NECN, SportsNet find way to share strengths

As part of Bridgen’s efforts since Hearst Corp. sold its NECN stake to co-owner Comcast, SportsNet plans to launch a live 30-minute sports show that will air three times a day on both channels seven days a week, starting in December. The show, called “SportsNet Central,’’ will provide sports news, analysis, and commentary on New England’s sports teams.

NECN’s sports reporting team, which includes Chris Collins and Mike Giardi, will relocate to Comcast’s Burlington studios in the coming weeks. And even though many stations are trimming workforces and budgets, Bridgen has hired 40 producers, sports reporters, and writers for the show, which will bring SportsNet’s staff to 100 employees.

“It’s been invigorating from the perspective of taking two great properties and getting them to work together,’’ Bridgen said.

The changes at NECN and Comcast SportsNet, which airs Boston Celtics games, underscore how competitive the local sports media market is becoming as new players arrive hoping Boston’s rabidly loyal fan base will lure advertisers. Last month, ESPN launched ESPNBoston.com, the sports network’s second hyperlocal sports site, and in August, CBS Radio rolled out 98.5 FM The Sports Hub.

Those new ventures add to the list of media outlets focusing on local sports coverage. In the television market, New England Sports Network, which has 150 staffers and airs Red Sox and Boston Bruins games, is the market leader with 4.5 million viewers monthly, compared to Comcast SportsNet’s 4 million viewers monthly.

Newspapers are also jockeying to dominate sports coverage. The Boston Globe, which has 49 people on its sports staff, recently beefed up its coverage: It redesigned the sports section of Boston.com with more features and added a second online sports columnist. Boston.com also runs NECN video, and Globe reporters regularly appear on the network.

“We still feel the Globe and Boston.com is the best source for sports, and we’re going to make sure that doesn’t change,’’ said Joe Sullivan, the Globe’s sports editor.

Gary Roy, a spokesman for NESN, which is owned 80 percent by the Red Sox and 20 percent by the Bruins, said the growing competition is good - for media and fans. The New York Times Co., which owns the Globe, has a 17.5 percent stake in New England Sports Ventures, which owns the Red Sox.

“The more discussion and interest in sports in the marketplace, the better it is for all of us in the sports, news, and entertainment business,’’ Roy said.

ESPN spokesman Paul Melvin agreed. “Boston has long been a highly competitive market for sports coverage, with the Globe and others doing award-winning work. Our mission is to add to that and work to bring differentiated content to the sports fans of Boston,’’ he said in a statement.

While the Boston sports media market is getting crowded, analysts say there can never be enough sports news here. “NESN is your dominant regional sports place’’ for TV sports coverage, said Stephen A. Greyser, a Harvard Business School professor who studies brand marketing and sports management. “But there is a place for Comcast to grow itself.’’

To make room for the new sports show, NECN’s nightly sports show, “Sports LateNight with Chris Collins,’’ will be dropped from the schedule and current NECN programming will be shifted. Bridgen said the network won’t have to cut any news coverage or other programming since many of NECN’s shows are rebroadcast throughout the day.

While NECN prepares for more sports programming, Bridgen plans to give the station a makeover. He said Comcast will spend an estimated $1 million so NECN can begin broadcasting in high definition by January. That will provide NECN with new cameras, a new logo, and freshened on-screen graphics. Most importantly, Bridgen said, it will bring new viewers to NECN.

All the changes Comcast is making will be good for both networks, said Bridgen, who replaced Charles J. Kravetz, who had been NECN’s general manager since its founding in 1992. Bridgen, a Beacon Hill resident, bounces back and forth from NECN in Newton and Comcast SportsNet in Burlington.

“We believe in being the home for all things sports here at Comcast SportsNet and the home for all things news, weather, and traffic at NECN,’’ he said.

Johnny Diaz can be reached at jodiaz@globe.com.