Satellite, cable battling to win over NFL fans

Satellite, cable lure customers with deals

Jeff Smith, Rocky Mountain News

Published August 20, 2007 at midnight

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Every fall, the country's major satellite- and cable-TV providers clash in a high-stakes game: the fight for football subscribers.

DirecTV, the largest satellite company, leads the field with its exclusive NFL Sunday Ticket, which enables customers to watch up to 14 NFL games every Sunday.

The pricey package, $269 for existing subscribers, appeals primarily to a "hard-core niche audience" of sports fans, gamblers and commercial establishments such as bars and restaurants, said Bruce Leichtman of Leichtman Research Group in Durham, N.H.

DirecTV spokesman Robert Mercer said the company doesn't break down its subscriber numbers, "per our agreement with the NFL." But Leichtman estimated NFL Ticket has slightly less than 2 million subscribers, "about what it has had the last eight years."

But it's a strong niche, and DirecTV's competitors recognize the importance of how football packages can elevate a carrier's brand, he said.

"Sports fans are passionate, and football fans are the most passionate of all sports fans," Leichtman said.

Rivals are trying to put up a stiff defense, if not all-out blitz, with offerings of their own.

Douglas County-based EchoStar Communications this year has New Orleans Saints running back Reggie Bush promoting a $29.99-a-month "total value football package."

The package is touted as including the Dish Network's basic America's Top 100 satellite-TV package, the NFL Network and six months of free high-definition programming. High definition generally runs $20 a month.

Never mind that NFL Network is included as part of that package anyway, that Dish Network has a free six months of high-definition promotion going on anyway, and that NFL Network offers only eight regular-season games compared with NFL Sunday Ticket's 180-plus games.

"This is the second year in a row that they've tried to muddy the waters and say, 'We've got the NFL as well,' " Leichtman said. "They're clearly trying to play off that seasonality, and not give in to DirecTV."

Said EchoStar spokeswoman Francie Bauer: "We take pride in offering customers the programming and technology they want at a great price without requiring them to purchase an expensive sports package."

Comcast is trying to differentiate itself partly by providing exclusive "Broncos Zone" programming for Denver Broncos fans. The programming is included as part of a $4.95-a-month sports entertainment package. Subscribers also must have a digital cable-TV package, which start at $49.99 a month.

Broncos Zone includes extended game highlights, news conferences and player profiles.

At any given time, there are about 100 "segments" of content available, ranging from 10 minutes to an hour each, said Comcast spokeswoman Cindy Parsons.

"Yes, (DirecTV) has the NFL Ticket, but we certainly have other compelling content that's interesting to local viewers," Parsons said.

And by running much of the exclusive content on Comcast's on-demand channel, subscribers can watch or replay it when they want.

Then there's Qwest, the local telephone company. It resells the DirecTV NFL Sunday Ticket, promoting it with its bundles.

It's obvious Qwest thinks football programming is important: It has a "football promotion" icon at the top of its Web site.

When potential subscribers click open the page, they are suddenly in an animated football stadium, hearing the roar and applause of a crowd. And, of course, getting a rundown on the special offers.

Qwest offers a $100-a-month video, voice and Internet "bundle," in which the NFL Ticket can be tacked on for an additional $20 a month.

Qwest launched the "Qwest Football Bundle" last year, and former CEO Dick Notebaert has previously indicated the telco sees more sales traction from its DirecTV partnership this time of year.

The packages

Here's how some of the packages stack up:

DirecTV

• NFL Sunday Ticket. Up to 14 games every Sunday. Includes the 24-hour-a-day NFL Network. Price: $269 for existing subscribers, or five monthly payments of $53.80 each.

• A special NFL Ticket promotion for new residential subscribers includes DirecTV's 250-channel premium service at a total cost of $279, or four payments of $69.99. After four months, the premium satellite-TV service costs $99 a month.

• For an additional $99, NFL Ticket "SuperFan" provides extra features such as games in high definition, eight games on one screen, and games edited to 30 minutes.

• DirecTV also offers the "ESPN Game Plan," which features up to 12 out-of-market college football games each week, for $109 for the season ($129 after Sept. 1).

Qwest Communications

• Qwest Football Bundle. Customers get DirecTV's NFL Sunday Ticket for an additional $20 a month when they purchase a $100-a-month telephone, TV and high-speed Internet bundle.

• The Denver telco also resells DirecTV services, such as its $69.99 a month NFL Sunday Ticket/premium satellite-TV special package.

Comcast

• Sports entertainment package for $4.95 a month that includes the NFL Network and the exclusive "Broncos Zone." Must also subscribe to a digital television package, which starts at $49.99 a month. Broncos Zone includes extended Denver Broncos game highlights, coach Mike Shanahan news conferences, player profiles and interviews. Subscribers can access Broncos Zone archives through an on-demand channel, so content can be watched anytime. The digital package also includes the Mountain West Sports Network.

• ESPN Game Plan for $109 for the season ($129 after Sept. 1).

EchoStar Dish Network

• NFL Network. Includes eight regular-season games, 52 preseason games, classic games and other highlights. Price: Starts at $29.99 a month with a basic satellite-TV package. Free high-definition programming for six months ($20 a month thereafter).

• ESPN Game Plan. Features up to 12 out-of-market games each week.

Price: $109 for the season ($129 after Sept. 1).

• Multisport package for $5.99 a month that includes regional sports networks.

Video streaming games

DirecTV this year is offering its NFL Sunday Ticket for the first time via video streaming to desktop or laptop computers.

Windows XP or Vista is required.

In addition, the company will provide highlights from games in progress to a customer's cell phone.

To receive the services, a subscriber must pay an additional $99 to receive the "SuperFan" option.

Consumers previously have been able to watch football games on the Internet and highlights on their cell phones, using various communications carriers.

The DirecTV package offers more evidence that these kinds of services are likely to proliferate, especially as broadband capacity is increased to handle additional traffic.

smithje@RockyMountainNews.com 303-954-5155

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