The landscape of sports broadcasting rights has undergone a significant transformation in recent years, largely due to developments involving Diamond Sports Group. This shift liberated a previously restricted market, enabling local broadcasters to secure sports rights—a privilege that had been scarce for many years. Over the past few years, numerous agreements have emerged between broadcasters and local professional teams, collegiate leagues, or even broader professional leagues such as the WNBA. The Programming Everywhere Conference session, "(Re) Building a Sports Business on Local Broadcast," offered insights into this evolving market's current state, which holds critical potential for local broadcasting overall.

During the conference, Glen Dickson, contributing editor at TVNewsCheck and moderator of the panel, initiated the discussion by asking where the new world of sports broadcast rights currently stands. Brian Lawlor, president of Scripps Sports, likened the situation to "the second inning" of a baseball game. He highlighted that some initial deals returning to over-the-air broadcasts are merely a few years old. The transition remains in its infancy as many teams, once aligned with regional sports networks (RSNs), assess whether over-the-air platforms suit their needs.

Panelists concurred that the process is still in its early stages. They emphasized the necessity for sports to attract new fans through broad accessibility via mass media and broadcast channels. Teams must also re-adapt to an advertising-based model rather than a distribution-centric approach. Scott Shapiro, executive vice president of corporate development at Sinclair, noted that while audience engagement surpasses monetization efforts, the scenario presents both vast opportunities and considerable risks.

Ratings for these broadcasts have generally been robust. According to Lawlor, sports programming drives some of the highest viewership across all genres. Pat LaPlatney, president and co-CEO of Gray Television, cited an Atlanta Braves game that achieved ratings tenfold higher than previous comparable periods. Shapiro expressed surprise at the younger demographic of broadcast viewers and discussed cross-promotional strategies with local news segments. While opinions on streaming’s future vary among panelists, some view it as complementary to traditional linear broadcasting.

Frank Cicha, executive vice president of programming at Fox Television Stations, appreciated not competing against teams as per the RSN model. Instead, broadcasters now collaborate closely with teams to enhance brand representation. Rick Young, senior vice president and head of global products at LTN, acknowledged uncertainty about the current stage of local sports broadcasting but confirmed LTN's involvement since the start. Live MC services facilitate connections between primary markets and additional ones, emphasizing the value and adaptability of sports content.

This evolving era of local sports broadcasting signifies a pivotal moment for broadcasters and teams alike. As they navigate this transformative phase, collaboration and innovation will be key to unlocking the full potential of this burgeoning market, ensuring a bright future for sports programming on local platforms.