There have only been a handful of NHL games played outdoors since the league’s inception in 1927. Which is why there have been more than a few jokes at the league’s expense since it signed a broadcast contract with the Outdoor Life Network to be its main television partner.
But don’t call it by that name anymore. The network’s new name is OLN – which does not stand for Outdoor Life Network. It is OLN, period.
For a sport that has endured countless barbs the past few years from the media and the public, at the top of the list has been its dismal national television ratings. You’ve probably heard one or two of them: “Poker gets better ratings than the NHL. Cattle rustling gets better ratings.” Yuk, yuk, yuk.
When the NHL could not come to an agreement with its main broadcast partner of the past 15 years, ESPN, it turned to fledgling OLN – a network whose current staple in its lineup are reruns of “Survivor.”
Far from being embarrassed about its new television home, however, the NHL is genuinely excited by it. OLN is cutting edge, it says. It’s hip. It has joined forces with a network whose demographic considers the Boston Marathon a wimpy cardiovascular day.
“We’re delighted by the presence and prominence of OLN,” NHL commissioner Gary Bettman said in a recent conference call. “It will allow hockey fans to see a whole new game and get closer to hockey than ever before. This is so cool. OLN is anticipating, as are we, subscriber growth.”
OLN is in 64 million American homes, a number that trails ESPN by 26 million. It mostly has been known as the official American network of the Tour de France.
On Aug. 19, it entered into a two-year, $135 million contract with the NHL to broadcast up to 78 regular-season games, primarily on Monday and Tuesday nights.
The deal is not as lucrative as the five-year, $600 million deal the NHL had with ESPN – which expired after the lockout and wasn’t renewed.
But for a league that had the lowest national ratings of the four major sports in the country, the NHL is happy to have any remaining national TV presence. OLN’s deal is separate from a contract the NHL has with NBC to broadcast select regular-season games and most of the Stanley Cup Finals.
At OLN, veteran play-by-play man Mike Emrick will be at the mike for NHL broadcasts, with John Davidson the color man. Former ESPN analyst Bill Clement will serve as a studio host.
The network is owned by Comcast Corp., which is the primary owner of the Philadelphia Flyers. Perhaps not coincidentally, the Flyers and the Rangers will be the featured game tonight on OLN’s inaugural telecast.
The question remains: Can OLN get decent ratings airing the NHL when even a powerhouse such as ESPN failed? Los Angeles Kings TV color analyst Jim Fox said he believes hockey can thrive on the tube if certain conditions prevail.
“I believe it’s a marketing issue,” Fox said. “I love that they’re spending all this money on technology and TV, (but) when I grew up in Canada, I never, ever heard anyone say hockey is tough to watch on TV. I knew the game; I knew the rules because I grew up with it.
“It’s a matter of educating people to know the rules.”
Recent surveys taken by a Denver sports marketing firm, The Bonham Group, have shown hockey is No. 1 on fans choices as the sport that translates best to high-definition television.
That, plus a new spirit of cooperation from players to better market the game, has many in the sport hopeful for better ratings, which would produce more dollars for everybody.
“We have more at stake now in how the game is marketed,” Avalanche captain Joe Sakic said. “The better the league does, the better we do. I think you’ll see more guys take that to heart and try to sell it more, especially on TV.”
Adrian Dater can be reached at 303-820-5454 or adater@denverpost.com.
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OLN NHL schedule
All times Mountain. Times subject to change
Oct. 5
5 p.m. N.Y. Rangers at Philadelphia
Oct. 10
5 p.m. Pittsburgh at Buffalo
Oct. 11
6:30 p.m. Phoenix at Dallas
Oct. 17
5 p.m. Florida at N.Y. Rangers
Oct. 18
5:30 p.m. Boston at Montreal
Oct. 24
5 p.m. Detroit at Columbus
Oct. 25
5:30 p.m. Florida at Pittsburgh
Oct. 31
5 p.m. Montreal at N.Y. Rangers
Nov. 1
5 p.m. Chicago at Detroit
Nov. 7
5 p.m. Pittsburgh at N.Y. Rangers
Nov. 8
5 p.m. Boston at Philadelphia
Nov. 15
5 p.m. Tampa Bay at Washington
Nov. 16
5 p.m. Pittsburgh at Philadelphia
Nov. 22
5 p.m. Tampa Bay at Philadelphia
Nov. 29
5:30 p.m. Boston at New Jersey
Dec. 5
5 p.m. Minnesota at N.Y. Rangers
Dec. 6
6 p.m. N.Y. Islanders at St. Louis
Dec. 6
8:30 p.m. Atlanta at San Jose
Dec. 12
5 p.m. Pittsburgh at Detroit
Dec. 13
6 p.m. Pittsburgh at St. Louis
Dec. 19
6 p.m. Dallas at Minnesota
Dec. 20
6 p.m. Colorado at Nashville
Dec. 26
6 p.m. Dallas at St. Louis
Dec. 27
5 p.m. Boston at Washington
Jan. 2
5 p.m. Tampa Bay at N.Y. Islanders
Jan. 2
8:30 p.m. Dallas at Los Angeles
Jan. 3
5 p.m. Minnesota at Detroit
Jan. 9
7 p.m. St. Louis at Colorado
Jan. 10
5 p.m. Detroit at Carolina
Jan. 16
6 p.m. Tampa Bay at San Jose
Jan. 17
6 p.m. New Jersey at St. Louis
Jan. 23
5 p.m. Boston at Washington
Jan. 23
8:30 p.m. Anaheim at Los Angeles
Jan. 24
6 p.m. Phoenix at Minnesota
Jan. 30
5 p.m. Philadelphia at N.Y. Rangers
Jan. 31
7 p.m. Minnesota at Colorado
Feb. 6
5 p.m. Tampa Bay at N.Y. Islanders
Feb. 6
8:30 p.m. Calgary at San Jose
Feb. 7
7 p.m. Chicago at Phoenix
Feb. 12
3 p.m. Colorado at Detroit
Feb. 28
7 p.m. Minnesota at Colorado
March 5
5 p.m. Dallas at Chicago
March 6
5 p.m. N.Y. Islanders at Washington
March 7
6 p.m. Colorado at St. Louis
March 13
6:30 p.m. Vancouver at Dallas
March 14
5 p.m. Buffalo at Washington
March 14
8:30 p.m. Phoenix at Los Angeles
March 20
5 p.m. Boston at N.Y. Rangers
March 21
5 p.m. Atlanta at Boston
March 27
6 p.m. Detroit at St. Louis
March 28
7 p.m. Anaheim at Colorado
April 3
7 p.m. Chicago at Colorado
April 4
5 p.m. Philadelphia at N.Y. Rangers
April 10
5 p.m. Washington at Boston
April 11
5 p.m. Pittsburgh at Philadelphia
April 17
5 p.m. Dallas at Detroit
April 17
8:30 p.m. Los Angeles at San Jose
April 18
6:30 p.m. St. Louis at Chicago
