By Mike Cranston
Associated Press
CHARLOTTE ó Larry Jordan can finally watch his famous brotherís team play on television.
In an agreement that part-owner Michael Jordan and the Charlotte Bobcats hope will boost the fledgling franchise, the Bobcats finally secured a naming rights deal for their $265 million downtown arena and in doing so, got out of a television contract that severely limited the teamís reach.
Charlotte Bobcats Arena is now Time Warner Cable Arena. And the Bobcats games move from the cable companyís news channel to Fox Sports Net South, starting with Tuesdayís game against Minnesota. Todayís game at New York will be televised by FSN Southís sister network, SportSouth.
Now, satellite TV customers and other folks like Larry Jordan, who lives in Wilmington, can watch the Bobcats.
iMy brotherís been calling me all the time. íWhen can we see the games? When can we see the games?îí said Jordan, who has the final say on all of the teamís basketball decisions. iWell, thank you, for allowing me to go back to these guys and say, ëYou guys can catch the games on Fox Sports.í î
The complicated agreement puts to an end an ill-fated decision by principal owner Bob Johnson to partner with Time Warner Cable in 2004 and start a regional television network. Carolinas Sports and Entertainment Television, or C-SET, was available only to Time Warnerís digital cable subscribers.
With so few people able to get the channel, C-SET struggled to sell advertising and folded in less than a year after losing millions. But the Bobcats were stuck in a long-term TV deal with Time Warner Cable, which shifted the games to its 24-hour news channel.
Team president Fred Whitfield said talks to end the deal and tie it in with a naming rights agreement started 16 months ago. NBA commissioner David Stern and CEO Rupert Murdoch of News Corp., Fox Sportsí parent company, were also involved in the talks.
The length of the new deal and financial terms were not released, although Johnson said last week they were working on a 20-year naming rights deal with Time Warner Cable. Whitfield said Time Warner Cable will pay to have its name on the arena, but the team is likely reducing the fee in exchange for ending the television deal.
FSN South general manager Jeff Genthner said his network has a multiyear agreement to carry 70 of 82 regular-season games each year. The deal immediately expands the teamís TV reach in the Carolinas by about 40 percent to 1.7 million viewers.
iThis deal has tremendous long-term impact not only on the Bobcats, but Charlotte and the entire region,î Johnson said. iWhen you get more viewers introduced to the Bobcats, it probably means youíre going to get more people who want to come to the arena. No. 2, I think itís going to increase the support from sponsors.î
The Bobcats, in their fourth season, have lost millions of dollars as they try to win over fans still soured on the NBA after the Charlotte Hornetsí ugly departure to New Orleans six years ago. The Bobcats rank 23rd in the 30-team league in attendance with an average of 14,631 per game.
The old television deal prevented many fans from sampling the Bobcats. It also made for the odd situation where many restaurants and bars within walking distance of the arena, but equipped with satellite TV, couldnít show Bobcats games.
iIíve walked into restaurants after a game and you donít see the (postgame) show on the screens,î Johnson said. iNow people will be able to sit over dinner or lunch or at a bar and youíll see that game on television. Theyíll get to see the excitement in the arena and theyíre going to want to be there.î
When there are conflicts with Carolina Hurricanes and Atlanta Braves games on FSN South, Bobcats games will shift to SportSouth, which is also available on basic cable. There are plans to show a limited number of games in high definition starting next season.
Current Bobcats announcers Steve Martin, Henry Williams and Stephanie Ready will call the games on FSN South and will remain employed by the Bobcats.
Now the team hopes to finally succeed on the court. Charlotte was 29-48 entering Tuesdayís game and will miss the playoffs for the fourth straight year.
iI guess the pressure has been kind of put on me,î Jordan said. iFrom an entertainment standpoint, we have to make sure that we continue to improve the product.î