Canadian broadcasters could lose out big time with NHL lockout

Canadian broadcasters stand to lose out majorly should the NHL go through its second lockout in a decade.

With eth 2012-13 broadcast schedule having been announced this week, it’s worth looking at what Canadian broadcasters stand to lose if there is no hockey season.

“It would be a substantial loss from a Canadian standpoint because it’s (big game) viewing,” said Vijay Setlur, a sport marketing lecturer at the Schulich School of Business at York University. “The networks are able to drive their revenue from advertising with the idea that fans gather round to watch big games.

“Live sports is the be-all and end-all for the networks. Advertisers pay a premium to market their products to that audience. Without live sports content, advertising revenue will dry up. The networks will take a substantial hit.”

CBC has said they have plans in place in case a lockout is formally announced.

“CBC has contingency plans in place and, like everyone else, we’re hoping the season starts on time,” Chuck Thompson, the head of media relations for CBC English Services, said in an email.

CBC has remained coy as to exactly what their contingency plan entails but if the past is anything to go by, we may be seeing plenty of movies and poker coverage.

During the 2004-05 lockout, CBC filled its Hockey Night In Canada slot with films and poker coverage took up a lot of room on the sports networks.

“It could be an opportunity for another sport that would otherwise be relegated to a secondary channel to get prime viewing,” said Setlur. “It may not be doom and gloom from the point of view of quality programming.

“The lost content is something that’s important. Not just the games, but the ramifications of losing those games, the lost opportunity to populate their platforms — mobile phones, tablets. They’ll lose that revenue opportunity. And then there’s concessions, parking, those are other revenues they’ll lose.”

Here’s hoping we get hockey.

Source: thestar

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