More FS1 info

[ChicosBailBonds]

Similar to what I mentioned here from the Fox Sports conference from a few weeks ago, but here you go.


FS1 Sees Self As Underdog To ESPN, Wants To Bring "Funny, Irreverent" Approach

Published July 19, 2013

The plan for Fox Sports 1 is to be the "funny, irreverent, less serious sports channel," according to Karl Taro Greenfeld of BUSINESSWEEK. Fox Senior Exec VP David Hill said, "We are very much the underdog, and we have to convince the sports-viewing public that what we have on offer is better -- or as good as -- what ESPN has been offering. We have to create a personality." Fox Sports since '10 has committed nearly $9B to "secure the rights" to the Big 12 Conference, the Big Ten Football Championship, UEFA Champions League, NASCAR, the FIFA World Cup, the FIFA Women's World Cup, MLB and UFC. Currently there are "only about 60 employees, compared with ESPN's 6,600." Producers have been "studying how to reinvent the format." Fox has done "extensive focus group research, interviewing thousands of sports fans and asking them which existing media group could develop a potential competitor to ESPN." Fox execs were "growing tired of ESPN's stat-happy approach and wanted a funnier, more irreverent take -- hence 'jockularity.'" Fox Sports Senior VP & Head of Marketing Robert Gottlieb said, "If you look at a show like SportsCenter, there's a seriousness to it that is reminiscent of old pregame shows. We feel like we can come in and give you the same information, but do it in a way that is so much more entertaining and fun." The structure of "Fox Sports Live," which will "feature the usual highlight packages along with guests and analyses, depends heavily" on hosts Jay Onrait and Dan O'Toole's "schtick." O'Toole said, "Our humor is going to take some time. We're not going to come in there and stuff it down people's throats, but Jay Onrait is very unpredictable. He may drop his pants."

SURPRISE! Around the FS1 offices, the "words 'fun' and 'irreverent' are thrown around to describe everything." The net will place a "higher value on surprise, which explains why" 81-year-old Regis Philbin will host "Crowd Goes Wild," an hour-long "talk and interview show airing daily" at 5:00pm ET. Fox is "building a set at the Chelsea Piers sports facility, on Manhattan's West Side, from which Philbin, a passionate Yankee and Notre Dame fan, can opine on the issues of the day." But Greenfeld wonders, "Do viewers really want their sports coverage to be funny?" That is an "open question, and one that Hill admits may require some reconsideration." News Corp. COO Chase Carey said, "We've done a lot of startups. I think we know that part of it is going to be a learning exercise." Data from SNL Kagan shows that FS1 in '14 will "earn about" 80 cents per subscriber. But the "investment is unlikely to be viewed as successful until it crosses the $1-per-subscriber threshold." Considering that Fox News "generates $1.25, it's a plausible goal, but getting there may require an even larger investment in rights fees." The "holy grail would be to broaden its deal with the NFL; Fox executives are already seeking to slice off part of the Thursday night package currently on the NFL Network." Hill: "We like to think we can create something unique from Day One, but it's an art, not a science. ... All we have to do is get on the air and see what's right and what's wrong" (BUSINESSWEEK, 7/18).

[brandx]

Sounds a lot like what ESPN did in their early days. But, just as politicians in DC live in the bubble, so too did/do the execs at ESPN and too much of their later programming came from inside that bubble.

That is the big advantage that FS1 has going forward. Everything is still fresh. There is no Chris Berman who has become just a caricature of his old self.

The Big East (and MU by extension) is in on the ground floor. We are not just part of the big picture - we are the big picture in the Jan - March period on FS1. There will be issues and gaps in the coverage, but time should resolve those issues.

[ChicosBailBonds]

Ultimately it will make both products better.  ESPN will make some changes, if they need to.  FS1 will go their route.  The only thing that scares me is if FS1 doesn't do well and they abandon principles and decide to go too crazy and make it an unwatchable product.  Hill and Shanks are too seasoned to do this so we should be fine.  Sometimes I have flashbacks of the XFL on NBC and the clusterduck that was (though it did bring "skycam" more in vogue).

[brandx]

A lot depends on their financial model. Are they willing to lose the amount of money that may be necessary for the first few years without abandoning their core goals and principles? I would assume so with the big $$$ behind them but their is almost always a point where a certain amount of panic enters in - where those goals & principles will be tested.

[ChicosBailBonds]

A lot depends on their financial model. Are they willing to lose the amount of money that may be necessary for the first few years without abandoning their core goals and principles? I would assume so with the big $$$ behind them but their is almost always a point where a certain amount of panic enters in - where those goals & principles will be tested.

They are planning to lose money for the first three years, but that's IF they can get distribution based on what they are asking now.  So far, only one distributor has said yes.  Depending on who actually signs on for the deal and at what cost will determine how long they lose money.

[ChicosBailBonds]

FS1 To Seek New Ad Agency, With Super Bowl Week Possible Testing Ground

Published July 22, 2013

Fox Sports Senior VP & Head of Marketing Robert Gottlieb said that once Fox Sports 1 is "up and running this fall he'll likely start searching for a partner -- or partners -- that can come up with creative as effective as Wieden's long-running 'This is SportsCenter' campaign for ESPN," according to Michael McCarthy of AD AGE. Fox Sports currently works with S.F.-based Pereira & O'Dell "on a project basis." Gottlieb said that FS1 "hasn't decided if it will hold a formal agency review or approach it on a more ad-hoc basis." He added that Pereira & O'Dell "would be invited to participate in the review." The pitch "could revolve around Fox's telecast of Super Bowl XLVIII." Gottlieb said that he "plans to use Super Bowl week in New York as a 'secondary launch window' to blanket TV viewers, advertisers and media buyers with news about Fox Sports 1 and its programs." Gottlieb: "There's definitely big creative that we'll be unveiling ... so in the next couple of months, we probably want to start engaging on that stuff." McCarthy noted FS1 worked "early on with an agency" to create the net's "ambitious, 90-second-long commercial" during Fox' telecast of the MLB All-Star Game last week. But Gottlieb said that they "parted ways before the spot was completed due to 'pretty vast' creative differences." Gottlieb added that once the current branding phase is over, FS1 will "roll out new commercials touting specific new shows" such as "Fox Sports Live" and "Fox Football Daily" (ADAGE.com, 7/19).

FAIR AND BALANCED? BLOOMBERG NEWS' Jonathan Mahler reported Fox "tested a show" for FS1 "that was not built around two guys arguing with each other in staged debate." The show, "tentatively called 'Red, White and Truth,' is to be hosted by Fox Sports columnist Jason Whitlock." He said that the show would be a "combination of interviews and panel discussions" and called it "a mishmash of Jon Stewart and Bill Maher." Whitlock: "There's an opportunity to pump the brakes and be provocative without it being a shouting match." Mahler reported the "basic idea is simple: Replace pointless, contrived arguments over insignificant issues with genuine, original thoughts and conversations about subjects that actually matter." Mahler: "A worthy cause! But is it even remotely possible? ... Is it too optimistic to think that Whitlock might be on to something? Maybe we're all getting sick of the manufactured outrage, the mindless debates." In the "absence of encouraging signs, all we have is the increasingly inescapable reality that it's time for a better sports show, one that doesn't assault our senses and insult our intelligence" (BLOOMBERG NEWS, 7/19).

WILD AND CRAZY GUYS: SI.com's Richard Deitsch noted FS1's "Crowd Goes Wild," an hour-long show hosted by Regis Philbin, debuts Aug. 19 and will air weekdays at 5:00pm ET, a "tough time slot to get viewer traction." But "one thing you can't teach in television is likeability, and Philbin has that, even at age 81." Also appearing on the show will be the Wall Street Journal's Jason Gay, "one of the best working sports columnists today," and former Sky Sports host and news anchor Georgie Thompson, who "has a major social media following among EPL soccer fans." There have been "far worse ideas on sports television, so we'll see where this goes." Deitsch: "Panel chemistry, obviously, is going to be huge here" (SI.com, 7/21).

STAYING OUT OF THE FRAY: In this week's SPORTSBUSINESS JOURNAL, John Ourand examines the counter-programming moves ESPN and FS1 are each making and cites NBC Sports Network execs as saying that while the net has "tinkered with some of its afternoon programming ... they are not reacting to program schedules from other outlets." NBC Sports Group President of Programming Jon Miller said, "We don't look at what other guys are doing when we program our channel. We want to give our shows time to find their audiences." Miller "highlighted 'ProFootball Talk,' which covers the NFL, and 'Crossover,' which features a well-known host in Michelle Beadle, as shows that he wants to give time to grow" (SPORTSBUSINESS JOURNAL, 7/22 issue).

[brandx]

This is all interesting stuff.

It appears that FS1 will be much closer to ESPN than NBCSN in terms of making large monetary commitments. But if they want MLB, NBA or NFL contracts in the future, they will have to commit to those leagues early and hoe it pays off so they are in the running to obtain those telecasts.

They also have the advantage of not having to do everything piecemeal, as ESPN did in their early years, when just about everything was still regional when it came to cable.

I don't see NBCSN being a threat to ESPN - probably ever - so there is room for a serious competitor and Fox has the $$$ and, apparently, the will to fill that gap.

[Brewtown Andy]

I don't see NBCSN being a threat to ESPN - probably ever - so there is room for a serious competitor and Fox has the $$$ and, apparently, the will to fill that gap.

NBC and NBCSN just swiped the second half of the NASCAR season from ESPN.

[Brewtown Andy]

Also, Fox Sports published this FAQ on FS1.

http://msn.foxsports.com/other/page/foxsports1-faq

[brandx]

NBC and NBCSN just swiped the second half of the NASCAR season from ESPN.

Not quite - ESPN had exclusive negotiating rights with Nascar - so NBC got it because ESPN no longer wanted to make the commitment. Maybe the 25% ratings drop the last 2 years got them thinking.

The Versus/NBC Sports merger was also nothing like the ESPN/ABC merger. I see no evidence that NBCSN is going to be a big time player any time in the future.

Maybe their goal is to be the official Notre Dame channel. 

[ChicosBailBonds]

Also, Fox Sports published this FAQ on FS1.

http://msn.foxsports.com/other/page/foxsports1-faq

Some of those answers are awfully fast and loose.  The question that asks if I can get it on my tv....the answer implies FS1 is on 90 million homes.  That is not correct.  They will get to 90 million homes if everyone that carries Speed takes it, but right now only Comcast has taken it.

The question about whether the viewer will have to pay more is kind of funny.  The implication there is the channel will not cost them more than they are currently paying.  That may be true for the balance of 2013 (maybe), but an operator who adds that much cost is going to have to pass it on and that means increased prices.  If they truly don't want prices to go up, they they can keep their rates the same as Speed and thus there would be no change.  That one is rather funny.

[Pakuni]

Some of those answers are awfully fast and loose.  The question that asks if I can get it on my tv....the answer implies FS1 is on 90 million homes.  That is not correct.  They will get to 90 million homes if everyone that carries Speed takes it, but right now only Comcast has taken it.

"We hope that all major cable, satellite and telephone video services will offer FOX Sports 1 at the time of its August launch, giving it wide distribution in over 90 million homes. "

[Brewtown Andy]

Not quite - ESPN had exclusive negotiating rights with Nascar - so NBC got it because ESPN no longer wanted to make the commitment. Maybe the 25% ratings drop the last 2 years got them thinking.

Ah. Thanks for the clarification!

The Versus/NBC Sports merger was also nothing like the ESPN/ABC merger. I see no evidence that NBCSN is going to be a big time player any time in the future.

Maybe their goal is to be the official Notre Dame channel. 

I thought it was just a rebranding?

[CAGASS24]

Ah. Thanks for the clarification!

I thought it was just a rebranding?

For the 100th time; who do you think ends up paying for the rights that FS1 is buying; the subscriber.  Whatever FS1 spent to get the speed programming is nothing compared to what is is dishing out for the FS1 programming.  This the product ( the channel) pretty much has to cost more for the distributors and thus the subscribers.

[ChicosBailBonds]

More on FS1

http://www.hollywoodreporter.com/news/fox-sports-one-execs-reveal-590409

That's one of my former bosses on the left, Eric Shanks.  IU guy (never graduated), very street smart.  David Hill, another former boss and former president of Fox Sports, is also mentioned in the article, never graduated college either.  So kids, don't go to college and you can become president of Fox Sports

[Archies Bat]

More on FS1

  So kids, don't go to college and you can become president of Fox Sports

Or, drop out of IU and you can become president of Fox Sports