Local Media Needs To Capitalize On NFL Turmoil

The NFL expects an increase in blackouts this season because the economy continues to struggle and fans cannot afford a weekly trip to a football game.  Without a sell-out, the NFL refuses to let the game on local television.

There will likely not be professional football to watch on Sunday afternoons next year (or Monday nights or Thursdays for that matter).  NFL team owners and the players association are at odds over a collective bargaining agreement.  Unless some major compromise happens, players will be locked out.

Among other things, the lockout fight centers on money; players want more and the owners don’t want to give it to them.  Look, both team owners and most players make enormous amounts of money.  I really don’t care who gets what share.  Making loads of money is part of the American dream.  I applaud each side for trying to make their dreams come true.

What I care about is that local media and its professional organizations use the turmoil to our advantage.

Many of you may not know that the NFL has really put the squeeze on local media in the past couple of years.  First, the NFL wanted sideline photographers to wear vests with a sponsor logo on it and as threatened that if we refuse to agree with terms, we lose the credentials to cover the game.

The RTDNA and attorneys at Wiley Rein have done their best to fight for stations rights.  They have won some battles, but the advantage tips in favor of the NFL.  I’ve listed some of the provisions we have to agree to in order to cover a game:

• Video of NFL games is limited to six  minutes per newscast on game days
• Video of NFL games is limited to two minutes and only for the follow seven days after a game
• NFL prohibits local stations from sponsoring “Play of the Day” type video clips
• No logos can appear on NFL highlight video (even our station bug!)
• All video obtained by a local photographer is the property of the NFL
• Above video restrictions apply to station material

• On-line archive any video, even that shot by our sideline photographers is prohibited
• Texting or blogging game-in-progress information to our websites is prohibited
• Quarterly updates permitted

So, the NFL maintains it controls the video we obtain within a stadium or NFL practice facility.  And while a fan can Tweet about a play or a score – a journalist cannot on a station’s website.  In fact, just today, The Washington Redskins banned Tweeting and blogging during the team’s practice.  It’s unfair the NFL has that much control, especially since taxpayers have funded building those facilities.

I understand the NFL is trying to protect its interests.  And this is where we must capitalize on the current NFL turmoil.

Local television, newspapers and radio stations are the economic engines that have, in many cases, allowed NFL teams to grow and prosper.  Think about all the video we used to use for everything from daily coverage to the half-hour specials that hyped the community’s team and the team’s franchise players.  Yes, we’ve used the teams, but only an inkling of how much the NFL has used us.

So after the 2010 season’s increasing blackout rates and 2011’s lockout, the league will need to reestablish its good will with fans.  I suspect the local media will be a key part of the NFL’s strategy.  Knowing that, we must recognize the value local television stations and websites can provide teams.  We must communicate that value to the league and leverage it into long-term agreements for better access, reduced restrictions and money making opportunities of our own.