Sometimes, more of a good thing may not be great.
As the start of the highly anticipated and financially successful NCAA March Madness men’s basketball tournament approaches in just a few days, top officials from Paramount Global’s CBS Sports and Warner Bros. Discovery’s TNT Sports have expressed reservations about expanding the number of participating teams for future tournaments.
David Berson, president and CEO of CBS Sports, stated on Tuesday that everyone is concentrated on ensuring the tournament won’t suffer any negative consequences, as this is the primary concern.
Nevertheless, he admitted that discussions have taken place between media firms and the NCAA regarding whether such actions would benefit fans, sports, and games. Since 2011, CBS, TNT, TBS, and TruTV have been jointly responsible for the NCAA March Madness tournament. The companies will retain rights to this property until 2032 in a deal worth $8.8 billion, which was agreed upon in 2016.
During a conversation with CBS Sports in February’s end, Dan Gavitt, NCAA’s senior vice president of basketball, warned that while teams were exploring the idea of enlarging the event, “it’s far from certain.” The suggestion to keep the tournaments as they are could very well be an outcome in the near future.
In this current streaming age, sports could be the last remaining content that can draw large, simultaneous audiences, which advertisers and distributors still eagerly seek. With more people transitioning from traditional TV viewing to streaming services, they tend to watch shows at times convenient for them, making it challenging to gather a massive audience — and making the financial aspects of media business management trickier.
However, there’s apprehension about extending the duration of the tournament as it might not yield the desired viewer engagement from executives. Introducing more teams could potentially initiate March Madness ahead of its traditional start date. This adjustment would necessitate changes in broadcasting schedules, production workflows, and on-air sports personnel, along with a commitment from advertisers that they would find value in the earlier stages of the tournament.
Luis Silberwasser, CEO of TNT Sports, stated, ‘If it aligns with the needs of our fans and the tournament, we’re on board.’
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2025-03-11 19:17