NEW YORK -- The NHL and its broadcast partners are taking
another shot at drawing viewers, retooling the TV lineup for next
season so fans know when to find hockey.
The new schedule, released Wednesday, includes one major change
and some minor ones designed to boost ratings that sagged 5 percent
on ESPN, 14 percent on ESPN2 and 15 percent on ABC during the
regular season when compared with 1999-00.
The biggest adjustment: Taking its lead from the Canadian
Broadcasting Corp.'s 50-year institution "Hockey Night in
Canada," ESPN will televise 25 of its 27 games on Wednesdays in
prime time, rather than scattering them around the week.
"We share the same goal -- to grow the exposure and grow the
ratings for our games," said Jon Litner, NHL chief operating
officer.
"What this schedule reflects is, for the first time, there will
consistently be a national hockey night for this coming season. In
the past, ESPN was not able to establish a consistent night due to
programming conflicts."
Next season will be the third under the NHL's five-year, $600
million TV rights package with ABC and ESPN.
Those networks already have tried to increase viewership for a
sport that has long trailed far behind the NFL, NBA and major
league baseball in the TV ratings race.
The networks did their best to put Mario Lemieux on the air as
often as possible after he ended his retirement during last season,
ABC stuck a comedian in the booth at the All-Star game, and the
schedules have been juggled.
In a bid to draw more fans, ESPN has also tried "NHL Rules"
programming, using replays, telestrators and ESPN.com interaction
to teach viewers about rules and strategy.
Still, the five Stanley Cup final games on ABC between champion
Colorado and New Jersey averaged a 3.3 national rating, 11 percent
lower than in 2000.
"With the fragmented TV universe we're living in and with the
multitude of choice out there, it's more critical than ever to
create more appointment viewing and consistency in your schedule as
possible," Litner said.
As in the 2000-01 season, ABC's five regular-season telecasts
will all be on Saturdays (two seasons ago, games were split between
Saturdays and Sundays). But some starting times will be earlier.
And in an attempt to try to take advantage of NHL players
participating in February's Salt Lake City Olympics, ABC will air
two games in January and three in March. Last season, all of ABC's
NHL broadcasts came after February's All-Star game.
Last season, ESPN showed NHL games on Wednesdays, Fridays and
Sundays.
"One of the keys to enhance the sport's exposure is to
establish a consistent day and time that fans can sample the league
from October through March," ESPN Senior VP Mark Quenzel said.
"The Wednesday schedule will provide our audience with a new
opportunity for season-long appointment viewing."
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