Commentary

With Universal Sports & NBC Sports, Two Networks Make For One Confusing Situation

 

Too many wannabe sports networks for the average viewer? There might be some confusion -- especially when they seem to belong to the same company.

In an effort to get Universal Sports Network back on many cable systems -- it was taken off the air or put on higher-priced tiers at the beginning of the year -- the network has been using on-air and off-air messages that encourage fans to write their TV providers to get it back in those all-important basic cable programming packages.

But maybe things aren't going so well.

A recent email said,  "Universal Sports Fans! There has been some confusion since the start of 2012 between Universal Sports Network and the new NBC Sports Network. To clarify to our followers out there, these are still 2 separate networks."

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Perhaps the confusion comes partly from the words “NBC” and “Universal.” NBC Universal Sports fully owns the NBC Sports Network but has a minority equity interest in Universal Sports. 

Some of the confusion comes because Jan. 1 was also the date that Versus -- the older Comcast Corp.-owned cable sports network -- changed its name to the NBC Sports Network.

Universal Sports is still a hybrid network of over-the-air, satellite, cable, and telco carriage. Before January 1, it was estimated to be in 60 million homes, including via DirecTV. NBC Sports Network is bigger, with some 75 million homes. But both still are far behind the likes of ESPN, which is now in about 100 million homes.

To be sure, growing network brand confusion can be expected, as media companies continue to provide many new viewing platforms.

For its part, the name change to NBC Sports Network seemed easy and a simple decision. Rather than go with something out-of-left-field, NBC went with something easily digestible to viewers.

But two growing sports networks owned at least in part by the same company? Should NBC rectify the situation in some way? 

Universal Sports is mostly focused on Olympic sports, while NBC Sports Network features a hodgepodge of the NHL, mixed marital arts and cycling.

Some would say a merger might be a logical choice. But if not that, then both networks need to get stronger in their overall brand identities.

In particular, viewers might be really confused over why some sports channels cost them extra money when others come sort of free as part of the overall monthly cable/satellite/telco bills.  What's in a name depends on what's behind it.

 

 

 

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