There’s an interesting discussion going on about the influence of ESPN in the
college football world. We’ll pick it up with Kyle’s
post here and then see responses here
and here.
Interesting stuff, mostly.
I have to admit that it’s good sport to watch the nascent sports blogosphere
interact with the sports media. I can understand how the blogs which really
began to hit their stride two years ago think that this is new ground, but it’s
not. The first generation of online writers in the mid-1990s also butted heads
with more traditional media, and we saw much of the same friction. If there’s
a difference it’s in the competitive marketplace. Print journalism was (and
still is) competing directly with a lot of these online sites. Innovations we
take for granted on modern newspaper Web sites such as multiple daily updates,
deeper online photo galleries, and even comments and discussion spaces were
pioneered first online and adopted by print media in the fight for eyeballs.
Inch-deep coverage wasn’t going to cut it as the predecessors of Rivals.com
and Scout.com changed the marketplace.
Blogs have taken the interaction to a more granular individual level. Smarter
journalists are jumping in with
both feet and have built their own personal brands. Newspapers like the
AJC have beat blogs with more frequent, brief, and informal updates from their
journalists on the news beats. Several professional
pundits have embraced the interaction and earned places as authorities and
discussion leaders. The competition here has to do with insight, interesting
ideas, and access. Unless Ivan Maisel offers compelling content, why read him
instead of an interesting blog? We’re all just writers hoping that someone will
find our content worth reading. Some do it better than others, and some stake
their livelihoods on it.
With ESPN television, it’s a bit of a different story. There simply isn’t the
competitive pressure. We have to differentiate between the ESPN punditry and
the network itself. The pundits, from Simmons to Schlabach and on down, face
the same competition in the marketplace of ideas as any other "print"
journalist. But in terms of SportsCenter or Gameday or live coverage of games
themselves, the competition (if any) comes from CBS, FOX, and other networks,
not from Deadspin or DawgsOnline.
ESPN Gameday might be cheesy, overdo the Virginia Tech story, or go to the wrong
game. Who cares? We’ll watch anyway. Eyeballs and ratings
- not well-crafted blog missives - are what drives ESPN. When someone carries
more games or provides a better alternative to Gameday, the competition will
tell the tale.
We complain about the influence of ESPN in college football, but what we might
have seen is the Law of Unintended Consequences at work after 20 years.
Prior to 1984, the NCAA
had strict control over which schools appeared on television:
Under the old NCAA plan, which had been in effect since 1952, teams were
limited to six appearances during two seasons.
Schools which attempted to organize their own deals were threatened with banishment
from the organization, and it wasn’t until Georgia and Oklahoma successfully
sued the NCAA in that landmark 1984 case that things began to change. The CFA
replaced the NCAA as the distributor of television coverage, but even that proved
too restrictive for the membership. The moves by Notre Dame (NBC) and the SEC
(CBS) in the early 1990s brought control of television deals down to the conference
and even the individual team level.
But while NBC and CBS settled on those valuable broadcast rights, ESPN attacked
with breadth. So CBS has the best SEC game of the week; ESPN will take the second-best…and
the fourth-best. It’ll also add another game on ESPN2. They might even convince
a couple of SEC teams to play on Thursday night. Combine that with the national
and regional reach of ABC, and you have quite a network. NBC will have their
Notre Dame game, CBS will have one or two games, but there’s a lot of action
left over and a lot of demand for college football. Spread it beyond Saturdays,
and there are even more opportunities to broadcast games with programs willing
to sacrifice the tradition of Saturday afternoon for national exposure.
Think about what some of this additional coverage has meant to the game. Back
in the days of few networks and NCAA limits on television appearances, would
stories like Boise State or Rutgers ever catch on? Would anyone have seen all
but a glimpse or two of the West Virginia backfield? It’s likely that a displaced
fan in Oregon can somehow catch the UConn-Pittsburgh game. Through broadcast
networks and pay-per-view, almost every Georgia game is available on television.
Were such things even imaginable 25 years ago?
Increased coverage has done its part to make things more democratic. With more
and more games showing up on television, there are fewer and fewer excuses for
pollsters and the punditry to be provincial. Even more, it’s easier and easier
for the college football fan to catch the BS and have their own informed opinions
about the national landscape.
This widespread availability of games has come with a cost, and obviously networks
are not bringing us more games out of altruism. Without the oversight and restraint
of the NCAA or even the CFA, television networks can dangle some pretty juicy
plums in front of conferences. Teams, particularly those mid-level programs
who will do anything for a little more exposure, have begun playing on all days
of the week. It’s hard for me as a fan of a program with plenty of exposure
and cash to criticize this development, but I wouldn’t like my team taking a
spot in one of those games.
There is a concern that ESPN is crossing lines in brokering out of conference
games. Arranging games is nothing new. It’s how college football’s most
cherished tradition and most
valuable brand came to be. The
Senator is nervous (with good reason) that the media conglomerate might
take a greater role in the evolution of the college football postseason, yet
we hold on to a postseason where matchups are already brokered well in advance
by conferences and local chambers of commerce.
College football has brought a lot of the current state of affairs on itself.
The 1984 decision gave greater negotiating power to teams and conferences, but
it also transfered power from the NCAA to the networks. Some
suggest that we’d have the same breadth of televised games regardless due
to the growth of cable and satellite television, but I have to think that at
some point the NCAA would have put a stop to things like Friday night college
football. It could be argued that such limits would be to the detriment of smaller
programs, but that’s a moot point; the CFA ship has sailed a long time ago.
We also fret over ESPN crossing over the news/entertainment line, but that’s
not as big of an issue with me. I rarely rely on ESPN as a news organization.
I never watch EOE productions. I watch sports. If ESPN has too much influence,
it’s the tradeoff we make by giving media opinion such a prominent role in college
football’s ultimate prizes. Again, media influence is hardly a new development.
In recognition of that long-standing fact, ESPN and the AP withdrew
from their participation in the BCS.
So what are we left with? A self-promoting media organization that brings us
dozens of good college football games. Of course they have some awful commentators
and analysts; that’s kind of unavoidable anywhere these days. I’ve had my criticisms
of the coverage before, but it’s because I want a better product to watch and
not because ESPN/ABC is leading us all down the path to prepackaged hell. I
will close with this: with the NCAA more or less hands-off when it comes to
the college football postseason, someone else will guide the process. The networks
and their sponsors already have a large role in the BCS, and it shouldn’t surprise
anyone to see them at the forefront of future changes.