New Dodgers TV Network Wants $4 Per Home, Per Month, From Cable Companies

Dodger Fans Shut Out as Pay-TV Balks at New Network's Fee

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Los Angeles Dodgers fans who enjoyed watching a rejuvenated team on TV last season may find themselves shut out when the squad begins preseason play on Wednesday -- unless they subscribe to Time Warner Cable.

The cable company is going live today with the new Dodgers network SportsNet LA, but it hasn't convinced pay-TV competitors such as DirecTV, Charter Communications, Cox Communications or AT&T to carry the channel.

At $4-plus a month, SportsNet LA would be the town's most costly regional channel, packaged on a basic tier that all subscribers must take.

Time Warner Cable's 2013 accord for 25 years of Dodgers games, pegged at $8.35 billion by the team and the league, is testing the value of sports programming after a run-up in costs. The company, which agreed this month to be bought by Comcast for $45.2 billion, needs competitors to sign up and charge their customers for the network to profit.

So far only Bright House Networks, affiliated with Time Warner Cable, has signed on.

"This is a record price for a one-team regional sports network," Chris Bevilacqua, a sports media consultant in New York, said in an interview. "These are not easy businesses. They cost a lot to start up and there is significant risk."

Then again, if the parties don't reach deals by March 22, when the Dodgers open the regular season in Australia, fans who could see every game last year will have to listen on radio, and Time Warner Cable could try to poach TV subscribers from rivals. Given the size of the market, it's possible Time Warner Cable could add 100,000 subscribers, Mr. Bevilacqua said.

Helping to stoke fans' interest, the Dodgers were 7-1 favorites as of yesterday to win the World Series in their third season under owners Guggenheim Baseball Management, according to The team made the playoffs for the first time since 2009 last year and is ranked as the second most valuable in baseball at $2.1 billion, behind the New York Yankees, in part because of the Time Warner Cable contract.

Pay-TV systems are pushing back against escalating sports costs in Los Angeles, where three new networks have started in less than two years. They see rising monthly bills driving subscribers to cheaper online alternatives, such as Netflix, and want flexibility in how they offer the channel.

"The base price is not fair and reasonable for all families -- sports fans or not," said Dan York, chief content officer for DirecTV. "If the base price isn't fair, then consumers should be able to choose if they want to pay for the games."

Time Warner Cable wants SportsNet LA to be part of the basic pay-TV package, like ESPN, forcing viewers as far away as Hawaii and Las Vegas to take the programming. Some companies, like DirecTV and Verizon's Fios, charge an extra fee in areas with two or more regional channels. Generally, consumers subscribe to a package and don't see itemized charges.

Representatives of Cox Communications, AT&T's U-Verse and Fios said their companies continue to talk with Time Warner Cable and are interested in the channel at the right price.

Time Warner Cable is distributing SportsNet LA under an accord with the team's owners, becoming the exclusive agent for advertising and affiliate sales. The company is also seeking digital rights from MLB Advanced Media, according to David Rone, Time Warner Cable Sports president.

In metropolitan Los Angeles, the company wants competitors to pay less than $5 a month per subscriber for the channel, with the price declining in outlying areas, Mr. Rone said.

That would make SportsNet LA the most expensive regional channel in the market, according to researcher SNL Kagan.

"We think the pricing of the network fits with the value proposition that we are providing to consumers and pay-tv providers," Mr. Rone said.

21st Century Fox's Fox Sports West, home of Angels baseball and Clippers basketball, charges $1.40 a month, according to SNL Kagan. Fox's Prime Ticket, the former Dodgers home, costs $3.19, while SportsNet and Deportes, Time Warner Cable's Lakers channels, cost $3.22. The Pac-12 college channels average 76 cents.

Winter league
In addition to more than 160 games, SportsNet LA will carry the daily show "Access SportsNet: Dodgers" with news and analysis, the "Backstage: Dodgers" documentary series, "Connected With..." interviews with players and coaches, and retrospectives, including an hour-long "2013 Dodgers: A Whole New Blue," based on last season's turnaround.

During the off-season, the network will cover winter league baseball developments, trades and contract signings, according to Stan Kasten, the Dodgers' president and chief executive officer.

"This is the first time ever that Dodgers fans have a single place to follow the Dodgers 24 hours a day, 365 days a year," Mr. Kasten said in an interview.

The broadcast booth will be staffed by Vin Scully, the Dodgers' longtime announcer, along with Charley Steiner and former Dodgers ace pitcher Orel Hershiser. Ex-Dodgers infielder Nomar Garciaparra, among others, will work in the studio.

~ Bloomberg News ~

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