Sports Illustrated announced Thursday plans to launch a new streaming sports network that would include coverage of the MLB, NHL, NBA, NASCAR and the leading college conferences.
The name given was “120 Sports,” in regards to an attempt to offer programming that will be done in two-minute segments suited to a digital audience.
Of course the launching of any new sports network includes challenges, especially when you already have a team of reporters covering beats on your new “partners.”:
Media companies have been scrambling to increase their available video content, which is more lucrative than standard online display advertising. SI has been more aggressive than most Time Inc. brands in terms of its video offerings. Its 3-year-old video unit produces about 50 original videos a week, executives have said, and last May, SI launched a 30-minute, daily talk show, SI Now. SI said those offerings would continue after the launch of 120 Sports.
Being in partnership with the leagues presents the potential for conflicts for SI journalists covering those leagues. Time Inc. evp Todd Larsen said during a conference call to discuss the deal that Time Inc. has strong editorial policies in place that will protect its journalistic integrity, noting that the publisher has a long history of covering sibling companies throughout its history being part of Time Warner.
However, it sounds like they’re confident their model will work:
Sports fans have shown a willingness to pay for content, especially live; a study by Sporting News Media found that 8 percent have paid to watch sports via an online subscription and 11 percent were willing to pay for live sports content online. However, the network has chosen to make its content initially free to users, although it expects to start charging next year. Time Inc. didn’t identify any ad partners or sponsors but said they could be named closer to the planned spring launch.
The network will be available as an app and on the partner sites as well as OTT (over-the-top) and connected TVs. Programming will run 24-7 and in addition to game highlights of professional and college sports, SI is expected to contribute existing or original programming.
Bob Bowman, president and CEO of MLB Advanced Media, said during the call that despite the lack of live game content, he expected the network to attract viewers with its made-for-digital format. “Our goal is to produce it and present it in a way that no one has done before,” he said. “We think there’s room for a digital-first, digital DNA, approach…We think it will find an audience quickly.”
It’s an interesting concept — something that sounds attractive if taken in by the right audience; also something that sounds like it could flop as well if there is no NFL coverage, the most popular sports league in the country. Considering we live in an age we can get news and scores 24-7 from any blog, app or TV network, this new S.I. endeavor will have to be creative and innovative.
Josh Helmuth is the editor of CraveOnline Sports. You can follow him @JHelmuth or “like” CraveOnline Sports on Facebook.
