Barely eight months have passed since NBC shut down its cable sports network, NBCSN, and so far, early viewership numbers from USA Network’s expanded sports schedule has NBC Sports Chair Pete Bevacqua convinced that the strategy already has paid off. Bevacqua: “This is just the start. As we continue to work so closely with our colleagues from USA, this is going to be a more powerful formula as we go forward.”
INSIDE THE STRATEGY: The strategy has been used by many broadcast and entertainment cable channels. Sports on entertainment channels has the potential to reach new audiences of casual fans that would never turn to a sports channel. Similarly, those sports fans get to sample entertainment shows that typically would have escaped their notice. “To be able to use the power of USA and its entertainment programming to lead into sports and introduce these sports to a new, broad and diverse audience — now we have the data to show that it has helped,” Bevacqua said.
During a phone interview, Bevacqua cited several examples:
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