The Baseball Network

For the cable and satellite channel that launched in 2009, see MLB Network.
The Baseball Network
Also known as Baseball Night in America
Genre Baseball telecast
Starring Various
Theme music composer Scott Schreer
Country of origin  United States
No. of seasons 2
Production company(s) Major League Baseball
ABC Sports
NBC Sports
Broadcast
Original channel NBC
ABC
Original run July 12, 1994 – October 28, 1995
Chronology
Preceded by Major League Baseball on CBS
Followed by Major League Baseball on Fox

The Baseball Network was a short-lived television broadcasting joint venture between ABC, NBC, and Major League Baseball. Under the arrangement, beginning in the 1994 season, the league produced its own in-house telecasts of games, which were then brokered to air on ABC and NBC. The package included coverage of games in primetime on selected nights, along with coverage of the postseason and the World Series.

Unlike previous broadcasting arrangements with the league, there was also no national "game of the week" during the regular season, replaced by multiple regional telecasts per night. Additionally, the arrangement had exclusivity — no other television outlet could televise an MLB game on the same night that The Baseball Network was televising a game.

The arrangement did not last long; due to the effects of a players' strike on the remainder of the 1994 season, and poor reception from fans and critics over the coverage was implemented, The Baseball Network would be disbanded after the 1995 season. While NBC would maintain rights to certain games, the growing Fox network became the league's new national broadcast partner beginning in 1996.

Contents

Background

After the fall-out from CBS' financial problems from their exclusive, four year long television contract with Major League Baseball (a contract that cost the network $500 million[1]), Major League Baseball decided to go into the business of producing the telecasts themselves. In reaction to the failed trial with CBS, Major League Baseball was desperately grasping for every available dollar.

After a four year hiatus, ABC and NBC (who last aired Thursday Night Baseball games and the Saturday afternoon Game of the Week[2] respectively) returned to Major League Baseball under the umbrella of a revenue sharing venture called The Baseball Network.[3] Under a six year plan, Major League Baseball was intended to receive 85% of the first $140 million in advertising[4] revenue (or 87.5% of advertising revenues and corporate sponsorship from the games until sales top a specified level), 50% of the next $30 million, and 80% of any additional money. Prior to this, Major League Baseball was projected to take a projected 55% cut in rights fees and receive a typical rights fee from the networks. When compared to the previous TV deal with CBS, The Baseball Network was supposed to bring in 50% less of the broadcasting revenue. The advertisers were reportedly excited about the arrangement with The Baseball Network because the new package included several changes intended to boost ratings, especially among younger viewers.

Arranging broadcasts through The Baseball Network seemed, on the surface, to benefit NBC and ABC since it gave them a monopoly on broadcasting Major League Baseball games. The deal was similar to a time-buy, instead of a traditional rights fee[5] situation. It also stood to benefit the networks because they reduced the risk associated with purchasing the broadcast rights outright (in stark contrast to CBS' disastrous contract with Major League Baseball from the 1990-1993 seasons). NBC and ABC were to create a loss-free environment for each other and keep an emerging Fox, who had recently made an aggressive and ultimately successful $1.58 billion bid for the television rights for National Football Conference games (thus, becoming a large player in the sports broadcasting game in the process), at bay. As a result of Fox's NFL gain, CBS was weakened further by affiliate changes, as a number of stations jumped to Fox from CBS. For example, in Detroit, WWJ-TV replaced WJBK.

Key figures involved in the creation and production for The Baseball Network:

Coverage

The Baseball Network kicked off its coverage on July 12, 1994 with the All-Star Game out of Pittsburgh's Three Rivers Stadium. The game was televised on NBC[7] with Bob Costas, Joe Morgan, and Bob Uecker calling the action and Greg Gumbel hosting the pre-game show. Helping with interviews were Hannah Storm and Johnny Bench. The 1994 All-Star Game reportedly sold out all its advertising slots. This was considered an impressive financial accomplishment, given that one thirty-second spot cost $300,000.

Theme music and graphics

The slogan for The Baseball Network was "Welcome to the Show." Meanwhile, the rather fast-paced, bombastic, and/or fanfare sounding theme music for The Baseball Network's telecasts was composed by Scott Schreer of the New York recording studio company NJJ Music (who would also composed the themes used for the Fox Network's sports coverage, which would later include Major League Baseball as previously alluded to). As an MLB production (as opposed to strictly being an ABC Sports or NBC Sports production respectively), network branding on the telecasts was minimal, except for the placement of the network logo on microphone flags alongside that of The Baseball Network.

The primary colors for the graphics department on Baseball Network telecasts were #1 blue, #2 white, and #3 red. ABC and NBC shared the same on-air graphics and even the microphone "flags" had the Baseball Network's logo on it with the respective network logo. The official Baseball Network logo was a black television set slightly titled upwards to the right. In the blue screen of the television set contained in bold white, the words The Baseball Network.

Baseball Night in America

After the All-Star Game was complete, ABC (with a reunited Al Michaels,[8] Tim McCarver, and Jim Palmer along with CBS baseball alumnus Lesley Visser as the primary broadcasting crew[9]) was scheduled to televise six regular season games on Saturdays[10] or Mondays in prime time. On the subject of play-by-play man Al Michaels returning to baseball for the first time since the infamous, earthquake interrupted the 1989 World Series, Jim Palmer said, "Here Al is, having done five games since 1989, and steps right in. It's hard to comprehend how one guy could so amaze." NBC would then pick up where ABC left off by televising six more regular season Friday night[11][12] games.

The networks had exclusive rights for the twelve regular season dates, in that no regional or national cable service (e.g. ESPN or superstation's like Chicago's WGN or Atlanta's WTBS) or over-the-air[13] broadcaster was allowed[14] to telecast a Major League Baseball game on those dates. Baseball Night in America (which premiered on July 16, 1994) usually aired up to fourteen games[15] based on the viewers' region (affiliates chose games of local interest to carry) as opposed to a traditional coast-to-coast format. Normally, announcers who represented each of the teams playing in the respective games were paired with each other.

Every Baseball Night in America game was scheduled to begin at 8:00 p.m. Eastern Time (or 8:00 p.m. Pacific Time if the game occurred on the West Coast[16]). A single starting time gave the networks the opportunity to broadcast one game and then, simultaneously, cut to another game when there was a break in action.

Games involving the Toronto Blue Jays and Montreal Expos, were not always included in the Baseball Night in America package. Canadian rights holders were allowed to broadcast the games. When TSN (who owned the cable rights to the Blue Jays and Expos) covered the game in Canada, they re-broadcast the BNA feed across their network. Typically, if the Blue Jays were idle for the day, the Expos would be featured on TSN. Also, CBET (the CBC affiliate in Windsor, Ontario) would air Blue Jays games if the Detroit Tigers weren't at home that night or if the Blue Jays scheduled to play in Detroit. Whether or not the game would air in the opposing team's market would depend on which time zone they were from, or if they shared a market with another team.

1994 schedule

Date Teams Play-by-play Color commentators
July 16[17][18][19] Baltimore @ California[20][21] Ken Wilson Bert Blyleven
Cleveland @ Chicago White Sox Ken Harrelson Lary Sorensen
Detroit @ Kansas City Tom Hammond Tommy Hutton
Milwaukee @ Minnesota George Grande George Frazier
Boston @ Oakland Dick Stockton Jerry Remy
New York Yankees @ Seattle[22] Al Michaels Jim Palmer and Tim McCarver
Toronto @ Texas Steve Busby Buck Martinez
San Francisco @ Montreal Claude Raymond Camille Dube
San Diego @ New York Mets Gary Thorne Bob Murphy
Los Angeles @ Philadelphia Chris Wheeler Jim Kaat
Houston[23] @ Pittsburgh Lanny Frattare Larry Dierker
Florida @ Atlanta[24][25] Pete Van Wieren[26] Steve Zabriskie
Chicago Cubs @ Cincinnati[27] Marty Brennaman Thom Brennaman
St. Louis @ Colorado Joe Buck Dave Campbell
July 18 Texas @ Cleveland Tom Hamilton Steve Busby
Kansas City @ Milwaukee Tom Hammond George Frazier
Minnesota @ Toronto Jim Hughson Buck Martinez
Boston @ California Al Michaels Jim Palmer[28] and Tim McCarver
Detroit @ Chicago White Sox Ken Harrelson[29] Lary Sorensen
New York Yankees @ Oakland[30] Dick Stockton Dewayne Staats
Baltimore @ Seattle Jon Miller Ron Fairly
San Diego @ Montreal Dave Van Horne Jerry Coleman
Los Angeles @ New York Mets Gary Thorne Jim Kaat
San Francisco @ Philadelphia Ted Robinson Garry Maddox
Atlanta @ Pittsburgh[31] Pete Van Wieren Steve Blass
Florida @ Cincinnati Paul Kennedy Johnny Bench
Chicago Cubs @ Colorado Steve Physioc Dave Campbell
St. Louis @ Houston Joe Buck Larry Dierker
July 25[32] Chicago White Sox[33] @ Kansas City Ken Harrelson Steve Palermo
Minnesota @ Texas Steve Busby George Frazier
Philadelphia @ Florida Chris Wheeler[34] Mike Schmidt
Chicago Cubs @ Pittsburgh[35] Steve Physioc Steve Blass
New York Mets @ St. Louis Gary Thorne Al Hrabosky
Montreal @ Atlanta Pete Van Wieren Ken Singleton
Houston @ Cincinnati Brent Musburger Larry Dierker
Colorado @ San Diego Jerry Coleman Dave Campbell[36]
Los Angeles[37] @ San Francisco Al Michaels Jim Palmer and Tim McCarver
August 6 Cleveland @ Boston Tom Hamilton Bob Montgomery
Baltimore @ Milwaukee Steve Zabriskie[38] Mike Flanagan
Detroit @ Toronto Bob Carpenter Rick Cerone
Chicago White Sox @ California Ken Harrelson Bert Blyleven
Seattle @ Kansas City Dave Niehaus Billy Sample
New York Yankees @ Minnesota Al Michaels Jim Palmer[39] and Tim McCarver
Texas @ Oakland[40] Dick Stockton Steve Busby
San Diego @ Chicago Cubs[41] Steve Physioc Lary Sorensen
Florida @ New York Mets Gary Thorne Bob Murphy
Montreal @ Philadelphia Dave Van Horne Garry Maddox
St. Louis @ Pittsburgh Joe Buck[42] Steve Blass
Atlanta @ Cincinnati Brent Musburger Buck Martinez
San Francisco @ Houston Ted Robinson Larry Dierker

Postseason coverage

In even numbered years, NBC would have the rights to the All-Star Game and both League Championship Series while ABC would have the World Series and newly created Division Series.[43] In odd numbered years the postseason and All-Star Game television rights were supposed to alternate. The networks also promised not to begin any World Series weekend broadcasts after 7:20 p.m. Eastern Standard Time. When CBS held the television rights, postseason games routinely aired on the East Coast at 8:30 p.m. at the earliest. This meant that Joe Carter's dramatic World Series clinching home run in 1993 occurred after midnight in the East. As CBS' baseball coverage progressed, they dropped the 8:00 p.m. pregame coverage (in favor of sitcoms such as Evening Shade) before finally starting their coverage at 8:30 p.m. Eastern Time. The first pitch would generally arrive at approximately 8:45 p.m.

ABC won the rights to the first dibs at the World Series in August 1993 after ABC Sports president Dennis Swanson won a coin toss[44] by calling "heads." Ken Schanzer, who was the CEO of The Baseball Network, handled the coin toss. Schanzer agreed to the coin toss by ABC and NBC at the outset as the means of determining the order in which they'd divvy up the playoffs.

What separated The Baseball Network from previous television deals with Major League Baseball, and was by far the most controversial part of the deal, was that not all postseason games (aside from the World Series) were guaranteed to be shown nationally. To increase viewership by preventing games from being played in the afternoon (the league was the only professional sports league in the country to play postseason games during the afternoon), the National League and American League's division and championship series games were instead played simultaneously in primetime, and affiliates could only air one game each night.[45].[46] (Some playoff games were shown in 1995 only because other series had already concluded.[47]) As with the regular season games, which game was shown depended on the market of the station. Despite the frustration of not being able to see both League Championship Series on a national level, the 1995 LCS averaged a 13.1 rating.

Besides the 1994 All-Star Game and Game 6 of the 1995 World Series, arguably, the most famous Baseball Network broadcast was Game 5 of the 1995 American League Division Series between the New York Yankees and the Seattle Mariners, broadcast on ABC. It ended with the Mariners winning in 11 innings (via Edgar Martinez's game winning double), to clinch their first ever trip to the American League Championship Series.

See also: 1995 American League Championship Series and 1995 National League Championship Series

Criticisms

A major problem with Baseball Night in America was the idea that viewers couldn't watch "important" games. Marty Noble put it in perspective by saying "With the Network determining when games will begin and which games are made available to which TV markets, Major League Baseball can conduct parts of its pennant races in relative secrecy."

What added to the troubles of The Baseball Network was the fact that Baseball Night in America held exclusivity over every market. This most severely impacted markets with two teams, specifically New York[48] (Mets and Yankees), the Greater Los Angeles Area (Dodgers and Angels), Chicago[49] (Cubs and White Sox), the San Francisco Bay Area (Giants and A's), and even Texas[50] (Astros and Rangers). For example, if Baseball Night in America showed a Yankees game, this meant that nobody in New York could see that night's Mets game and vice versa.

See also: List of NBC television affiliates (by U.S. state) and List of ABC television affiliates (by U.S. state)

Things got so bad for The Baseball Network that even local broadcasters objected to its operations. KSMO-TV in Kansas City, the primary over-the-air station for the Kansas City Royals, went as far as to sue the Royals for breach of contract resulting from their broadcasts being "overexposed" and violating its territorial exclusivity.

Worse yet, even if a market had only one team, the ABC or NBC affiliate could still not broadcast that team's game if the start time was not appropriate for the time zone. For example, if the Detroit Tigers (the only team in their market) played a road game in Seattle, Oakland[51] or Anaheim beginning at 8:00 p.m. PT (a late game), Detroit's Baseball Network affiliate couldn't air the game because the start time was too late for the Detroit area (11:00 p.m. ET[52]). Detroit viewers only had the option of viewing the early game of the night.

Sports Illustrated's Tom Verducci for one, was very harsh on The Baseball Network, dubbing it both "America's regional pastime" and an "abomination." ABC Sports president Dennis Swanson, in announcing the dissolution of The Baseball Network, said "The fact of the matter is, Major League Baseball seems incapable at this point in time, of living with any long term relationships, whether it's with fans, with players, with the political community in Washington, with the advertising community here in Manhattan, or with its TV partners."[53]

Five years after The Baseball Network dissolved, NBC Sports play-by-play man Bob Costas wrote in his book Fair Ball: A Fan's Case for Baseball that The Baseball Network was "stupid and an abomination." Costas wrote that the agreement involving the World Series being the only instance of The Baseball Network broadcasting a nationally was an unprecedented surrender of prestige, as well as a slap to all serious fans. Unlike the NHL and the NBA, the so-called Big Two of North American professional sports leagues: the NFL and Major League Baseball had nationally televised all playoff games for decades. Costas believed that The Baseball Network fundamentally corrupted the game and acknowledged that the most impassioned fans in baseball were now prevented from watching many of the playoff games that they wanted to see. Costas added that both the divisional series and the League Championship Series now merited scarcely higher priority than regional coverage provided for a Big Ten football game between Wisconsin and Michigan.

According to Curt Smith's book, The Voice - Mel Allen's Untold Story, the longtime New York Yankees broadcaster and This Week in Baseball host was quoted as saying "You wonder how anything would be worse [than CBS]. What kind of show cancels a twenty-six-week-season's first fourteen weeks?" (in response to TBN's tagline, "Welcome to the Show")

During the 1995 Division Series the fan frustration with The Baseball Network was so bad that the mere mention of it during the Mariners-Yankees ALDS from public address announcer Tom Hutyler at Seattle's Kingdome brought boos from most of the crowd.

Downfall and demise

The long term plans for The Baseball Network began to crumble after players and owners went on strike on August 12, 1994.[54] In addition to the cancellation of that year's World Series, ABC was denied its remaining Baseball Night in America telecasts and NBC was shut out of their's altogether. Both networks elected to dissolve the partnership with Major League Baseball on June 22, 1995.[55][56] Both networks figured that as the delayed 1995 baseball season opened without a labor agreement, there was no guarantee against another strike. To salvage the remains of the partnership, ABC and NBC elected to share coverage of the World Series. ABC, by virtue of their win of the 1994 coin toss,[57] covered the odd numbered games and NBC the even numbered games; the decisive game of the 1995 World Series, thus, was aired on NBC.

Others would argue that a primary reason for its failure was its abandoning of localized markets in favor of more lucrative and stable advertising contracts afforded by turning to a national model of broadcasting, similar to the National Football League's television package, which focuses on localized games, with one or two "national" games.

Aftermath

Both networks (but not corporations) soon publicly vowed to cut all ties with Major League Baseball for the remainder of the 20th century, and Fox signed on to be the exclusive network carrier of Major League Baseball regular season games in 1996.[58] However, NBC kept a postseason-only (with the exception of even numbered years when NBC had the rights to the All-Star Game) deal in the end, signing a deal to carry three Division Series games, one half of the League Championship Series (the ALCS in even numbered years and the NLCS in odd numbered years; Fox would televise the other LCS in said years), and the 1997 and 1999 World Series respectively (Fox had exclusive rights to the 1996, 1998 and 2000 World Series).

With ABC being sold to the Walt Disney Company in 1996, ESPN would pick up Division Series day and late-night games with a provision similar to ESPN's National Football League games, where the games would air on network affiliates in the local markets of the two teams only. ESPN's Major League Baseball contract was not affected then but would take a hit in 1998 with the new National Football League contract.

In the end, the venture would lose $95 million in advertising and nearly $500 million in national and local spending.

Announcers

Announcers who represented each of the teams playing in the respective games were typically paired with each other during games[59] on regular season Baseball Night in America telecasts. Also as previously mentioned, ABC used Al Michaels, Jim Palmer, Tim McCarver, and Lesley Visser as the lead broadcasting team (Brent Musburger, CBS alumnus Jim Kaat, and Jack Arute became the number two team for ABC). Meanwhile, NBC used Bob Costas, Joe Morgan, Bob Uecker and Jim Gray as their lead broadcasting team. John Saunders[60][61] was the studio host for ABC's Baseball Night in America coverage. Hannah Storm hosted NBC's studio show for the lone season the network was able to participate in The Baseball Network; Greg Gumbel[62] was NBC's studio host for its coverage of the 1994 All-Star Game (as previously mentioned). In 1995, Gumbel became the number two play-by-play announcer for NBC (working with Joe Morgan on the National League Championship Series) behind Bob Costas.

Main article: The Baseball Network announcers

Ratings

All-Star Game

Year Rating Share Households
1994 15.7 28 14,790,000
1995 13.9 25 13,260,000

1995 World Series

Rating Share
19.5 33
For more details on this topic, see World Series television ratings.

See also

References

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External links

Preceded by
CBS		 Major League Baseball network broadcast partner
1994 – 1995		 Succeeded by
Fox & NBC