Monday, January 23rd, 2012

Cynopsis: Sports

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

BTN is dedicating its programming to the passing of former Penn St. Coach Joe Paterno, with special presentations yesterday and today to the legendary coach who was forced out last year due to the scandal. BTN’s ability to readjust and fine-tune its schedule to breaking news has helped propel the network to ratings gains and sponsorships that have not only overcome a troubled launch five years ago, but now serve as a model for other leagues. With over 850 events produced during the 2011-2012 academic year, the network continues to capitalize on its built-in fan base.

Cynopsis Sports spoke with BTN President Mark Silverman about the network’s momentum, how a rebrand last year reflected on overall changes in philosophy for the channel and how the platform was maximizing its resources.

Silverman on BTN’s strategy: We really felt like this was going to be a launching off point for the network last year with Nebraska joining the conference. As we looked at our future, we really saw the ability to move up a notch and focused on improving the overall quality of the network. We changed our set, we changed our logo, we added a brand new graphics package before football season. Now that we are more of an established network, our strategy became more about the branding, and maximizing the quality of the matchups. We launched our BTN2Go initiative, so the BTN brand came into play as we needed an umbrella term to bring all of our additional products and platforms together. Our digital platforms helped us expand into all the different areas where our network was growing this year. Now, there is an improved perception of quality that helped us grow our ratings, grow our ad sales and become more of a substantial network.

On the reasons behind the channel’s ratings growth: Even though it’s our fifth year, I think it took time to break through the lineup of typical channels that a viewer will go through at night or during the day on weekends. I think that gradually we’ve had more compelling programming that inspired viewers to come back and check us out more than they have in the past. Our matchups pretty much stay the same from year to year, the games don’t vary that much. But we’ve been able to grow the number of games we run and combined with our original programming such as The Journey and Big Ten Icons as well as the upcoming series Impact the World, we have a better offering and variety of programming for our viewers.

On how digital platforms have helped branding: The comment I’ve heard the most over the last few years is ‘I want to watch the network online’ or ‘I want to watch the games on my tablet’ and we’ve worked hard to be able to produce a product where you can watch a full 24 hour live stream of BTN, as long as you are an authenticated BTN subscriber. It’s been rated very positively by our fans, it’s done very well at the iTunes store. It’s something that strengthens the connection that BTN has with its viewers. Being able to connect with viewers on whatever device is most convenient for them is a must going forward, especially for a sports network where programming is live. Wherever they want to go, we want to be there for them.

On how far they’ve come in five years: Everyone here at BTN in Chicago, our partners at FOX and the Big Ten Conference, view this as a remarkable collaborative effort where we’ve all be very much in sync from the beginning. We got through a very trying first year and I think we’ve gotten better every year since. The Big Ten brand resonates with a lot of people out there and as the Big Ten aspired to be as strong a conference as it can, FOX aspired to produce the best quality television, and BTN is here to work with both. We’ve been able to adapt the best of both FOX and the Big Ten to create this network and we are all very proud of what we’ve been able to accomplish.

On the Air

Football fans in Miami were treated to a one-day truce between DIRECTV and Sunbeam that allowed as many as 270,000 DIRECTV subscribers to see the game. For the past week, Sunbeam has blocked the satcaster’s Miami subscribers access to their local Fox station as well as Boston viewers access to their NBC and CW stations as a result of a carriage dispute between the two companies, WSVN-TV, the Miami Fox affiliate owned by Sunbeam, said before the game that it would allow DIRECTV to air the NFC Championship on Sunday.

ESPN series 30 for 30 took top honors for the sports category when the Producers Guild of America handed out their annual awards over the weekend. Other shows nominated in the category included Monday Night Football (ESPN), Real Sports with Bryant Gumbel (HBO), Sports Center (ESPN), 2010 FIFA World Cup (ABC/ESPN/ESPN2) and the U.S. Open Tennis Championship (CBS/Tennis Channel).

NBA on TNT’s doubleheader last week, which was led by a Lakers/Heat matchup, handed the channel with a 2.2 metered market rating, up 57% over the equivalent games in 2011. The first game, featuring the two teams, delivered a 3.0 household score to record a 114% spike. Game two, featuring Mavericks/Jazz pulled a 1.4 for an 8% jump.

Voting for NBA TV’s Fan Night presented by Sprint resulted in a Cavaliers/Heat game for Tuesday at 7:30p. Fan Night voting for next week’s match-up on Tues., Jan. 31, will continue on, the NBA Facebook page and

The St. Louis Rams made an unprecedented move to help propel international growth for the NFL, agreeing to play a slate of regular season games in the UK over the next three years. This marks the first long-term move by a franchise to play overseas, with games beginning on Oct. 28 at London’s Wembley Stadium against the Patriots. The game will kick off at 1p and be televised live on CBS. “The response to NFL games in the U.K. among our British fans has been exceptional,” said NFL Commissioner Roger Goodell. “We are confident that having the Rams host one game in the U.K. in each of the next three seasons will allow us to better serve the growing popularity of our sport beyond the borders of the United States.”

Tiki Barber signed on to SNY to serve as an analyst for the channel. Barber will join former teammate Shaun O’Hara, now serves as a contributing analyst for the Mets-owned network.

Sponsorship & Promotion

Merrill Lynch has signed on to serve as presenting sponsor of the Senior Bowl, in a deal announced Saturday. As sponsor, the company will be able to host exclusive financial seminars for the senior NFL prospects hoping to be drafted by the NFL. Merrill Lynch will also have a logo placed on the field at Ladd-Peebles Stadium during the week.

With NASCAR gearing up for another season, American Ethanol announced at the NASCAR Preview fan event that it has inked a deal to continue relationships with Richard Childress Racing and RAB Racing for the 2012 season. Austin Dillon will drive the No. 3 Chevrolet during the 2012 NASCAR Nationwide Series season with American Ethanol serving as the primary sponsor for six races as well as one race in the NASCAR Sprint Cup Series in 2012. The company will also serve as an associate sponsor with the entire RCR family of drivers.

Digital Fields

This year’s Super Bowl will deliver the first-ever social media command center, according to Mashable. The center will feature a team of strategists and analysts who will monitor the digital fan conversation on platforms that include Facebook and Twitter from a 2,800-square-foot space downtown. The station is slated to open Today and run through the Feb 5 Super Bowl. The report states that the command center will utilize more than a mile of Ethernet cable and more than 150 square feet of networked screen space.

The Main Event

The Magic and Celtics square off on NBA TV at 7:30p.


CableFAX Awards
Call for Entries

CableFAXIES Awards – Enter Today!
Call for Entries Deadline: Friday, January 20, 2012

CableFAX Sales Executive of the Year Awards – Enter Today!
Call for Entries Deadline: Friday, February 3, 2012

For a list of events, visit us at

ON THIS DAY in 1979: Willie Mays is elected to the Baseball Hall of Fame.

Answer to Friday’s Sports Trivia Question: What MLB player was known as the “Man of Steal”? Rickey Henderson. Kudos: Juan P. Delgado – Telemundo/Hialeah; Thomas Scheuer – Optimedia/NY; Brian Ricco – MultiVision Media/Secaucus; Michael LaPlante – ION Media Networks/West Palm Beach; John Kukla – KDFW, KDFI/Dallas; Ron Salcedo – Zimmerman/Nashville; Mike Patterson – Turner SI Digital/Chicago; Mary Ryan – Raycom Media/Dallas; DavidHauptman – Katz Television Group/Denver; Tom Moore – Kalt Productions/LA; Anne Wettig – FX Network/LA.

In The Know: Who was the first pick in the 2001 NFL draft? (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.)

Later — Chris
Chris Pursell for Cynopsis | Sports

Cynopsis Ad Sales:
Mike Farina – VP/Sales and Marketing – 203-218-6480 / [email protected]
Classifieds – Trish Pihonak- 203-381-9096 / [email protected]

To subscribe to any Cynopsis edition(s) click here.
To unsubscribe from this edition, click here.

Cynopsis CLASSIFIEDSFor More classifieds, visit the classifieds page here .

JOB OPENING: MKTG MGR, NBC SPORTS & NBC SPORTS NETWRK/NY: Work with key NBC Sports stakeholders to mkt. & increase sales of properties of NBC Sports & NBC Sports Network. 5+ yrs exp. Apply at Job# 3829BR (1/28)

JOB OPENING: SR MGR DIG STRAT. RSRCH/ABC TV/NY: Resp for syndicated & primary research in support of digital media platforms. 5-7 yrs in media, ent, or advertising rsrch. Apply/info: (1/28)

JOB OPENING: SR. RSRCH MGR/THE WEATHER CHANNEL/NY: Support Ad Sales. 4+ yrs exp. Strong knowledge of Nielsen systems and other syndicated tools. Good storyteller. Primary & secondary rsrch skills needed. Res: [email protected] (1/28)

JOB OPENING: MGR, MERCHANDISE/NY: Procurement of promotional merchandise for all A+E Networks internal departments. (1/28)

JOB OPENING: MANAGER/PR/TRAVELCHANNEL/NY: Develop & implement program publicity plans for programming & digital initiatives. Prior TV publicity exp. required. Full details, & select req 2768 (1/28)

JOB OPENING: MTVN TECH PRODUCER/DEVELOPER: BA; 4yrs intractve dev exp.Dev/adv knwlg of JSP, HTML, XML, XSL, JavaScpt, Visio. Str comm sk. Prior wrk music, games, ent. Biling a+. EOE/M/F/D/AAP.Ap (1/28)

JOB OPENING: MGR  NEW BUS DEVELOPMENT/AMC/WE/NYC: buildsales presentations for advertisers, clients,media planners,buyers that showcase client brands. 4+ yrs creative or marketing exp. Resumes: [email protected] (1/28)

JOB OPENING: ANALYST, AD SALES RESEARCH/NYC: Proactive, creative, detail-oriented. 3-5 years exp with cable or BC sales team req’d. Nielsen, MRI, Mendelsohn, experience pref’d. Resumes to: [email protected] (1/28)

JOB OPENING: VP PROGRAM SCHED & PRGRAM PLANNING/RLTV/BALTO, MD: Optimize ratings & leverage prgrm inventory to max brand positioning. Exp: managing var. prgm formats, cable, ratings & research systems. Send resume: [email protected] (1/27)

JOB OPENING: VP/DIR, INT’L SALES/JIM HENSON CO/LA: Oversee sales TV, DVD & dig platforms for current & catalog series. Exp selling. Sig relationships w/buyer of children’s content internat’l mkts a must. [email protected] (1/26)

JOB OPENING: DIR-PROD/TLC/MD: Talented EP to lead all aspects of Ntwrk prod projects; create/produce/mng ground breaking innovate tv prgms; 10+yrs field/studio prod exp in doc/reality; # 4972 (1/26)

JOB OPENING: DIR, BRAND MTKG/USA NTWK/NYC: Strategic dvlpment of all off-air mktg & branding efforts: media campaigns, affiliate mktg programs, cross promotions. 5 yrs exp TV mktg and/or media planning. 4104BR (1/26)

JOB OPENING: NAT’L ACCT EXEC- IPTV/AT&T AdWorks/Detroit: Nat’l Acct Exec-IPTV. 2+ gen mkt TV ad sales in automotive/agency contacts. Apply- (1/25)

JOB OPENING: EDITOR, AD STANDARDS/NY: Ensure ads for NBC Network comply with internal & external standards, laws & regulations, & public interest considerations. 1+ yr exp. To apply, visit Job# 4133BR (1/25)

JOB OPENING: SALES PLAN’R/CHI Loop: Captivate Network  need enthusiastic sales support 4 VP+Team – facilitate presales + add creativity & gr8 cust skillz. U need BS+2yrs advrtsng support+Pivotal/similar CRM exp. Apply: [email protected] (1/25)

JOB OPENING: ADMIN ASST/BBC WORLDWIDE AMERICA/NYC: Provide admin supprt to 2 Execs.  2+ yrs exp w/in TV, film, cble or dig mdia indstry.  Fluency in Spanish required. (1/25)

JOB OPENING: WRITER/PRODUCER /Atlanta: Write and produce on-air promotional campaigns for TNT. 4-5 yrs brdcst &/or cable exp. Include link to reel. (1/25)

JOB OPENING: SR WRITER/PRODUCER /On-Air Promotions/ATL: 5+yrs exp writing and producing on-air promotional campaigns at the network level. Include link to reel. (1/25)

JOB OPENING: ASSOCIATE PRODUCER/Scholastic/NYC: Freelance position avail to assist in all aspects of developing and producing high-quality console/mobile/interactive games for kids. 1-3yrs interactive exp req’d. Apply: [email protected] (1/25)

JOB OPENING: VIDEO EDITOR/PRODUCER/Omega Institute/Rhinebeck NY: shoot, edit, produce video, b-roll & graphics for web/social platforms; Final Cut Pro 7, Adobe Creative Suite, HTML, Photoshop, CMS. 1-3 min exp. (1/25)

JOB OPENING: MGR CONSUMR INSIGHTS & CORP RESEARCH/BBCWW AMERICAS/NYC: do qualitatve/quantitatve/3rd prty resrch. Primry & secndry resrch skills. SNL Kagan Forrester Nielsen NPower  & socl mdia monitr tools (1/25)

JOB OPENING: RESEARCH ANALYST/NICKELODEON/Chicago: 2+ years in media research; Working knowledge of Nielsen ratings’ systems; Experience using consumer based syndicated studies. Apply: (1/25)

JOB OPENING: MGR NTL PRTNRSHPS/Home Team Sports/CHI: Sell TV driven multi-platform sponsorships (nat’l, local & dig). Dvlp partnerships w/new & existing clients/props. BA/BS pref.5 yr min ad sales exp. FNG0000906 (1/24)

JOB OPENING: ACCOUNT EXECUTIVE/Oakland, NJ: Seeks AE for local ad sales.4+ yrs ad sales exp. pref cable tv, radio, e-media adv. Valid NJ DL. See full posting and apply to req 16187BR (1/24)

JOB OPENING: ACCOUNT EXECUTIVE/Elmsford, NY: Seeks AE for local ad sales.4+ yrs ad sales exp. pref cable tv, radio, e-media adv. Valid NY DL. See full posting and apply to req 14320BR (1/24)

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].

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: ASSISTANT/LA: 8+ mo. Mktg research exp., 4+ yrs Admin. exp., and an MA in Telecom, entry-level position preferred with a network or media agency. References available. [email protected] (1/28)

SITUATION WANTED: EXECUTIVE ASSISTANT POSITION FILM/TV/NY: 10 years experience: Interned for a President, Executive Assistant to SVP/VP/film director/celebrity [email protected]  (1/26)

SITUATION WANTED: AD SALES ASSISTANT/CHICAGO: Interned at Comcast Sports Net in Ad Sales, Works as Sales Assistant at NBCUniversal. Has B.A. from DePaul in PR/Advertising. Resume upon request. Contact [email protected] (1/26)

SITUATION WANTED: I’M ALL YOURS N.Y. Seeking to Assist, Currently an E.A. to Chief of Dept. 5 Yrs. work exp. B.A. Mass Comm. Contact, [email protected] (1/26)

SITUATION WANTED: Jeanne Intile Burns, VOICE-OVER ARTIST/VOICE COACH, Cell: 845-721-9681, E-Mail: [email protected], Web Links:, , (“American Biographies”) (1/25)

E-mail [email protected] or call Trish Pihonak at 203.381.9096 for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email [email protected] for specs.

Cynopsis Media, a division of Access Intelligence
65 Lantern Road
Stratford, CT 06614
Ph: 203.381.9096
Fx: 203.386.8855

Copyright Cynopsis 2012

All outgoing e-mails are scanned and sent out virus free. Copyright Cynopsis 2012

To unsubscribe from just this Cynopsis Sports email, please click here.

Related Stories

Cynopsis 04/18/24: “For All Mankind” gets a spinoff

"For All Mankind" gets a spinoff

A CYNOPSIS MESSAGE FROM NEXSTAR ADVERTISING NEXSTAR ADVERTISING We are the home of the next generation of athletes, entertainers, icons, influencers and thought leaders CW ENTERTAINMENT, CW SPORTS, NEWSNATION, THE HILL, ANTENNA TV, AMERICA’S #1 LOCAL BROADCASTER 100% U.S. linear + digital presence. 200+ Owned or Partner Stations in 117 markets. 220M Americans reached every […]

04/17/24: Cynopsis Jobs

hand shake

DIRECT RESPONSE ACCOUNT EXECUTIVE TV One NEW YORK, NY – HYBRID REMOTE Carry out the entire sales process from initial contact to deal close as well as build and maintain exceptional relationships with advertisers and agencies by communicating TV One Network’s values and brand strength. Full info HERE *** […]

Cynopsis Digital Out of Home 04/17/24: SambaTV and GSTV team to analyze ad effectiveness; Vistar Media expands in Latin America

Wednesday April 17, 2024 SambaTV and GSTV have teamed for a national quick-service restaurant brand and a national CPG brand to analyze the reach and frequency of GSTV campaigns compared to national and local TV schedules. “Our collaboration with GSTV unifies the impact of advertising effectiveness both in and out of the home,” said Samba […]

Cynopsis 04/17/24: Amazon picks up Travis Kelce-hosted game show

Wednesday April 17, 2024 Today’s Premieres Hulu: Under the Bridge; See You in Another Life Netflix: Our Living World; Don’t Hate the Player; The Grimm Variations; The Circle Speedvision: Helping Hands Garage at 8p TVMonde5USA: Sortez-mol de moi at 11:30p IN THE NEWS Rep. Jerry Nadler (D-NY) and Rep. Joaquin Castro (D-TX) want details about […]