Television deal to reach broader audience in '02
By Marty Smith, Turner Sports Interactive
January 24, 2002
11:06 AM EST (1606 GMT)
CHARLOTTE, N.C. -- There is no disputing that NASCAR's new television package took the sport into more homes than ever in 2001. And NASCAR says their core fan base grew by some 15 million individuals.
But what about the slew of longtime diehard fans who, at times, were unable to access their beloved pastime under the new billion-dollar television deal?
What about those in rural areas who felt alienated by the sanctioning body because they were unable to access FOX's FX network, and therefore were unable to view races they'd seen for years on cable?
Representatives for both NASCAR and FOX's FX network are confident that the issue has been, and will continue to be, remedied.
John Solberg, a spokesman for FX, said Tuesday that since the blockbuster television package was signed in Oct. 2000, FX has increased its viewership from 44 million homes to more than 75 million, with some 20 million of those coming in the past year. He also said that from Nov. 2000 to Nov. 2001, FX was the fastest growing cable network.
That is not to say the battle has been won just yet.
"There's no doubt we still have some hurdles to clear, but the reality is that we're in 75 million houses and that number will increase by the time (of) the first Busch Series race in March," Solberg said. "I feel like the complaints and calls that both NASCAR and FX have received in regard to distribution will diminish."
Still yet, NASCAR vice president of broadcasting Paul Brooks admits that the issue might not be totally resolved just yet.
"There are markets or areas or pockets of the country that won't get FX, but what we do know is that more races are available to more fans than ever before on television," Brooks said.
"That was the case last year, and will be the case to an even greater extent this year. And, for those who don't get it currently, there are avenues such as NASCAR.com RaceCast that allow for that information immediately."
NASCAR senior vice president George Pyne seconded Brooks' sentiments, and was apologetic towards fans unable to view races last season. He also commented that taking stock car racing to the networks was crucial for the continued expansion of the sport, and in the end, better for the fans. It has certainly benefited FX, which has seen its goal -- expanded distribution -- come to fruition.
"In order to gain that 25 million people, we had to put in a less than fully distributed network for year one," Pyne said. "Now the good news is that this year FOX and FX is a fully distributed cable network. So, to gain 25 million we had two or three races that weren't where everyone would have liked them to be.
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NASCAR senior vice president George Pyne
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"The reality is that they will be there for the remainder (of the deal). We apologize for that, but it's in everybody's best interest, including the fans', to be on network television."
The success NASCAR and the networks achieved in this venture is staggering. NASCAR said it is now second only to the NFL in ratings. Both the Winston Cup Series and Busch Series posted record numbers.
"From a production standpoint, FOX executives felt like NASCAR was one of the toughest things they've ever done, and they've done football, baseball and hockey," FOX spokesman Lou D'Ermilio said. "But, they couldn't be happier with the end product. From a viewership standpoint, we saw a 29 percent growth in NASCAR. You just don't see that. We don't anticipate that sort of growth again."
NBC personality Alan Bestwick said that the main thing the networks offer is more prominent exposure in major cities.
"Without question, NASCAR was the sale of the year for both FOX and NBC," Bestwick said.
Still yet, NASCAR has high hopes of rekindling the love affair between itself and those left feeling alienated last season.
"I think there was certain awareness there, and we knew one of our major challenges going into last year was FX and its distribution," Brooks said. "There's always a concern when every fan can't watch every race.
"Where we really hurt, and where it was personally challenging and you don't know quite how to solve it, is the fan that might have had a race last year with another network, but because they weren't on the FX system they couldn't get it. That's where the pressure was the greatest. Now, all of that is coming around, and I don't think it'll be at the same level as it was last year."
Solberg agrees, saying that FX is hard at work to add any remaining homes not currently on the FX network.
"We're working diligently to get those remaining homes," Solberg said.
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