SportsDesk Fox's Regional Sports News Model

Cable World, May 1, 2000 by Mike Reynolds

In looking to build its regional news business, Fox Sports Net has drawn from the knowledge base of the expert of this programming genre -- Madison Square Garden Network's SportsDesk.

SportsDesk made its debut on MSGN, which will remain on the regional's schedule even as changes are made on the other channels, Oct. 9, 1988 as an update of local scores immediately preceding and following live game coverage. In 1990, the 11 p.m. edition was expanded to 15 minutes nightly, while a half-hour edition premiered on Sunday nights. One year later, MSGN pushed it up to a 30-minute show on Saturday nights. In 1994, the nightly SportsDesk moved to its current 10:30 p.m. slot and assumed a half-hour format. Currently anchored by Marv Albert, Bill Daughtry and Deb Kaufman, the show is led by coordinating producer Dave Patterson and directors Russ Mollohan and Jackie Lyons.

"Philosophically, SportsDesk is the sports programming equivalent of the local newspaper," said Joseph M. Cohen, EVP of Madison Square Garden. "It's like our audience getting to read the sports sections in The New York Times, Daily News and New York Post at 10:30 the night before. Fox national news is like USA Today. There is real value in our viewers being able to get both perspectives."

Like the local newspaper, SportsDesk's coverage tends to skew toward the home clubs. "Most of the time the lead stories are going to be focused on the local teams' games," explained Cohen. "However, when Ken Griffey gets traded, that is going to carry the day's headlines. When it's appropriate, SportsDesk reports extensively on national stories."

MSGN already taps Fox Sports national news resources, Cohen said. "That relationship is only going to be expanded with the development of the regional newscasts," he said. "We view that as a positive for our network and our viewers." Closer to home, MSG will share field production with FSN New York.

On the Nielsen front, SportsDesk averaged a 0.53 season-to-date rating within the New York DMA from Sept. 13, 1999 through mid-April. Over that span, the show has delivered a better than 1.0 rating 40 times, topped by a 2.23 on Aug. 31 (a 15-minute show following a Yankees/Oakland As game). The highest rated half-hour SportsDesk came May 27, 1999, following a Yanks/Boston Red Sox contest.

"We view SportsDesk as a team franchise just as we do with the Knicks, Rangers, Yankees, Liberty and MetroStars," said Cohen.

SportsDesk also has proven to be a strong franchise for MSGN with advertisers. "Sponsors like to be close to the teams on the networks; we enjoy very good sell-through levels," stated Cohen.

The show also has featured a title a sponsor in recent years, first with National Finance and currently with Chevrolet, which steered into the position during last year's fourth quarter. "We had a right to terminate contract with National Finance. And General Motors was expressing a lot of interest, so the decision became an obvious one," Cohen, who would not disclose the length of the existing deal with Chevrolet.

The play-off success of the Yankees and Knicks in recent years has resulted in an expansive post-game coverage of press conferences, even when games are not carried on MSGN's air. "This has become an integral part of SportsDesk that both our viewers and advertisers like," said Cohen.