Monday, April 23rd, 2012


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Cynopsis: Sports

Good morning. It’s Monday, April 23, 2012, and this is your first early morning Sports briefing.

With an eye on developing and cultivating the data and analytics side of the business, Bloomberg Sports in two years has grown to become the leading global provider in number crunching, working with and since its launch. Last month, the company launched its third season of “Front Office”; which ranks as one of the top fantasy baseball analytic tools on the market. Now, with 26 of the 30 MLB teams in its fold, Bloomberg Sports is looking to go global.

Cynopsis Sports spoke with Bill Squadron, head of Bloomberg Sports, about how the analytics is changing the relationship between fans and leagues, where brands fit into the equation and why broadcasters are eating it up.

Squadron on Bloomberg’s move into sports: We believe there has been a growing momentum for the past few years in the sports industry with an interest in analytics and data both from the consumer side with the fans and fantasy and so forth and for the professional side. What we saw when we first got into this was that there was no leading provider of sports analytics worldwide and Bloomberg, which already does financial analytics worldwide, was in a prime position to deliver that type of service. We began with baseball and we got tremendous reception and our plan is to now expand across all major sports, both domestically and internationally. Our feeling is that this is a perfect area for Bloomberg to add a lot of value.

On how analytics are helping broadcasters: What broadcasters do is tell a story and they want to provide the most compelling, interesting story that they can tell to their audience. The thing that analytics can offer is more and more insight into the dynamics of a particular game, whether it is a specific matchup or performance or historical relevance, analytics can open up more of a particular game to fans. From a broadcast standpoint, it gives more tools to tell an engaging story. We are working with most of the MLB broadcasters both nationally and regionally and providing them with all kinds of information about a particular game.

On the company’s relationship with MLB: We are up to 26 teams now. It’s been great, it takes a little time for organizations to embrace something that is different, but when we started a couple of years ago, our concept was a one-stop shop to allow teams to be much more efficient than they’ve ever been in running their operation by integrating all of their key elements into a single consolidated system that would have data, scouting information, news and all the pieces that coaching operations need.  Of course, when we first offered it, the system was far from perfect and we got a lot of feedback and made some adjustments and I think that it’s a real tribute to how much progress we’ve made that we now have almost all the teams on board as customers.

On how brands can take advantage of data: In our relationship with last year, our fantasy analytical tool called decision maker was sponsored by ING. I think that increasingly you see brands wanting to be associated with technology and data focused services because they engage fans for lengthy periods of time and people enjoy working with it. The other thing I’m seeing with brands is that we can create application or widgets that are on their brand sites that can become games or interactive features that are data driven that can engage the consumer and get them tied up in a very positive way with the brand in question. It’s a way of creating engagement and you can do it in a way that’s really fun.


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On the Air

ESPN formalized its plans for the 2012 NFL Draft this week, which will begin April 26 from Radio City Music Hall in New York. The company will feature 16 hours of live television programming of the three-day event and, for the first time, the first hour of Round 1 coverage will be presented with limited commercial interruption. Production will feature 23 cameras in and around Radio City, including two RF steadicams and three jib cameras with more than 250 player highlight packages. On Thursday, Chris Berman hosts Round 1 from the main set with analysts Jon Gruden and Mel Kiper, Jr. NFL Insiders Chris Mortensen and Adam Schefter will report from an additional set, and reporter Suzy Kolber will be on site to interview draft prospects at Radio City. On Friday, Berman, Kiper and Gruden will remain at Radio City on the main set, and joined by analyst Todd McShay in Round 3. Polian will accompany Mortensen and Schefter on the additional set.

Heading into the last week of the NBA regular season, ratings continue to swell. The NBA on TNT is on pace to deliver its highest-rated and most-viewed season ever on the channel averaging a household rating of 1.7 for the season, according to Nielsen. The network’s Thursday’s Double-header on TNT is pulling a 2.2 HH metered market rating as this past Thursday’s games featuring the Bulls/Heat and Clippers/Suns scored a 2.6 and 1.7 respectively.

Over on NBA TV, the channel is also wrapping up a record-setting 2011-2012 regular season with total viewers up 32% over last year.

John McEnroe is coming back to Wimbledon again. The famed player inked a multi-year deal with ESPN to add the tournament to his ESPN duties starting this summer. McEnroe has worked the US Open for ESPN since 2009 and will continue to do so under the terms of this multi-year agreement.

DIRECTV is dropping is price for the NFL Sunday Ticket package, announcing that current customers will pay only $199.95 this year, for a 40% markdown from than last year’s amount. The company is also offering a newly-branded NFL Sunday Ticket Max package this year, with add-ons that include the ability to watch from devices, as well as Red Zone Channel and Short Cuts.

The Falcons won’t be getting knocked around this preseason, with the team turning down overtures from HBO to take part in “Hard Knocks” during training camp 2012, according to ESPN. The report stated that the main reason the team declined was to make sure there was a focus on their on-field product. Now, reports that HBO is instead mulling a two-fer, with a focus on both the 49ers and Ravens and their coaches who are brothers.

WFN: World Fishing Network brings back Reel Fishy Jobs with Mark Melnyk on Thursday at 7:30p, with a ten episode run. The series will feature Melnyk taking on the “toughest, messiest and most outrageous jobs in commercial fishing, conservation and recreational fishing.” In advance of the season premier, the channel will offer a five episode marathon beginning at 5p. Jobs this season include: building artificial reefs and tagging native fish in Louisiana, serving as Acting Tournament Director for a Skeeter Bass Champs event; working as a tuna deckhand; and breeding giant bass as a Texas sharelunker hatchery worker.

Tomorrow is the Cynopsis: Sports Business Summit! Join executives from the NFL, FOX Sports, NBC Sports, NASCAR, Turner Sports, IMG, Yahoo!, Wasserman Media Group, CBS Sports, ESPN, the NHL, Pepsico and many more Tuesday in Manhattan. For the full agenda and to register, visit:

Sponsorship & Promotion

With Baylor quarterback Robert Griffin III all but certain to be picked with one of the first two picks of the draft, Subway has inked the player to an endorsement deal to become SUBWAYS’s latest Famous Fan. Subway will subsequently build anRG3 bust from its currently featured “Smokehouse BBQ Chicken” at a SUBWAY store in midtown Manhattan and print ads will appear in Sports Illustrated and USA Today.

5-Hour Energy beefed up its NASCAR commitment to Clint Bowyer’s No. 15 Toyota and will now serve as primary sponsor for the car for most of the races this season. The team had announced a 25-event partnership with the company six months ago.

Global sports and entertainment company Octagon announced an exclusive partnership with five-time NASCAR Sprint Cup Series champion Jimmie Johnson. Octagon will work with Johnson and his team to oversee his marketing and brand-building initiatives through endorsements and other commercial opportunities.


Last Chance to Register: Cynopsis Sport Summit

You’ll have the opportunity to network with the best in the industry, learn from content rich sessions, receive exclusive information and even have the chance to win raffle prizes, such as tickets to the new Broadway show, Magic/Bird, Suite Yankee Seats, and autographed Tennis & Footballs.

Join your colleagues tomorrow in NYC: REGISTER

**Sponsors: DirecTV, FOX Sports, NASCAR, Ad Club of NY**

Digital Fields

It appears that the CBS Sports team of Jim Nantz and Phil Simms are in the game, literally. According to multiple reports, the two long-time sportscasters were listed as a new broadcast team to handle play-by-play and color commentary in Madden NFL 13 this year in an image posted on the EA website. (Although that image has since been pulled.)

Time Warner Cable is bringing in online sports to its repertoire, adding ESPN, ESPN2, TNT, TBS, NBA TV, MLB Network and NHL Network to its TWC TV app for customers in New York City, Dallas and Charlotte. In addition, customers in NY will also get YES, SNY, MSG, and MSG+. Dallas will also receive Fox Sports Southwest and Charlotte viewers can also watch Fox Sports Carolinas and SportSouth.

The Main Event

The Nets last game in New Jersey tonight on YES Network at 7:30.

ON THIS DAY in 1989: Kareem Abdul-Jabbar plays his last game as a Laker.

Answer to Our Last Sports Trivia Question: Who was “The Say Hey Kid”? Willie Mays. Kudos: Thomas Kelley-Octagon Marketing/NY; Tony Caravello-ABC-TV/NY; J. Barry McMullin-PBR/NY; Adam; Katie Copeland-XOS Digital/Orlando; Dan Parisi-Rowland Publishing/Tallahassee; Gordon Beck-Beck Communications/Northeast Harbor; Brandon Sieb-Turner Digital/Troy; Bob Ramsey-WCIU/Chicago; John Kukla-KDFW/Dallas Fort Worth; Jay Sheppard-Zimmerman/Oakbrook Terrace; John Ward-NBC Sports Group/Chicago; Greg Moloznik-GLM Media/Scottsdale; Alan Perris-The Television Academy/North Hollywood; Tony Reyes-RGH Entertainment, LLC/Woodland Hills; Cathy Korda-ABC Entertainment/Burbank; Amy Kent-ABC Affiliate Relations/Burbank

In The Know: The Nets have had two players win NBA Rookie of the Year. Name one. (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)


JUST ANNOUNCED: Kids !magination Awards Finalists

Our first annual Cynopsis Kids!magination Awards Breakfast is set for Thursday, June 7 from 8:00-10:30am at Le Parker Meridien in NYC. Network with your peers and hear about the year’s best kids programming and marketing.

Join award finalists, support your colleagues and network with the best in the industry!

Preview the list of finalists & register for the Awards event:

Later — Chris
Chris Pursell for Cynopsis | Sports

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Cynopsis CLASSIFIEDSFor More classifieds, visit the classifieds page here .

JOB OPENING: SALES ASSISTANT/Crown Media/ New York City: Work with AE & Planners to service and maintain agencies and clients on daily basis. More info & apply: (4/28)

JOB OPENING: ACCOUNT EXECUTIVE/Sportsman Channel/NY or WI: AE w/ 3+ yrs national ad sales AE exp a must. Sports/outdoor sales preferred. Excellent agency relationships & proven track record. Apply: (4/28)

JOB OPENING: MGR, ADVNC’D PLATFORM ASSET PROD/AMCN/NYC: Mnge production/delivery of assets associated w/prog on Adv Platforms: DSTB OnDemand, IPTV, EST, TV Everywhere, Social Media,etc. Apply at (4/28)

JOB OPENING: DIR OF COMM/Universal Sports/West Lake Village CA: Generate awareness of the network. 6-8yrs PR/Media Rel exp. Exc PR, comm, writing skills & social media skills. Res: [email protected] (4/28)

JOB OPENING: DIR LEGAL AFFAIRS/SCRIPPS/TN: Provide legal counsel for prgrmng, neg.agreements across SNI brands. Intellectual property matters, mainly copyright & trademark exp a must. Apply: Req. 2953 (4/27)

JOB OPENING: DIR, NEWS & LOCAL PRGRMNG/So. Cali: Mng news/prog content. Responsible for overall plan’g, dvlpmnt & prod for news/prog. News/TV mgmt exp. + 5-10 yr exp.  industry req. #134478BR (4/27)

JOB OPENING: ACCOUNT DIR/GSTV/NEW YORK: Largest nat’l away from home TV network at the pump seeks an account director with strong exp in media sales. Apply at: (4/27)

JOB OPENING: RESEARCH EDITOR AD STANDARDS/NBCUniversal/NY: Will focus on prescription/OTC drug ads for broadcast. 2 yrs exp with clinical and consumer related research. Apply at: Job#5369BR (4/27)

JOB OPENING: PROJ MGR RSRCH/ATL: Mng rsch proj to support Ent prgmng for TBS. BA/BS deg. 5+yrs mktg/media rsrch exp req’d. Prof in basic statistics/analysis, Nielsen media rsrch suite of software. Res & C/L: [email protected] (4/27)

JOB OPENING: MGR NBC SPORTS NETWORKS SALES PLANNER/NYC: Work across NBC Sports Ntwrk sales teams to oversee inv yield mngmnt, sales plan review, pre/post sales analysis. More info: 5159BR (4/27)

JOB OPENING: RSRCH ANALYST/CBS Television Distribution/NYC: CTD barter prgrmng using Nielsen NPower, Galaxy Explorer and Market Breaks as well as WRAP sweep. BA Deg pref’d.  [email protected]  Apply: (4/27)

JOB OPENING: SALES PLANNER/DIRECTV/NYC: Client acct mngmnt & sales support including dvlpng sales proposals, planning costs, buy/sales reports, billing, scheduling & inventory QC. Req’d 2 yrs exp. Resume to:, (4/27)

JOB OPENING: NATIONAL TV BUYING DIRECTOR/Boston: 7-10 years exp w/major agency, Network, Cable and wide range of new media options a plus, relo package avail, Send resume to [email protected] (4/26)

JOB OPENING: CFO/LEFTFIELD PICTURES/NYC: oversee all financial aspects of the business, raise money & ensure that it is used wisely. Info: Resumes to: [email protected] (4/26)

JOB OPENING: CREATIVE DIR/Lifetime/NY: Create & execute high level mktg campaigns for Lifetime’s key initiatives. 5+ yrs on-air promo exp + 3+ yrs campaign launch exp. Apply: (4/26)

JOB OPENING: VP STRATEGY & CONS MKTG/Lifetime/NY: Manage cons mktg activities & direct mktg strategies across all Lifetime brands. 10+ yrs media, promo, mktg or adv exp within ent industry. Apply: (4/26)

JOB OPENING: PR DIRECTOR/TNT-TBS/ATL: develop strategic, creative publicity campaigns for TNT & TBS original programming. 7+ years television publicity experience; Req #130698BR (4/26)

JOB OPENING: SALES PLANNER/CBS Television Distribution/NY: National TV Sales Org. seeks energetic organized individual to join our company. Direct contact w/sales team and agencies. Contact [email protected] (4/26)

JOB OPENING: FREELANCE WRITER LIVE TV Writer (LA or NY): w/ passion for video game ind. Resp for talent wraps & breaking news. Must have exp writing for LIVE TV, working w/talent & teleprompter. 2+ yrs exp, apply: [email protected] (4/25)

JOB OPENING: ACCT EXEC, HEALTHSOLUTIONS/CBS TV STATIONS/NY: Create/pitch multi-mkt integ sales mktg solutions, neg budget, rate, rtgs & share. 7+yrs TV sales exp, health cat exp a must. (ID 10927BR) (4/25)

JOB OPENING: DIR, PRODUCTION & CREATIVE SERVICE/NBC/Universal City: Please visit for more info. Job # 4497BR (4/25)

JOB OPENING: COORDINATOR, INTEGRATED/ Execution of integrated advertiser marketing solutions across all platforms. 3-4 years, understanding of digital ad sales. Freelance. Email resume to: [email protected] (4/25)

JOB OPENING: SPONSORSHIP TV SALES ACCOUNT MGR/National Talk show-PBS/NYC: 5+yrs TV AD sales & sponsorship. Excellent record in originating and closing. 360 sales exp. a +. Resume must detail success/apply: [email protected] (4/25)

JOB OPENING: SR PUBLICIST/Current TV/LA: Asst in dvlpmnt, prod & dissemination of comm materials to help support PR campaign. 2 yrs exp in consumer or business-oriented PR envir.  More info/apply: (4/25)

JOB OPENING: SALES COORD/TV Guide Mag/NY: Assist sales: client/mktg/research/events. Strong org/comm/multi-tasting/skills a MUST. Ability to prioritize & self sufficient. 1yr media/agency related exp. [email protected] (4/24)

INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected].

SUMMER INTERNSHIP CREDITS ONLY: LUDORUM/NYC: Seeking collage intern with marketing or licensing experience to assist in day to day team activities.  Detail oriented and excellent communication skills a must. To apply email [email protected] (4/26)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED… There is no charge for placing your Situation Wanted ad… for more information contact Trish Pihonak at [email protected].

SITUATION WANTED: DVLPMNT PRDCR/LA BASED: Non-Scripted. ABC; CBS; NBC; A&E; Bravo; Current; Dis; E!; Fox 21; Hist; LoGo; MTV; Spike; TLC; VH1; Travel; solid, runs on batteries! [email protected] (4/25)

SITUATION WANTED: Dedicated & Experienced ADV. SALES PLANNER (NYC): Sales proposals, resolving client discrepancies, quarterly post analysis, special sales service projects, expert computer skills. Contact- [email protected] (4/24)

E-mail [email protected] or call Trish Pihonak at 888.702.3858 for rates and specs for Job Openings.

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