TV Negotiations Suggest Rebranding Of SPEED

It was back in April when the Sports Business Journal first raised the possibility of the new management team at FOX Sports making some changes to SPEED. The FOX team had previously taken the outdoor and extreme sports network FUEL and turned it into a network full of boxing and mixed martial arts. Clearly, this group is about advancing their own agenda. Click here to read the original story.

Monday, word came from several sources that the ongoing TV rights negotiations over Major League Baseball had revealed some more details of the FOX plan. Click here for a story from our friends at Sports Media Watch. This is the first time that plans for a new FOX cable sports network have been revealed as part of a negotiation for TV rights.

In other words, FOX had on the table an offer to host a significant amount of MLB content on a network not yet in existence. The popular theory is that this mystery network is SPEED. That would help to make sense of the fact that SPEED continues to offer Pimp My Ride shows from many years ago and other dated programming. The network seems to simply be riding out the existing TV contracts and waiting for the change to come.

SPEED's multiple personalities are well known by motorsports fans. Once a thriving network deeply invested in racing of all kinds, the network took a hard left years ago when it came to weekdays. The term "automotive lifestyle programming" came to mean cheaply scripted reality shows that continue to this day. Most have been nothing short of disastrous.

At the same time, Friday through Sunday on SPEED continued to deliver some of the best motorsports coverage ever seen on television. Formula One, NASCAR and sports cars are among the series that have thrived in this environment. Weekends continue to be a hotbed of racing on SPEED.

The network's former president came from a regional sports network, an RSN. That environment is quite different than a high-profile national cable network. SPEED never developed a weekday morning show, never chased a noon news program and never established weekly shows that supported the various motorsports series shown on the network. All NASCAR programming not originating from a track was eventually cancelled.

The only current NASCAR weekday offering, a show called Race Hub, is said to have resulted from NASCAR forcing SPEED to produce that series in exchange for exclusive rights to the Hall of Fame inductions and other coverage. For many years SPEED executives had stubbornly declared no one watched TV for NASCAR content on weekdays. Race Hub was thrashed together in days.

While most believe it will be SPEED that is rebranded, reporter Joe Flint at the LA Times believes that FUEL may be the network to become FOX's version of ESPN. Click here to read his take on the subject and the baseball negotiations. Most believe, however, that SPEED is the network that will go away.

All of this comes because FOX missed the train long ago on starting a national cable sports network. Back in the mid-90's, FOX purchased a group of regional sports networks and one 24 hour stand-alone network that operated under the Prime Network banner. Instead of pushing ahead nationally, FOX chose to operate the regional networks and used the renamed FOX Sports Network (FSN) to provide additional programming to them.

These days, FOX Sports finds itself fighting at a disadvantage. ABC pairs with ESPN, CBS now has the CBS Sports Network and NBC changed VERSUS into the NBC Sports Network. That gives each of those parties an opportunity to spread sports programming between broadcast and cable networks. FOX desperately needs the same to remain viable in negotiations for sports properties.

SPEED's production facilities and administrative group are located in the Charlotte, NC area. The remainder of the FOX Sports cable networks operate from Los Angeles, CA. The best case scenario for the Charlotte-based employees would be for that group to continue to originate the motorsports studio shows like Race Hub, SpeedCenter and Wind Tunnel.

In today's digital world, SPEED also has a thriving website and a broadband channel that carries additional motorsports programming. If these two projects are allowed to continue when the network itself is rebranded, the impact to the remaining motorsports programming may be minimal.

The other side of the coin is for FOX to simply close SPEED and have NASCAR Productions, the in-house TV arm of NASCAR, produce all the NASCAR-related programming. The sanctioning body has a studio, production facilities and and an experienced staff already in place at the Hall of Fame building in downtown Charlotte.

In talking to friends involved in sports programming, it was pointed out to me that motorsports events directly conflict with many of the sports properties that FOX Sports has been chasing or already owns. The bottom line is that when and if SPEED goes away, it is doubtful that the wall-to-wall coverage of NASCAR practice, qualifying and racing will remain intact on the new network.

It seems that the only real question is when this change will take place. The current TV contract between FOX Sports and NASCAR ends at the conclusion of the 2014 season. But, that certainly would not prevent FOX from changing the network name and other programming content on SPEED next year. It would just mandate that the current NASCAR content continue.

As negotiations take place on other key sports products, we should continue to get a clearer picture of what FOX Sports plans to do with SPEED and when the FOX Sports 1 cable network may appear on our channel guide. As we always say, the only thing constant in sports TV is change.

We welcome your opinion on this topic. Your comment may be moderated prior to posting.

Race Wrap: Sprint Cup Series From Atlanta On ESPN

The ESPN TV team continued coverage of the Sprint Cup Series this season with the Sunday night race from the Atlanta Motor Speedway.

Nicole Briscoe hosted from the Infield Pit Center. Allen Bestwick handled the lap-by-lap coverage. Rusty Wallace was in rare form and the booth analysts Dale Jarrett and Andy Petree provided good information.

The reality check for viewers was the combination of the lack of racing action and the typical TV style of ESPN. Without searching for stories the telecast had lots of two-car camera shots with Bestwick and company trying to keep the conversation flowing. It was not an easy task.

College football again affected the pre-race show, as it did for the Nationwide Series telecast on Saturday. This was the final weekend without NFL regular season games, so a college game on Sunday was on the schedule. Luckily, it was a one-sided affair and the NASCAR Countdown show was started on the ESPNEWS network.

Once the actual race started, complaints flowed in from fans about a wide variety of issues with the NASCAR.com online pay services. No team scanners, no telemetry and a large time lag made the fans line-up at the virtual complaint window. Eventually, the bugs were sorted out but this type of situation has been all too common.

During the race, several cautions for debris were thrown and ESPN did not even attempt to show the debris on-camera. After the Saturday incident toward the finish of the Nationwide Series race with Brad Keselowski, it seemed strange not to have TV really focus on making sure to document for the TV viewers what caused the racing to be stopped.

Green flag pitstops normally are presented in a split-screen video box so viewers can continue to see the leaders racing at speed while also viewing the key cars pitting. This was not done consistently, but got better as the race progressed. The same was true for showing full-screen replays of passing or other incidents while the race itself was under green. These needed the split-screen approach.

With long green flag runs, it is tough to integrate the Infield Pit Studio crew and give them a continuing role in the telecast. There was just not too much to discuss that had not already been covered from the TV booth. Trying to do that in this race made for some awkward moments.

ESPN does not start split-screen commercials until the final ten Chase races. This is one of the best examples of a race that needed them. Long green flag runs meant missing substantive time in the race with every commercial. With the heavy commercial load in Sprint Cup Series races, fans missed a lot of laps.

The good news for ESPN is that the mix of on-air personalities is the best ever heading into the Chase. Ray Evernham gets Rusty Wallace fired up, while Bestwick and Briscoe are very good at keeping order and directing traffic. Petree and Jarrett work well together and finally Jarrett is speaking out and assuming his role as the lead analyst.

The bad news is the continuing inability of the producer and director to grasp what is going on in the race and relate that to the fans. This season there is no "script," but rather a mind-numbing pattern of tight camera shots as if TV viewers are purposefully being kept from seeing the actual racing on the track. It makes little sense and forces key issues in the race to be offered through replays.

It has been made clear that this style of production is what ESPN wants and fans have to accept it. The problem is that the post-race stories reported by the pit road reporters are often the ones missed during the live telecast. Stepping back, both figuratively and literally, for a better perspective on the racing would certainly help this effort.

We invite your opinion on the ESPN telecast from Atlanta. Comments may be moderated prior to posting.

Join Us On Twitter For Live Race Chat

Note: We will be hosting a live stream on Twitter during the Sprint Cup Series race from Atlanta using the #TDP1 hashtag. Search it to see our conversations, add it to your tweets to be included. There will be a post here immediately after the checkered flag for your TV post-race wrap up.

TDP will return next week with new columns. Thanks for your patience this week. There are a lot of ongoing TV and media stories that we will attempt to update. Thanks to Jeff Gordon PR for the picture via Twitter.