U.S. Figure Skating No Match for ESPN

When the U.S. Figure Skating Association’s contract with ABC television expires after this season, I would hope that its officials would think twice before signing on the dotted line. In fact, it might not be a bad idea to walk away from a deal altogether.

ESPN’s programming targets young males, not the older female audiences that generally tune in to figure skating events. There’s an obvious mismatch in demographics, which may be one of the reasons why TV ratings for skating events have declined. Figure skating simply doesn’t fit in with the male-dominated market niche that ESPN goes after. You get the feeling sometimes that figure skating has became the adopted child that ESPN no longer wants.

If U.S. Figure Skating does renew its deal with ESPN/ABC, I expect that the network will continue to give the sport secondary billing as it has in recent years. That means more tape delayed broadcasts, more events broadcast at off-peak hours, more broadcasts (or rebroadcasts) bumped in favor of other sporting events that appeal to their young male audience. (For example, a rebroadcast of the 2006 World Championships last July got bumped in favor of the replay of the World Cup Soccer final between Italy and France). That kind of programming decisions will hurt the sport even more.

The quality of the broadcasts has also suffered in recent years. Perhaps it’s because the same broadcast team has been in place for so long that the broadcasts often look tired. And the new faces they’ve brought on board, such as Kurt Browning and Terry Gannon, infuse a false enthusiasm for the sport. The broadcasts also have resorted to sensationalism, gimmicks and over-hyped dramas to create more fan interest. The result is programming that looks like a contrived three-ring entertainment circus. The competition gets overlooked.

I’m not convinced that a deal with ESPN will work favorably for the sport. So what should U.S. Figure Skating do? It has several options.

1) Negotiate a short-term deal with ABC/ESPN for no more than three years with the understanding that the major events be carried by ABC. If events cannot be broadcast on ABC, request that ABC Family, not ESPN, be used as a backup channel. ABC Family may be a better fit for skating’s demographic (women and families) than the male-dominated world of ESPN. The shorter-term deal will force both parties to not become so complacent.

2) Be proactive about pursuing other networks. To hear sports writers and experts talk, you would think that ESPN is the ONLY broadcast option for U.S. Figure Skating. That’s narrow thinking in my view. If the sport can be promoted as family sports entertainment, it expands your broadcasting options to networks that aren’t necessarily sports-oriented. Invite other networks to bid. NBC, USA, TNT, TBS are possible alternatives. A change in network will also force a long overdue change in broadcast team.

3) Walk away. Sometimes the best deal is the one you don’t make. If U.S. Figure Skating can’t work out a network deal that works best for the sport, then perhaps the best thing to do is step away from the negotiating table and say, “Thanks, but no thanks.” Walking away without a deal may seem risky to some, but it sends the message that the organization will not settle for a contract that does not meet their needs and interests.

In the absence of any deal, U.S. Figure Skating could expand its IceNetwork.com, which shows regional skating competitions, or form an alliance with the U.S. Olympic Committee, which is looking into launching a 24-hour Olympic sports network. Despite declining TV viewership for the Olympics, figure skating still remains one of the most watched winter sports on TV. If the USOC does launch its own sports network, you can bet figure skating will be one of the sports receiving top billing.

With some smart maneuvering, figure skating can get out of the ESPN doghouse.