Chapter 814 NFL Broadcast Rights (2)

As for the NFL's own TV station, NFL Network, in the early years, it produced and broadcast Thursday night games alone. Whether it is live broadcast technology or signal quality, it still has a gap with several major TV stations. It has also been complained by North American audiences for several years. In desperation , Roger Goodell simply no longer eats alone, and has been rebroadcasting in cooperation with other TV stations in recent years.

Of course, as a son, there will be no shortage of benefits. In the last few rounds of the regular season, NFL officials will deliberately arrange a small number of games to be held on Saturday nights in the United States, which will be broadcast live by NFL Network.

In order to maximize the benefits, NFL officials are very good at balancing and subdividing copyrights. Each rights and interests will be broken up and crushed. As an annual audio-visual feast-the Super Bowl, it will be broadcast live by NBC/FOX/CBS every year. ;The playoffs and even the preseason are all covered by rain and dew; and the Thanksgiving Day game has a special status and significance in the United States. The three games each year are also broadcast live by NBC/FOX/CBS. In addition, the TV stations in the regions where the teams are located There will also be live coverage of each team's preseason games.

But if you are a TV viewer in the United States, due to relevant policy regulations, the live games you can watch every week are very limited. In theory, there are two types of games you can watch: one is the national live broadcast games , such as a few night games every week; the second is the games of teams in your area or nearby areas (the regulations involved in this are very complicated and can be written in several chapters, so I won’t go into details here, and interested friends can Study it, manually naughty).

Don't think it's over. In addition to the above-mentioned broadcasts, Spanish live broadcasts and broadcast live broadcasts cannot be ignored. Don't forget that in the United States, there are a large number of Hispanics. NBC/FOX/CBS/ESPN are equipped with dedicated Spanish commentary, as for audio, Westwood One has the right to broadcast night games, Thanksgiving games, international series (London and Mexico games), playoffs, All-Star games, and the Super Bowl. Its configuration is as complete as Any TV station, many people who cannot watch TV due to work reasons, rely on the radio to vent their enthusiasm.

And the global network live broadcast rights of the Thursday night game mentioned by Ruiz is another gold-absorbing weapon that the NFL has come up with.

Why did the NFL choose to arrange such a "wonderful" regular schedule on Thursday night to steal traffic from various American dramas?

In fact, the earliest NFL only had Thursday night games in the sprint stage of the playoffs after Thanksgiving, and there were no other time periods. At that time, it was promoting its own paid TV station NFL Network, hoping to put the rights to broadcast Thursday night games in the NFL. Network form, to reduce the TV station contractors' fees for viewers.

However, as the Thursday night game became more and more popular, in the 2012 season, the number of night games has expanded from 8 to 13 games, and it has become an "unconventional game time" throughout the regular season. The heavyweight matchup specially formulated by the league naturally got the attention of the team, and the ratings will only get higher and higher if the game is good-looking.

It can be said that the NFL has squeezed out every profit from broadcast rights.

Ruiz added, "According to Mr. Roger Goodell, the broadcast rights of the Thursday Night Game are global and can include all platforms except live TV."

Yang Cheng's eyes flashed,

"That is to say, it includes multiple platforms such as the Internet and mobile terminals?"

Ruiz affirmed, "That's right. What Roger Goodell means is to sign a test water contract first. At present, he has sent invitations to companies such as Apple, Amazon, and Twitter. Judging from the news I received , several companies are very interested in this brand new contract.”

Yang Cheng did not rush to agree. You must know that the live broadcast of the game is the top priority of all NFL content products, and it is also the place where the major broadcasters spend the most effort. Although the division of rights and interests is different, the live broadcast mode of each company has something in common. .

The live broadcast technology is good, CW TV station can provide help, but how to three-dimensionally match the program and the live broadcast, how to maximize the use of prime time, and how to refine the division of labor and fix the combination and collocation, etc. One sentence or two sentences can solve it.

Usually a trump card program with a big live broadcast is a must-have routine for each family. NBC has Football Night in America, FOX has NFL Sunday, CBS has The NFL Today, and ESPN has NFL Primetime. These programs are arranged at the kickoff of the game Before, during and after the game, it will continue to be presented in the form of a program. The program ends and the game starts, thus forming a strong continuity, making the best use of the prime time, and ensuring that the audience's eyes are always focused on the TV as much as possible. .

Take NBC's Football Night in America as an example. The Sunday night game kicks off at 8:20 p.m., and the program starts at 7 p.m. and lasts 80 minutes. The program will last nearly 5 hours, fully interpreting the meaning of football night.

Even if it is put on the online platform, considering the audience's pursuit of efficiency, it does not need to be as long as 5 hours, but it is necessary to start with 2 hours, and it must be as close as possible to the competition and present the best results to ensure excavation. The advertising value of the prime time breaks out, so that the copyright purchased at a high price can be maximized.

It is precisely because of the need for this kind of content arrangement that we must make complete preparations for the staffing of the program group. An excellent fixed program team is the foundation of everything.

The program has a program team, and the live broadcast has a live broadcast team. The analysis before, during and after the game is generally performed by a host who controls the field and 3-4 guests. The live broadcast usually adopts a personnel matching mode of 1+1+1+1 , that is, 1 commentator + 1 commentator + 1 sideline reporter + 1 referee expert.

Of course, different media will also have different arrangements. ESPN’s Monday night game will have two commentators, one of whom will provide an observation and commentary perspective on the field; while FOX’s Thursday night game will have two sideline reporters, responsible for different team.

On the basis of the division of labor and refinement, American TV stations pay great attention to the fixed combination of personnel, once determined, try to stick to it for a long time.

This strategy makes it easy for commentators and commentators to gradually become the TV station's signature in this event, which is very helpful in cultivating the loyalty of the audience.

Television stations such as FOX and CBS that broadcast multiple games a week will have 8 fixed commentary groups. Many of them have been partners for many years, and even the commentary sessions will be based on a certain team. The tacit understanding between each other and The research on the team will be more in place, and the results will naturally be better.

Re-recruiting an ace team may take far longer than thirteen Thursday night games in a season. Just signing a one-year contract to test the waters may not guarantee a perfect return on investment.

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