NFL broadcasters get more access to teams: Here’s how they’re using it
It’s no coincidence that you’re seeing more uniformed interviews with NFL players this season. Here’s why: Last May, the NFL’s broadcasting department sent a memo on the topic to the league’s CEOs, club presidents, general managers, head coaches and public relations directors. The memo outlined access changes for the NFL’s television partners following a review between the league and its media rights holders. The shared goal? Improve the game content that we as NFL viewers see.
The main additions, according to the memo:
• In-match coaching interviews for all matches;
• Player interviews prior to all matches;
• Network reporting in the locker room before the match;
• Interviews with players in preparation for the season;
• Network cameras in the coach cabin.
Let me give you an example of how this has played out for viewers so far. During the opening week telecast between the Cincinnati Bengals and New England Patriots, CBS reporter Evan Washburn interviewed Cincinnati quarterback Joe Burrow just before kickoff. Home teams must make a well-known player available for pre-kickoff interviews in full uniform as part of the new broadcast access rules. (There are limits on the number of interviews each player does with a network during the season, so it’s not just one player doing it every week.)
“It always comes across differently when you hear a player say things in his own voice,” said CBS Sports producer Ken Mack, who produces the CBS NFL team of Ian Eagle, Charles Davis and Washburn. “When Joe Burrow told Evan Washburn that he ‘got a little emotional yesterday’ in the moments leading up to the Bengals opener, it felt like the crowd was getting closer to the player.”
“I got a little emotional yesterday, but I’m ready. I’m looking forward to it.”
Us @EvanWashburn caught up with @Bengal QB Joe Burrow for his first game in nearly 10 months photo.twitter.com/urkhZwGGpQ
— NFL on CBS 🏈 (@NFLonCBS) September 8, 2024
The new access policy states that clubs must make either the head coach or the offensive or defensive coordinator available for on-camera interviews during the game. Time slots are agreed between each club and the television network prior to game day, and the home team has the first choice of the interview timing between the end of the first quarter, halftime or the end of the third quarter. There are limits on the number of questions each coach can be asked (two) and where they take place.
NBC “Sunday Night Football” lead producer Rob Hyland said his broadcast has taken advantage of the new access initiatives. During the first three games of the season, SNF has interviewed Kansas City Chiefs quarterback Patrick Mahomes, Detroit Lions wide receiver Amon-Ra St. Brown and Houston Texans quarterback C.J. Stroud prior to kickoff.
“We’ve also been in touch with each head coach, either at the beginning or the end of halftime,” Hyland said. “One of the goals of Sunday Night Football is to take the viewer somewhere they’ve never been before. The ability to talk to a player right before kickoff or a head coach during halftime provides an extra layer of access for our audience that we believe adds to the overall viewing experience. Fans want to be as close to the stars of the game as possible.”
Jim Harbaugh handed out worker shirts to his @chargers team to send a message.
Us @tracywolfson spoke to Derwin James about it just before kick-off. photo.twitter.com/j4nIYplKA1
— NFL on CBS 🏈 (@NFLonCBS) September 8, 2024
You may have also seen footage of the pre-match locker room coverage. That’s also part of the new access agreement. According to the memo: “When requested by the television network, clubs must record and share with the television network at least 20 seconds of pre-match locker room footage or content for each match. Recordings must occur between the end of the pre-match warm-up and 15 minutes prior to kick-off, with the club having final approval for the footage to be aired on the broadcast.”
There are many NFL game days where you see complaints from viewers on social media about in-game interviews. The criticism usually revolves around the idea that coaches or players don’t provide insight or that little is learned from the comments. Of course, sometimes that’s a valid criticism. But there are times when viewers get the occasional gem and insight. That’s why the networks will always support it: there’s value in showing your viewers that you have unique access to the key people involved in the event.
“When a coach gives your reporter (and by extension your audience) insight into the mindset of the team at a crucial point in a game, it can be illuminating,” Mack said. “On that same broadcast in Week 1, Evan was talking to (New England coach) Jerod Mayo early in the second quarter when the Patriots faced a third-and-goal from the Cincinnati 4-yard line. The conversation advanced the storyline of the game. Mayo’s prediction of continued aggressive play was confirmed on the next play when the Patriots scored a touchdown to take the lead.”
Hyland added: “Why wouldn’t you want new information from the people who directly impact the game? Hearing from coaches and players in the game is something we will continue to show. In the rare instances where some may think that not much information has been gathered, body language and non-verbal cues during the interview can be very telling and help tell the story of what’s happening in the game.”
(Photo of Amazon “Thursday Night Football” reporter Kaylee Hartung interviewing Buffalo Bills cornerback Ja’Marcus Ingram (left) and running back James Cook after their game last week: Cooper Neill/Getty Images)
