Padres Now Run Own Show on Game Telecasts, TV Commercials

San Diego Padres broadcasting director James A. Winters is betting that, with the exception of some improved graphics, baseball fans will notice few changes now that KUSI-TV (Channel 51) is broadcasting Padres games.

The 51 games being televised by KUSI this season will mirror the broadcasts made last year by KCST (Channel 39). Jerry Coleman and Dave Campbell are again handling the play-by-play, and longtime producer Steve Silverman is again handling the production.

But behind the scenes, the Padres are engaged in an experiment that is being closely watched by other major league teams. That’s because this season the National League club became the second team in the majors producing its own television broadcasts.

Typically, baseball teams sell broadcast rights to a local television station, which produces the telecasts and sells commercial time to advertisers.

Starting with last week’s televised away games, the Padres have “eliminated the middleman” and taken direct control over the production process, said Winters, who joined the Padres in 1985 after 12 years with the Cincinnati Reds and four years with the New York Mets.

Two sales account executives, hired from local radio stations, are selling all the commercial time during televised games and pre- and post-game shows. Unlike years past, when Channel 39 produced the games and sold commercial time, Channel 51’s role has been reduced to supplying televised time.

Gamble Paying Off

Taking the telecasting business in-house will “maximize our bottom-line return,” according to Winters, who did the same thing last year with radio broadcasts. While declining to discuss finances, Winters said the gamble appears to be paying off.

On radio, the Padres last year tripled income received in 1985, when the club sold its broadcast rights to KFMB-AM, which continues to broadcast the games under the new arrangement.

In-house television production is expected to at least double the club’s TV income.

The shift, however, has generated additional expenses. The Padres hired Silverman away from Channel 39 to produce the broadcasts, in addition to hiring the two sales executives, John Shehan, a former KJOY radio general sales manager, and Lou Fernandez, a former KSDO radio sales manager.

While the Padres are accepting “increased risk” by taking production and advertising sales in-house, they also receive the “potential of fairly dramatic revenue increases,” Winters said.

Few team owners have tinkered with the practice of selling television rights because baseball executives have grown “very comfortable (with) . . . someone walking in the door and handing you a check every April 1,” Winters said.

Baseball teams usually handle their own radio programming and advertising sales, but previously, only the Los Angeles Dodgers produced their own television broadcasts. The Chicago Cubs and the Atlanta Braves, which are owned by media companies, have awarded broadcast rights to sister companies that operate television stations.

Internal Control

In addition to radio and television, the Padres also have taken control of all in-stadium advertising, the scoreboard advertising and game programs. That internal control provides “one-stop shopping” for potential advertisers and sponsors, Winters said.

The consolidation of the club’s major advertising vehicles means that the Padres “won’t be fragmenting their marketing efforts,” said Dave Alworth, the New York-based director of broadcast administration for professional baseball.

Unlike the National Football League and the National Basketball Assn., baseball has only recently recognized the benefits derived from internally produced radio broadcasts, according to Alworth.

“Professional baseball has found that corporate sponsors would love to be a part of baseball, but only if it’s across the board,” Alworth said. “Unfortunately, most teams now have no say in sponsorships because advertisers buy time from the (television) networks and local stations.”

Last year, for example, baseball officials cringed when Ford bought air time on World Series telecasts because the major leagues had endorsed Chevrolet as the “official car of baseball,” Alworth said.

Spiraling Costs

Spiraling costs associated with running a club mean that executives can “no longer view the marketing department as the guy who hangs up the ‘tickets on sale’ sign at noon on game day,” said Winters, who received a 1969 World Series winner ring when he worked in the Mets’ marketing department and earned two others during his years with the Reds.

In addition to taking control of advertising and commercial time, the Padres are encouraging advertisers to become involved in promotions with the club.

For example, a bakery that is buying commercial time during game broadcasts may also be encouraged to print a ticket discount offer on bread wrappers.

Illustrating the Padres’ new involvement with advertisers is the fact that the team this year will allow advertisers take over the pitcher’s mound for a ceremonial first pitch--a “perk” that, while disdained by traditionalists, has been well-received by advertisers.

Winters acknowledged that advertisers are quicker to associate with a winning team, but he downplayed the fact that the 1987 Padres are not being touted as a pennant contender.

“I’m not selling a winning team,” Winters said. “I’m selling the sizzle of baseball.”