During a week in which the NFL is dealing with the immense fallout from the Ray Rice videos, the league will kick off its new CBS prime time package Thursday night at Baltimore.
That means the Rice saga will dominate the coverage of the Ravens-Steelers game on CBS. Whether it will affect the ratings seems to be an inappropriate question, given the circumstances. It is highly likely both the NFL and CBS would have preferred the Ravens were playing in a regionally televised Sunday game this week.
Instead, the Ravens and the controversy will be squarely in the national spotlight.
“We’re obviously going to address it,” CBS Sports Chairman Sean McManus said. “I’m sure our guys will have strong thoughts as they always do on all these topics. Basically, we say to them, ‘We’re going to give you enough time to express your opinion.'”
Ironically, the new Thursday night package is one of the reasons why the owners are so loyal to Commissioner Roger Goodell. He continues to find new ways to make them money.
Last winter, CBS signed a one-year deal to air Thursday night games in weeks 2 through 8, plus a Saturday game on week 16; the telecasts also will be simulcast on NFL Network. In addition to making the huge investment estimated in the $300 million neighborhood, the network committed its No. 1 team of Jim Nantz and Phil Simms not only for the CBS games, but they also will call the remainder of the package when it finishes exclusively on NFL Network.
McManus also said only the network’s coverage of a Super Bowl will have more cameras and technical gizmos than what’s planned for the Thursday night games.
“We’re going to do a lot of things to make this look and feel different on Thursday nights,” McManus said.
Indeed, there isn’t a hotter property on TV than the NFL, even with the Rice controversy. When the league made Thursday night games available, CBS jumped at the opportunity. Because the deal only is for one year, this is basically an audition for the network, which wants a long-term package.
“Our job is to prove to the NFL they made the right choice,” McManus said.
Thursday nights had been exclusively on the NFL Network since 2006. The league wanted to step up the level of the telecasts, not to mention create another revenue stream. When the NFL shopped the package to the networks, McManus said the NFL made it clear they wanted the “A” team for all the games.
Ultimately, it is about games, good games. Previously, Thursday night games have been knocked for shoddy play and a decided lack of energy. The short week definitely is a factor.
Nantz, though, thinks the Thursday night package will be better this year because the matchups are better. The schedule is filled mostly with inter-division rivalries; besides the Ravens-Steelers game, there’s Giants-Redskins on Sept. 25; Vikings-Packers on Oct. 2; Jets-Patriots on Oct. 16, to name a few. The Bears host the Cowboys on Dec. 4.
“The games will have a lot more intensity,” Nantz said. “The previous Thursday night schedule did not have that. We have a built-in advantage here.”
Remote patrol: Yes, more Brandon Marshall. The Bears receiver will be featured on “A Football Life” on Sept. 19 on NFL Network. The one-hour film will examine his life and career. … Nantz figures he will have at least 12 weeks when he does double duty with games on Thursdays and Sundays. This Sunday, he will call the Chiefs at Broncos. “I’ve never been in this position before,” he said. “There’s an immense amount of preparation for one game. I’m looking forward to the challenge.” … Expect NBC to dwell heavily on the 49ers playing their first regular-season game at their new Levi’s Stadium during the Bears-49ers game Sunday night. NBC analyst Tony Dungy expects “a high-scoring game.” Obviously, he has seen the Bears defense.
Special contributor Ed Sherman writes about sports media at shermanreport.com. Follow him @Sherman_Report.
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