Patriots network set to meet the demand
The New England Patriots, innovative in adopting the latest in media technology since the Kraft family bought the franchise in 1994, are at it again.
This time, they've created a television network, a feat accomplished without the overhead costs of a TV station.
''Actually, we're calling it, 'The Patriots Virtual Network,' " said team vice chairman Jonathan Kraft of Patriots On Demand, which quietly launched this week, in conjunction with
In the past year, the NFL pulled the plug on the fledgling regional networks that the Falcons and Cowboys had formed, instead pooling the league's resources and efforts into building the NFL Network.
''The league decided teams shouldn't be building individual linear channels," said Kraft, ''but they had no problem with teams doing virtual networks under 'The NFL Network On Demand' umbrella."
NFL Network director of media services Seth Palansky calls the Krafts -- Jonathan and owner Robert -- ''savvy media guys."
That is evident in the wide-ranging -- and exclusive -- agreement with Comcast.
The additional content, available to Comcast's digital subscribers, includes:
The daily ''Patriots Video News,"
Locker room interviews and coach Bill Belichick's news conferences,
Each week's ''Patriots All-Access," ''Totally Patriots," ''Patriots Football Weekly," and ''5th Quarter" programs,
Team-produced programs such as player profiles, cheerleader tryouts, and the making of the annual swimsuit calendar.
Exclusive access to events such as the team's championship ring ceremonies, kickoff gala, NFL Draft, and charity golf tournament.
For the Patriots, the deal enables the team to offer fans full coverage of team activities and full-length video of coach and player news conferences.
The move is a natural progression of the team's multimedia expansion. In 1997, the Patriots became the first organization of any type to do a nightly streamed newscast. ''By extension, that show -- 'Patriots Video News' -- is the longest-running show on the Web," said Kraft.
''The Patriots have been smart," said Palansky. ''They've been ahead of the media curve ever since the Krafts bought the team. Now they have a considerable archive of material they've compiled from their website, all-access, and other programs. That enabled them to put this deal together."
Kevin Casey, senior vice president for Comcast New England, describes On Demand usage as an evolution in TV viewing. ''Once people start using it, they tend to come back on a daily basis," he said.
