If the folks at The Sports Network (tsn) feel at all threatened by the imminent launch of CTV Sports Net, they’re not letting on – at least, not yet.
Paul Clark, tsn’s vice-president, marketing, says new competition hasn’t prompted the network to take any particular steps in response.
tsn, he contends, is always striving to improve its shows and strengthen its programming schedule, independent of what other networks are doing.
‘We will continue to focus on the things that have made us successful,’ he says. ‘First is providing the best sports schedule that we possibly can. Second, we will focus on developing some of our own properties. These are things we do regardless of competition.’
Clark describes tsn’s sports programming as the best in Canada, pointing to such jewels in the crown as World Cup soccer, the Olympic Games and the World Junior Hockey Championships, as well as coverage of the nba, the nfl and Major League Baseball.
With respect to its in-house productions, Clark says tsn will continue to build on the strength of Sportsdesk, its signature newscast, and Off the Record, a cheekily candid sports talk show that has garnered positive viewer response since its debut last September. There are also plans to feature raucous sports personality John Gallagher in a new half-hour show that will launch in August.
One thing, of course, that’s conspicuously absent from the picture is a national deal for nhl broadcasts. The rights to that particular property went to rival Sports Net.
tsn has countered by signing a four-year regional deal with the Montreal Canadiens, which will enable them to air a minimum of 20 Habs games to viewers in eastern Canada. tsn is also bidding against Sports Net for regional rights to Toronto Maple Leafs broadcasts – a prize many industry observers feel the network must win in order to maintain a visible presence in hockey broadcasting in Canada.
One important advantage that newcomer Sports Net will enjoy is the ability to pursue regional advertisers. There has been speculation that tsn may apply for a regional licence of its own, but Clark says this isn’t part of the current game plan.
Lisa White, media group head at TBWA Chiat/Day in Toronto, considers the emergence of another sports broadcaster a positive development for advertisers. ‘There’s no question that it gives us more choice and another outlet, which is great,’ she says.
It is unlikely, however, that the presence of yet another channel will significantly increase the number of advertising dollars spent in specialty tv. That means heightened competition for existing dollars – which in turn, analysts say, means that tsn will have to become more aggressive about offering promotional opportunities and incentives for advertisers.
Clark, however, insists that tsn has always been a pioneer in providing value-added products.
Competition is nothing new to tsn, he adds. Conventional broadcasters such as ctv, cbc and Global have always carried major sporting events.
‘This is democracy at its finest,’ Clark says. ‘Viewers watch what they want, and advertisers go where the viewers are. This is where tsn has been and will continue to be successful – on the strength of its schedule.’
Also in this report:
– CTV Sports Net to go head-to-head with TSN: Newcomer takes aggressive stance with successful bid for NHL broadcast rights p.B1
– CHUM banks on MuchMoreMusic p.B5
– Spirituality sells at Vision p.B6
– Weather Network forecasts sunny skies p.B6
– YTV hones in on tween market p.B13
