports announcer “musical chairs” was fascinating to follow because of the big names that were on the move and the amount of money that was being paid to the big-name broadcasters on the move.  

And that begs a couple of questions…

Why would networks dole out big bucks to sportscasters?

Do the announcers really have an effect on whether or not you will watch a particular sports game?

“Do I think that someone is going to sit down and watch a three-hour game because of an announcer?  Absolutely not,” said Traina.  

“But, if I’m flipping the channels at 11:30 on a Thursday night and I hear Bill Walton calling a Pac-12 game on ESPN, will I leave it on for five or ten minutes to hear how wacky Bill Walton is? Absolutely. No fan of any sport is going to watch a game for three hours because of an announcer.”

Another big sports media item has been leagues signing deals with streaming services.  Many sports fans have been up in arms over this as now it will cost more money to watch games that you were already getting on over-the-air television, your regional sports network, or on various national cable networks like ESPN.  

The NFL sold their Thursday Night Football package to Amazon Prime Video.

Major League Baseball signed streaming deals with Apple TV+ and Peacock while the New York Yankees took 25 games that were on free television in New York and sold them to Amazon Prime Video.

And as part of the National Hockey League’s new television deal with ESPN, some exclusive national games were shown on ESPN+ meaning that they could not be shown by those teams’ regional sports networks. 

“It works in some cases and it doesn’t work in other cases,” said Traina. “In terms of the NFL and Thursday Night Football, I think it works.  It’s a standalone national game. It’s the NFL.  This country is addicted to the NFL. It is our crack cocaine. People will do what they have to do to watch the NFL.”  

The baseball streaming is a completely different story.

If you’re a Yankees fan, you needed to subscribe to three streaming services in order to have access to all 162 regular season games.

If you’re a fan of any Major League team, you had to get used to Sunday morning games and just having to navigate through a new broadcast world.

“For baseball, I think baseball despises its fans and I think it’s been proven out with these streaming deals,” said Traina.  

“Nobody is watching Peacock at 11:30 on Sunday morning.  Nobody is watching Apple on a Friday night. It is so detrimental to the game it’s not even funny. Baseball has become a localized sport. People are into their local teams. You yank their local teams and you put them on a service where people can’t see it and I think it’s very bad for the game.”

The landscape of sports broadcasting has certainly changed over the years. It was a pretty big deal when the NFL first brought Sunday Night Football to ESPN in 1987.  

The NFL on basic cable?  Really?

But that was just the start in how the sports broadcasting world was going to change as now we can watch games on our mobile devices and we’re infatuated with the talent and what network is doing the game.

But what’s next?

What is the next big thing to happen to sports broadcasting?

Traina has been looking at his crystal ball.

“There’s been a lot of talk of ESPN becoming direct to consumer where you can just get ESPN as a standalone,” said Traina.  

“I think that would be surprising but I definitely can see it happening. So many people, especially 35 and under, are cutting the cord (with cable) so I can see where it would make sense for ESPN to go direct to consumer. I can absolutely see them doing this and even though I can see them doing it, it would be one of those surprising moves.”

As we gear up for the Major League Baseball pennant/playoff races and the start of the NFL season, there will certainly be plenty of opinions on how the games are going to be presented by the networks and streaming services and how the announcers are calling the games.

Here’s one thing that’s for certain…

Jimmy Traina will have his thoughts on what’s going on. 

BSM Writers

NBC Must Develop a Real No. 2 NFL Crew for Playoffs

Is the network’s only other option Jac Collinsworth and Jason Garrett?

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Several years ago, the NFL objected to NBC wanting to employ Mike Tirico as the lead play-by-play voice for its Thursday Night Football broadcasts. The league preferred Al Michaels because he was NBC’s No. 1 NFL play-by-play announcer and wanted the TNF telecasts to carry the same prestige as Sunday Night Football.

Following the network’s heavily-criticized broadcast of Saturday’s Wild Card playoff game between the Los Angeles Chargers and Jacksonville Jaguars, the NFL may want to impose its authority again and insist that a top-tier broadcast team call the action of an important postseason game.

The consensus among fans and media watching Saturday’s broadcast was that Michaels and analyst Tony Dungy were surprisingly low-energy for an NFL playoff game, let alone one that became so exciting with Jacksonville rallying from a 27-0 deficit for a 31-30 victory on a last-second field goal.

Such a lackluster broadcast led to questions of whether or not Michaels was now past his prime after a season of calling subpar TNF games for Amazon and what initially appeared to be another snoozer when the Jaguars fell behind by 27 points. Pairing him with Dungy, who was a studio analyst all season, certainly didn’t help.

Dungy was as basic as a game analyst could be, typically narrating replays viewers could see for themselves while adding little insight. Worst of all, he demonstrated no enthusiasm for the action, leaving Michaels to fill most of the airtime. The veteran broadcaster showed that he can no longer carry a broadcast by himself. He needs the energy and back-and-forth that Cris Collinsworth or Kirk Herbstreit provide.

So how did NBC get here?

Most football fans know that the network’s top broadcast team is Tirico on play-by-play alongside analyst Cris Collinsworth. But they had their own assignment during Super Wild Card Weekend, calling Sunday night’s Ravens-Bengals match-up. With the postseason field expanding from 12 to 14 teams, resulting in six games being played on Wild Card weekend, NBC was awarded one of the additional playoff broadcasts.

Thus, another broadcast team was needed for that second Wild Card game. Fortunately, NBC had a renowned play-by-play man already in place. Michaels finished out his final season as SNF‘s lead voice by calling Super Bowl LVI, part of a powerful one-two combination for NBC Sports coming toward the end of its 2022 Beijing Winter Olympics coverage.

Ending his legendary career with a Super Bowl broadcast would’ve been a wonderful final note for Michaels. That appeared to be a natural path when Tirico moved from ESPN to NBC in 2016. Network executives admitted that a succession plan was in mind for Tirico to take over SNF eventually. At the time, Michaels also likely thought he would retire by then.

But when confronted with the possibility of retirement, Michaels realized he wasn’t interested. He was still enjoying broadcasting the NFL. His skills were still sharp. And perhaps most importantly, he was in demand. Amazon wanted Michaels as the lead voice for its Thursday Night Football broadcasts, bringing instant credibility to a streaming venture that drew some skepticism. ESPN considered him as its Monday Night Football play-by-play man.

As it turned out, ESPN made a bold move for MNF, swiping Fox’s No. 1 NFL crew of Joe Buck and Troy Aikman. That left Amazon for Michaels, and the streaming giant paid him a commensurate salary with the top broadcasters in the industry as part of his three-year contract.

Yet Michaels wasn’t done with NBC either. After his agreement with Amazon became official, NBC announced that its relationship with Michaels would continue in an “emeritus” role allowing him to broadcast the network’s Olympics coverage and that additional Wild Card playoff telecast.

NBC can’t have been happy that most of the social media chatter afterward focused on the broadcast, rather than the game result. Especially when the discussion centered on how poorly Michaels and Dungy performed in what turned out to be a thrilling playoff game. That’s a pairing that the NFL probably doesn’t want to see again.

Michaels will likely call at least one more Wild Card playoff game for NBC since he intends to work on the 2024 Paris Summer Olympics. He’s also under contract with Amazon for another two seasons unless he decides to retire before that deal expires. So perhaps the simple solution is keeping Dungy out of the broadcast booth and giving Michaels a better partner.

But can NBC drop in another analyst who hasn’t worked with Michaels all season? Anyone would arguably be an improvement over Dungy. Is it at all possible for Herbstreit to be hired on for a one-off playoff broadcast, thus ensuring that the broadcast team will have some on-air familiarity and chemistry?

Otherwise, NBC’s only other option may be its Notre Dame broadcast team of Jac Collinsworth and Jason Garrett. (The network tried that last season with Tirico and Drew Brees, only for Brees to wilt under the harsher NFL playoff spotlight.)

The pair also called USFL broadcasts for the network, so at least there would be familiarity rather than trying to figure each other out during a telecast. Yet Collinsworth and Garrett aren’t terribly popular with viewers. And as with Brees, that crew will face intense scrutiny with a larger playoff audience.

Unfortunately, NBC appears to be stuck here. Unless the new Big Ten broadcast team of Noah Eagle and Todd Blackledge gets a shot. That might be the best option! Other than Notre Dame or USFL games, where are the other opportunities for NBC to develop a No. 2 NFL broadcast team? No one wants to put Al Michaels through Chris Simms in the broadcast booth, right?

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BSM Writers

Al Michaels Has Options But He Has To Make a Choice

“It does all of us in the sports industry well to remember 99% of our audience would gladly trade places with us.”

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I don’t ask much out of game announcers; get excited when appropriate, get the simple information correct, don’t get so caught up in your shtick you put yourself above the game. Al Michaels has been doing all those things well for the better part of half a century and few would argue that he’s not one of the best to ever do it. That doesn’t mean he can’t lose his fastball.

Before you read any longer, I am not here to say Al Michaels has lost his fastball. What I am here to say is Michaels has all too often this season seemed upset with and disinterested in the game he is calling. That isn’t entirely surprising when you consider some of the Thursday night action he called on Amazon Prime where the average margin of victory was almost nine points per game.

On top of that, the Amazon schedule had a dreadful two week stretch with Colts 12-9 win over the Broncos in Week Five and the Commanders 12-7 win over the Bears the next Thursday. It was in that Broncos-Colts game Michaels asked Herbstreit if a game “can be so bad it is good?” Herbstreit’s answer was “No”, by the way. It was the full 15 game schedule that Michaels told The Athletic’s media critic Richard Deitsch was like trying to sell a used car.

All of that is fine, the inaugural Amazon Prime season was not a smashing success. The streaming giant missed audience projections and will lose advertising revenue because of it. The lackluster schedule did not help that. But Michaels was given a second life; he was the NBC play-by-play announcer for the Saturday Night Wildcard Playoff game between the Chargers and Jaguars. It initially looked like Michaels might be the problem as five first half Jags turnovers had them in a 27-0 hole. But the home team staged a nearly unprecedented comeback for the win.

It was the performance by Michaels and, to a lesser degree, his analyst Tony Dungy that has led to criticism. Criticism might be too soft of a word, Michaels was roundly dragged for his lack of enthusiasm during the comeback and specifically on his call of the Jacksonville game winning field goal. The enthusiasm of the call of the game winner had a mid-3rd quarter of week four feel to it.

Me telling Al Michaels how to do play-by-play of an NFL game would be the equivalent of me telling a physicist how to split an atom. So, this isn’t just a Michaels criticism, few things bother me more than hearing a game announcer complain about the length or quality of a game as if he’d rather be anywhere else. It does all of us in the sports industry well to remember 99% of our audience would gladly trade places with us.

How many NFL viewers would sit in the seat Michaels, or any NFL announcer occupies, for free? They’d feel like they won the lottery if they also were getting the money those announcers are getting paid to be there. The guy that works a 12-hour Thursday construction shift just to get home and crack a beer for the NFL game probably doesn’t want to hear how tough that game is to announce.

On top of all of that, Michaels was given the gift of one of the wildest NFL Playoff comebacks you’ll ever see and, at times, sounded as if he was completely disinterested in being there. Pro tip: the best NFL announcer in those moments is Kevin Harlan (see: Miami at Baltimore from earlier this season. That has nothing to do with my lifelong Dolphins fandom). Michaels’ lack of enthusiasm was compounded by the exact opposite from Mike Tirico on the very same network for the Bengals-Ravens Wildcard game Sunday night. 

Tirico, like Michaels, has a sterling resume of play-by-play accomplishments. The difference is Tirico sounded like he was having the time of his life on Sunday night. 

To be fair, their two styles are different. Michaels has a very old school, Pat Summerall approach. Summerall, Vin Scully and Dick Enberg came along at a time when announcers were far more likely to let the pictures tell the story. More new school guys like Harlan and Tirico approach it differently.

Look, Al Michaels helped us believe in miracles. His place in the Sports Broadcaster’s Hall of Fame has long since been cemented. Being a hall of fame inductee doesn’t mean your style will forever be accepted by the masses. That leaves you with a few options; you can continue your style and accept or ignore the criticism or you can ride off into the sunset and enjoy the fruits of your decades of labor.

Al Michaels has what we all want; great options. He can choose any of them and be a winner in the game of life. It doesn’t matter if he enthusiastically embraces them, or not. 

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BSM Writers

Bernie Kosar Was the Victim of a Policy That Doesn’t Work Anymore

“The NFL has bigger fish to fry than Bernie Kosar. Hell, it has more pressing issues in Cleveland alone.”

Demetri Ravanos

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One week ago, Bernie Kosar lost his job on the Browns Radio Network for placing the first legal sports bet in the state of Ohio. Kosar, just like Jets coach Miles Austin weeks earlier and Calvin Ridley last year, violated a league policy that forbids team employees from placing a bet on any NFL game.

The integrity of the games still matters. The belief that what we are all seeing is being fairly contested is what gives those of us that like to have a little vested interest in the outcome the desire to lay our money down in the first place. I get the league’s discomfort with a coach on the staff of a team in the middle of the playoff hunt making bets. I get its fear of the message it sends to have players making bets.

Roger Goodell and the 32 team owners are well within their rights to object to men that can potentially control the outcome of a game or postseason seeding doing anything that even appears to jeopardize its fairness. Even perceived impropriety can compromise the league’s tremendous value.

But Bernie Kosar doesn’t have that kind of influence on the outcome of a game. He is just a broadcaster and not even a game analyst. He is part of studio coverage.

I am far from the first to point this out, but in 2023, the NFL has three official sports betting partners. Just last week, it approved the first ever in-stadium sportsbook, which Fanatics is set to open inside of FedEx Field. If the NFL is comfortable enough with the reality that its fans like to bet to make those things a reality, then Kosar losing his gig is absurd. It is the result of nothing other than “well, that’s the way we’ve always done it” thinking.

Maybe Kosar was terrible on the radio and the team was looking for a reason to move on. I don’t live in Cleveland and I am not a Browns fan, so I have no idea.

How many times have we heard that NFL owners hired Goodell to “protect the shield”? I’m not even really sure what it means or when it applies anymore. If I had a vested interest in the public perception of the league, I know that I would want someone to do the PR math on this situation.

Bernie Kosar isn’t an addict that can’t watch a game without the high of winning or the emotional distress of losing everything at stake, at least not as far as we know. This was a bet made through an advertising partner, to benefit charity. He even said on his podcast this week that the purpose of making the bet was to generate some money for former players in need of help.

This is like Disney threatening daycare centers with lawsuits for painting Mickey Mouse on a classroom wall. The NFL has bigger fish to fry than Bernie Kosar. Hell, it has more pressing issues in Cleveland alone.

Surely you have seen Garrett Bush’s impassioned rant on the Ultimate Cleveland Sports Show about the obstacles facing Damar Hamlin because of how many hoops the NFL makes former players jump through in order to get some kind of pension.

On January 2, we were all united in our concern for a guy that hadn’t even completed his second full NFL season. We didn’t know if he was going to live, but if he did, we all knew that the NFL had done everything it needed to in order to protect itself from ever having to pay a dime for his medical care. Less than a week later, Bernie Kosar was fired for what amounted to a charity stunt that was meant to raise money and attention to very similar issues.

At both the league level and the team level, there was incompetence that lead to a man unnecessarily losing a gig and to the Browns and the NFL looking horribly out of touch with reality.

Are we acknowledging that people gamble or not? Are we acknowledging there are responsible ways to bet on football and are interested in generating revenue off of it or not? Because it doesn’t seem to me that the same league that just gave the thumbs up to open a sportsbook inside of a stadium is really that concerned with people that cannot affect the outcome of games betting on those games.

Has the NFL come out and said that it is going to cover every medical bill for everyone that has ever played the game? We know that this is a brutal game that leaves a physical and physiological impact on the men that played it. Why would we make it harder for someone that knows that pain to help others do something about it?

I feel awful for Bernie Kosar. Whether he needs the money or not, it is embarassing to be at the center of a controversy like this, particularly because in the NFL in 2023, there is no reason for a controversy like this to exist.

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