Around the Net

MLB Network Launch Is Biggest In Cable History

Major League Baseball seems downright brazen as it launches its cable network in more than 50 million homes Jan. 1--the biggest debut in the history of cable. The net's flagship show, "MLB Tonight," will air every evening except Sunday during the regular season, running until a half hour after the night's final game is over. Every Thursday night, the net will also broadcast a game and game-related events.

The MLB Network's toughest competition could be local baseball broadcasts and coverage. To that end, the MLB plans to focus on big-picture coverage, including nightly in-game look-ins, live games and World Baseball Classic games.

For advertisers, the net will offer 1,400 hours of studio programming in 2009 with potential for marketing partnerships. Plus, the network can cushion any economy-related blows by tapping the league's wealth of existing relationships with marketers.

advertisement

advertisement

Read the whole story at Advertising Age »

Next story loading loading..