The MLB Broadcasting Conundrum and Adequate Marketing Solutions
The MLB has faced its share of broadcasting and marketing difficulties to improve the accessibility of baseball. The time is now for the MLB to modify broadcasting rights for the sake of the consumer.
Introduction
The best part about sports is their availability. In the 21st century, people can watch sports from anywhere in the world. Except, for the MLB, in local markets. MLB broadcasting rights vastly differ from other major sports in that local blackouts permit fans from watching their favorite teams in their respective cities or surrounding areas. Factor in an inadequate marketing strategy, and baseball is diminishing popularity compared to that of the NFL or the NBA. The MLB banks on their history to give fans a reason to tune in, but there is a high degree of difficulty for a casual fan to watch their favorite teams in their local markets.
Sport Streaming
MLB TV was introduced in 2002 as the first sports streaming service, in which any fan outside of local markets could watch any available game. Extending to the MLB At Bat application, the league had a monopoly in popularizing live sports. However, since the MLB has specialized in streaming, major sports leagues have stepped up their game, with the NFL Sunday Ticket and NBA GamePass becoming fixtures in the eyes of NFL and NBA fans. What was once an innovative extension of popularizing baseball has been thrown out in favor of centralized marketing plans.
MLB Television Networks
Since the NFL operates in a league share system, major television networks distribute their broadcasting rights. MLB teams are separate entities and act separately. This implementation of independent operations slid over to broadcasting, where each MLB team distributes their rights to independent television networks. Each MLB team has a television network broadcast their games, or in the case of the Yankees’ YES Network, the team owns the rights of the network. Therefore, except for nationally televised games, the MLB’s broadcasting structure put itself in a hole with MLBTV because fans buy cable to watch in-market games or buy MLBTV for out-of-market games. There is no in-between until the MLB decides to restructure the entire leagues’ broadcasting platform, which will not happen due to a loss of income and pressure from television networks.
The Future of the MLB App
The MLB needs to market its players as superstars and as down-to-earth people. Creating MLB introduction videos for each player about their introduction to the big leagues, told from their perspective, would allow fans to connect with the players and develop longstanding relationships. People resonate with others they know and become invested in the league if they know more about the players off the field. While MLB does have player bios on their website and individual pages, creating short documentaries about fan-favorites and superstars would create a more invested fan base.
Easing the Analytical Revolution
The MLB needs to partner with statistical databases such as Baseball Savant and Baseball-Reference, expanding the popularity of the sites. MLB viewers would become more comfortable with rapidly accessible information and generate revenue through agreements. MLB does have data on their player bio pages but putting all types of information in one place would help consumers understand the content and become more comfortable seeing analytical data. The MLB must intend to educate their consumers, rather than seek a cash grab, to expand the game of baseball to all types of audiences.
Conclusion
Instead of solely seeking profits, the MLB must embrace new audiences, rather than just upholding their rigid marketing plans that have yet to see substantial growth. Revisiting broadcasting agreements is critical for the sport to enhance its popularity. No MLB fan wants to see their favorite team blacked out on MLB TV, proving the MLB cares more about making a profit than their average fan. Taking a more humanitarian approach towards marketing and economics may not see immediate profit but creates the next generation of MLB fans in the process. With the rise of social media and the implementation of new broadcasting formats, the MLB is at an impasse until it finally accepts new technologies and focuses on pleasing the consumer.