NBC Sports chief says edgy programming is key to its success
The Warriors are big for NBC Sports, but regional network chief David Preschlack says edgy programming is key to its success
For seven straight years, NBC Sports Bay Area has reigned as the No. 1-rated cable network — during prime time — in the local TV market. That’s no small feat, considering today’s crowded media landscape. Of course, it helps that the Golden State Warriors and San Francisco Giants have won multiple championships and built massive followings over that run. The Warriors, in fact, averaged 302,000 viewers per game on NBCSBA last season, making them the biggest regional sports network draw in the NBA.
But as the cord-cutting trend continues, cable networks must figure out how to stay ahead of the pack and bolster audiences in an environment where, as NBC Sports Regional Networks chief David Preschlack says, demanding fans “want what they want, when they want it, and on their own terms.”
Preschlack oversees NBC’s nine regional sports networks, including NBCSBA and NBC Sports California. He believes that in order to resonate with viewers, his charges must be willing to “push the envelope” and try new things.
Locally, examples include “Warriors Outsiders,” an offbeat, scaled-down program in which hosts Drew Schiller and Grant Liffmann interact with fans via Facebook. Also, for Oakland A’s telecasts this season, Dallas Braden, a brash and effusive former pitcher, was hired as a “field analyst.” In this newly created position, Braden spends games perched just beyond home plate, from where he can provide ground-level perspectives on the action.
Preschlack recently took time to chat about the challenges his industry faces, the need to interact with fans and the impact sports gambling will have on future coverage. The interview has been edited for length and clarity.
Q You’re in charge of cable networks all over the country. Are there things that make the Bay Area market different in any way?
A The differences lie in that sense of localism (stemming from) the personalities who have grown up in the area and have become institutions. Jon Miller calling Giants baseball, for example, is an absolute institution. … Matt Maiocco has been there for a long time covering the 49ers. Greg Papa has been covering the Raiders and now is moving over to our 49ers pre- and post-game coverage. You have Ray Ratto, a longtime journalist in the market. Dave Feldman grew up in the area. … And with that, people grow up listening to people call games in their own unique way and there’s kind of a tone and voice that goes with that. As for the fans themselves, I can assure you they are no more — or less — passionate than any other fans.
Q What do you see as your biggest challenge?
A Our challenge, which we see as more of an opportunity, is to figure out the best way to serve fans — and how we serve them has changed dramatically in recent years. … We now live in much more of a two-way environment. “Warriors Outsiders” is a pretty good example of how we can create content to serve fans in a way they want to be served. … We launched the (“Outsiders”) brand in Portland, and we’re going to launch it in Philadelphia. That’s a strong endorsement of what was a risk they took in the Bay Area, where people were saying, “Hey, why don’t we try this?”
Q What about the Dallas Braden experiment? Can you see that working somewhere else?
A Based on his dynamic personality, his access and his insights, it has been terrific. It doesn’t hurt, either, that the A’s are a great story in baseball. (Ratings for A’s telecasts are up 46 percent over last year as the team finds itself surprisingly in the driver’s seat for a postseason spot). I’m always open to anything. If we could hire someone who would resonate like Dallas, and if we could figure out how to get that person as close to action, we’ll do it. The idea itself is just a good one.
Q In another interview, you mentioned that your networks can’t be too “television-centric.” Explain that.
A Part of what I mean is that I believe “television” is a relative term inasmuch that people can access our networks on any device and it really is a matter of best available screen. You will absolutely watch a Giants or a Sharks game on your TV if you can. But, if you’re not home — or if someone is hogging the TV — you have other options. So we’re not just a television business anymore.
Also, if we were just focused on television — or our live linear network — it’s limiting. People are now spending more time on digital content than they are watching television. So our biggest focus is to continue to evolve our digital product, especially as it relates to our (web)sites. It is a way to resonate with fans 24/7 regardless of where they are. In my view, getting television right and getting digital right is not a mutually exclusive exercise.
Q You must see the Warriors as a gift sent from heaven. What has their recent success meant to NBCSBA?
A It has been incredible from a TV audience perspective, but also nearly 400,000 unique devices streamed the Warriors last season. … We have a phenomenal partnership with them. They are, by far, the most cooperative NBA team we deal with — especially in terms of access to the players and their willingness to try new things. … And talk (about resonating with fans) — during the playoffs, (NBCSBA personalities) are live on-site. It makes a difference. It gives fans who aren’t at the game an opportunity to feel what it’s like to be there.
Q Peer into your crystal ball. In what ways might we be watching sports in 5-10 years that is different from now?
A I suspect the U.S. Supreme Court’s recent decision to allow states to legalize sports betting will alter the consumption of live sports on multiple platforms. Network executives will explore integrating sports-betting discussions into their broadcasts and launch gambling-related programming. Legalized sports betting will likely roll out more slowly than people expect, but it will have a massive impact on the regional sports network business.