Monthly Archives: January 2012

January 31, 1979 – Getting Serious with the NCAA in Shawnee Mission

Shawnee Mission, Kansas – No TV Committee this time. Walter Byers was very much in charge of the meeting attended by the NCAA’s Tom Hansen and Dennis Cryder, JB and me. That’s all. We spent virtually the entire day discussing possible scenarios for an arrangement.

Walter was extremely enthusiastic about the possibilities. He and I explored all sorts of subjects including scheduling. production, promotion, advertising, cable systems, subscriber charges and finances.

Late in the discussion I said, “The annual Texas Cable show is next week in San Antonio, Walter. It’s the third largest industry show each year. If we’re going o do something, that would be a great place to announce it. Is that possible?” I asked.

To my utter amazement and absolute delight, Walter hinted, “It might be. We have a lot of work to do, but it’s possible. Can you come back here next week on your way to the show?”

“Absolutely! I’ll even bring some stationary; then, if we agree on something, we can do a press release on the spot. Is Wednesday morning good for you?”

“Yes – we’ll see you then,” Walter concluded.

How about that!!!! It’s only Wednesday, but it’s already been a great week…Budeiser and the NCAA two days apart saying very strong and positive things..Advertising and content becoming a reality. The E. S. P. Network was gaining some very strong legs with each passing week.

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January 29, 1979 – Budweiser – YES! $1,380,000 Largest Cable Ad Buy To Date

New York, New York – Our scheduled meeting with Gene Petrillo at D’Arcy was short and sweet…very sweet! Bob Chamberlain and I had driven to the city early Monday morning and delivered an update on our activities since we had met a week ago.

Gene was impressed – especially with the NCAA progress and then he startled us when he asked, “How does $1,380,000 sound for our 1/8 package?” (Bob had called him after our meeting last week and declined the $500,000 opening offer.)

How does it sound? “Great” we chorused.

Gene emphasized, “We’ve got a lot of work to do, and you have to get your house in order, but I want you to know we’re interested. Furthermore, if you have any interest from any other beer sponsors, please call me. I want that exclusive.”

Talk about a great way to start a week! Better yet – we were now in an even stronger position for our upcoming meeting with Walter Byers at NCAA Headquarters dy after tomorrow.

January 25, 1979 – Huge NCAA TV Committee Meeting!

Kansas City, Missouri – We arrived for our meeting on time at the Kansas City Airport Marriott and about a minute later, we found out who our competition for the NCAA cable contract was. Dennis Cryder informed us that ATC was making a presentation just 30 feet away inside the TV Committee meeting room. That nugget of knowledge really puzzled George Conner, JB Doherty and me, but it did explain why the ATC folks had been so cautious in their meeting with us in Denver last month.

Further, I couldn’t understand the NCAA’s dilemma. Since ATC was an MSO, obviously some other MSOs would find it difficult to do business with them should they be awarded an NCAA contract. However, the big difference was that ATC would only reach its own systems and try to entice competitors to do business with them. We treated all MSOs the same and they were all going to be our customers…even ATC.

We later discovered that they proposed to do 100 live nightly events…about 300 hours of programming a year. Our proposal was for hundreds of events and 8,760 hours a year using ATC and all of the other MSOs to distribute our service.

Clearly, the TV Committee was “comparing apples and oranges” which they quickly grasped as we made our presentation. We also subliminally suggested we had major financing close at hand when I introduced George by his formal title: Financial Manager – Real Estate and Forest Products Division of Getty Oil. Nothing more – nothing less! Best to let individual imaginations reach their own conclusions as to George’s presence.

JB and I reviewed our progress since the last meeting and then, at last, Walter Byers spoke his first words to us. Never moving in his chair, he lowered his head, peered over his glasses and chided, “Seems to me like you’re looking for a hunting license. We give you a contract, and you go out looking for money, advertisers and cable customers.”

JB answered, “Tha’s not quite right, Mr. Byers. However, we must have some sort of indication or committment to satisfy our investors and the cable industry that we mean business.”

Walter challenged, “Suppose we give you a committment, and you go out hunting and don’t come up with the money…how do we know we’ll get paid?”

My turn to answer! “You name the bank and we’ll put 50 percent of the agreed contract price in escrow on July 1.”

The room was silent. JB stared at the floor; George stared at JB and swears he turned chalk-white; the committee members stared t each other, but Walter and I never broke eye contact. “Well, if you can do that , it sounds pretty good to me. We’ll have to think about it.”

No more questions.

Once we reached the hotel lobby, JB recovered his voice and asked, “Why did you say that? We might not even be around by July.”

“What was I supposed to say? Besides, July is a long way off and we’ll have the money by then” (Ever the optimist)!

I actually was a little concerned that I might have given George something bad to report back to Getty, but before we had time to worry about too many things, Tom Hansen came looking for us and asked if we could come to the NCAA office next Wednesday…seems Walter wanted to talk some more without the formality of the TV Committee. We quickly agreed and George and I headed for Los Angeles, JB back to Philadelphia; and we were still alive.

January 24, Today’s Radio Conversation – WZMX – 93.7 – Hartford

Talking ESPN through the years with Nancy and Buck: http://hot937.radio.com/2012/01/24/espn-founder-bill-rasmussen-calls-hot-93-7-morning-crew/

January 24, 1979 – RCA Americom – The Transponder

Piscataway, New Jersey – Our meeting at RCA was a classic example of high-level corporate sparring. George Conner, representing Getty, was trying to find out just how far RCA would go with our transponder lease without a major financial commitment, while Dennis Elliott was poking around trying to discover just how real Getty’s interest in us was.

JB and I merely tried to keep the conversation alive with positive comments about our upcoming meetings with the NCAA and Budweiser, along with the continued positive MSO response.

George, JB and I left Dennis feeling that we still had some time, but that our days were definitely numbered. We needed a big money partner – and soon! With this newly perceived pressure from RCA, we left for the Philadelphia Airport and our flight to Kansas City and tomorrow’s meeting with the NCAA TV Committee.

Fog shrouded the airport and there was some doubt about our ability to find an outbound flight to make that scheduled NCAA meeting at the Kansas City Airport Marriott. Wouldn’t that ne something? On the threshold of a decision and fogged in…in Philadelphia, of all places.

After numerous ticket changes and hours later than scheduled, we finally did head for KC and the highly anticipated meeting.

January 22, 1979 – News from Anheuser Busch

New York, New York – Back to Gene Petrillo’s office! “I’ve talked to my people at the brewery,” he opened, “and we’d like to buy a franchise position for a half-million dollars.”

Bob and I looked at each other. We assumed Gene would come back with a counter offer, but not one-fifth of what we were asking. Bob said, “We’ll have to think about that one. Can we get back to you in a few days?”

“Sure. Let’s talk when you’re ready.”

Bob and I left Gene’s office and by the time we hit the street, we had decided that we would say no to the $500,000 counter proposal. How about that? Our company was all but broke, but we were brash enough to say a half-million dollar offer isn’t good enough.

Even though the offer was low, we now had “action” in several necessary arenas to allow us to launch the concept:

Financing – Getty hadn’t closed us out;

Advertising – Budweiser hadn’t said no;

Content- the NCAA was definitely interested (at least extremely curious);

Technology – we were set to meet with RCA Americom to keep our spot on the “bird” (Satcom1) alive;

and Subscribers – cable system operators were beginning to warm to this innovative, crazy, smart, outlandish, clever, ridiculous (you decide which) concept of sports 24 hours a day / seven days a week,

Busy days ahead!

January 15, 1979 – First meeting with Anheuser Busch (Budweiser) Agency

New York, New York – Rutgers – UConn was behind us, we were scheduled to meet RCA and the NCAA back-to-back on the 24th and 25th and then Bob Chamberlain added a new dimension tp our schedule when he announced he had set up an appointment with Gene Petrillo at D’Arcy, McManus. “Gene is the top agency man for Budweiser and he wants to hear our story.”

So 33 years ago today we told our story again – this time to our very first advertising contact. Think about that for a second! Without any studio, long-term financing, programming or subscribers, and only eight employees, we were about to sit down with the agency for the biggest sports advertiser in the world – Anheuser Busch. Wow!

Gene asked, “Do you have any proposal for me?” We had nothing in writing, but said we would have something for him the next day. Bob did tell him the general terms of our proposal: “We propose to sell 1/8 sponsorships for $2,760,000 which will give you billboards and 30 second spots throughout the day.” We chatted for a few more minutes and Gene said he would call us later in the week. We never did get the proposal in writing to him before he called us back and asked us to meet with him on Monday (January 22).

The scheduled meeting added to the general euphoria building in Plainville. We presumed (correctly, as it turned out) that he wouldn’t have asked us to meet again unless he had some sort of a proposal (he did, but that’s for next week).

January was proving to be a very productive month!!!!