I’ve figured Saturday night, so abandoned by the broadcast networks, was an ideal sports night for some time. Way back in 2005, I believe it was, I wondered why a college football game between Virginia Tech and Miami (FL) with massive BCS implications was airing on ESPN. It made so much sense for ABC to air college football in primetime, and this was a perfect example of a game that would easily have aired there under the circumstances. In other words, I had the idea for “Saturday Night Football” before ESPN did. (If I’d only known how ESPN would treat ABC in subsequent years…)
When “Saturday Night Football” was announced, I wondered if other sports would colonize Saturday primetime, perhaps even to the point of it becoming as sports-saturated as weekend afternoons. It happened in bits and pieces here and there, but I have to admit I didn’t initially have much of a reaction to Fox revealing they would be giving virtually their entire Saturday slate to sports. I guess I just figured it was inevitable at some point.
The surprise is that it is Fox taking this step. Up until recently, Fox seemed to be the network that still cared about Saturday the most; while ABC and NBC aired movies and CBS aired reruns, burned-off shows, and “48 Hours”, Fox had a consistent, ratings-producing lineup of “COPS” and “America’s Most Wanted”. But “AMW” was all but cancelled, turned into a series of occasional specials, this past fall, and now Fox is cutting back on its “COPS” order to give the night over to the sports division, which will fill it up with baseball, NASCAR, UFC, NFL preseason games, and in the fall, regular-season college football for the first time in Fox’s history (and potentially one NFL divisional-round game come January).
I expect that by the end of the decade, all four major networks will have largely turned their Saturday nights over to sports. A key could be the upcoming Major League Baseball contract renegotiations. Fox has already greatly increased their inventory of primetime baseball games, to be branded “Baseball Night in America”; I expect baseball will, with whatever network they shack up with, make primetime the core of the main broadcast package (certainly only the holder of the baseball contract can reasonably expect to reliably fill Saturday nights with anything worth showing for much of the summer), possibly even to the point of inverting Saturdays. Right now most games not airing on Fox are in primetime, partly due to Fox’s exclusivity preventing Extra Innings from carrying any game in their window. I could see a situation develop where most games are played during the daytime on Saturdays with only those games picked to air on the network playing in primetime.
Options abound for the other three networks for optimizing their Saturday primetime, though some of them depend on picking up more contracts and renegotiating existing ones. ABC already airs some NBA playoff games in primetime; they could experiment with airing a few high-profile regular season games there as well. The SEC’s contract with CBS and ESPN restricts CBS’ ability to air more than one primetime game (it took a lot of hoop-jumping to get LSU-Alabama aired there this year), but that contract may have been reopened as a result of realignment, and CBS could air some college basketball games in primetime on a regular basis. NBC is probably the least well-equipped of the networks to fill out Saturday nights due to their lack of suitable contracts, but they could air more Stanley Cup Playoff games in primetime on their main network on Saturdays if Canada’s CBC (for which Saturday has always been “Hockey Night in Canada”) would rather have them there, and have Notre Dame put more and better games in primetime.
One interesting side effect could be a potential bright spot for people like me who bemoan the march of sports events off broadcast. If broadcast networks decide they would like to get the higher ratings for sports events on Saturdays at all costs, they could nab sports events that might have aired on cable otherwise. Obviously there’s a limit to how low-profile you can go before it makes more sense to stick with what they were doing before, but you could see events that would otherwise have aired on ESPN show up on ABC, NBC Sports Network events airing on NBC, and so forth. Reports of the death of sports on broadcast appear to be greatly exaggerated.