SEC Network goes live today at 6p, bolstering an extremely healthy lineup of distributors and content that will include more than 1,000 events in its first year on the channel and its digital platform. The network will open with its flagship news show SEC Now live from all 14 SEC campuses, via a three-hour special celebrating the conference. An opening essay about the tradition of the conference will see Peyton, Eli and Archie Manning, Shaquille O’Neal, Dara Torres and Joe Namath among the 31 voices participating.
Cynopsis Sports asked Justin Connolly, ESPN Senior Vice President for College Networks, about the buildup and the plan ahead in a special Q&A.
On the mood behind the scenes: Nervous excitement. We are very proud of the preparation and effort in advance of launch and support from fans and distributors. Certainly some nerve to ensure the launch goes smoothly and the content lives up to fan expectation and the quality bar set by other ESPN networks.
On programming: We’ll lead with live events – we’ll air over 1,000 events across platforms in year one. We’ll surround those events with high quality talent and analysis to enhance the fan’s experience. We’ll also focus on storytelling and access across all of the universities. We’ve expanded our long form features brand, SEC Storied to help populate the network with great content. The key in expanding our show and content development effort is to continue building trust and communication with the universities so they can help us identify different ways to tell the stories and also provide us access that we can shape into content elements for SEC fans to ensure they are getting something special when they tune-in to SEC Network.
On pitching to sponsors: Sponsors have the opportunity to attach themselves to two of the most powerful brands in college sports – SEC and ESPN. We will elevate their brands as part of our signature shows with positions they can own in sponsored elements that help fit their goals. SEC Nation, our traveling weekly pre-game show in football, is just one example where our corporate sponsors will be fully integrated into the show segments each week as we tour the SEC. The show will be embedded in the pre-game rituals across the SEC and it has a star-studded cast – including Joe Tessitore, Tim Tebow, Marcus Spears, Paul Finebaum and Kaylee Hartung – who can bring an authentic and knowledgeable perspective about the SEC to fans across the country.
On building the brand: It is always a challenge to build a brand, destination and voice that will resonate with fans from day one. Our approach has been to build a brand identity that celebrates and connects with core fans of the SEC and its schools. Our pre-launch brand campaign helped create awareness as it invites fans to “Take It All In” on the new SEC Network. Likewise, on the content and presentation, we are looking to create a look that is distinct to this network and develop stories and features that will connect with SEC fans across the country. Another key is to ensure that the brand and ultimately the content live across all platforms and access and availability is as easy as possible. As the network launches and evolves, there will certainly be challenges in each of these areas and a constant process of improving. Provided we continue to focus on the fan, creating great content for that fan and ensuring that availability of SEC Network content is easy and intuitive, then we will distinguish ourselves in an otherwise crowded space.
