The Tennis Channel is Choking in Paris

Late May has always marked the dawn of what most of the world considers "tennis season".  It's warming up outside, the landscape has grown verdant, and folks are ready to hit the courts with an extra hour of daylight to play with.  We get some added motivation by watching the best players in the world at the biggest tournaments, as the French Open represents the beginning of the run of three Grand Slam tournaments that bookend Summer.  This is the sport's time to shine at its brightest, and TV plays a major role in turning up the spotlight.  In America, we have ESPN doing a very respectable job covering 3 of the majors - hell, the "Worldwide Leader in Sports" actually brought the Australian Open back to relevance in this country - while NBC and the Tennis Channel handle affairs in Paris.  NBC, we know they stink, that's never been a question, and how they've hung on to the most important time slots in Paris is both a miracle and a bad joke.  Outside of the climactic matches at Roland Garros, we look to the sport's media beacon in America, Tennis Channel, for a thorough, in-depth look at the only major played on clay.

Unfortunately, Tennis Channel has botched their French Open coverage in embarrassing fashion.  They've chosen to show the same big guns on Chartrier and Lenglen, non-stop, and then tease us with a live "4-Square" look at other matches in progress.  If we do get a cut-in, it's for a set or match point.  That's it, we rarely even get a look at scores of other matches in progress.  Unsurprisingly, money is the driving force behind these poor decisions.  TC has struggled to attract reputable advertisers since inception, and they're force-feeding us the players that US advertising dollars demand, the players that the larger pool of "casual" tennis fans will take the time to root for, or against.  To be fair, extended coverage of the biggest names is nothing new(just not to this extent, maybe), but Tennis Channel has taken the quest for revenue to another level, and "Tennis Channel Plus" is the tool they will use to wrench that cash out of our hands.  This ridiculous money grab is our only hope of watching one of those matches displayed in the dreaded "4-square".  For $90 - great news, it's auto-renewable - we can actually watch the full slate of French Open tennis that we tuned in for, along with other bonus action throughout the year.  Hold on, now, we already jacked up the price of our monthly cable bill by ordering some type of premium sports package that would bring us TC in the first place...usually about a $25 difference.  There's no internet arm to help us out like ESPN3 does at the other 3 Slams, either, at least not for a base cost.  The hardcore tennis fan is the clear loser in this equation...we've done our part in supporting Tennis Channel to this point, and our reward is to be ignored and manipulated.

Broadcasting Grand Slam tennis has always been a pretty straight forward affair: you show a bunch of matches when there are a bunch to be played, then focus on fewer contests as the field shrinks.  And you go where the action is hot, period, who needs to see blowouts?  That's how you introduce your viewership to all the amazing athletes who play this exciting sport, while also keeping the audience on the edge of their seats, wanting more.  It's not rocket science, and it works.  Another reason it works is that by spreading the wealth and actually dropping in on some outer court matches, viewers get a look at some athletes who almost inevitably end up leaving a noticeable imprint on professional tennis.  It's a strategy - with a look far beyond a single day's schedule - aimed at planting a seed by allowing a fan the opportunity to say to him or herself, "Hey, I'm gonna keep an eye on this player".  Best-case scenario is that a fan purchases a ticket to a tournament for an up-close look at this great player, but even if that fan simply gives that player's social media a look, and then maybe makes an effort to watch a few of their ATP or WTA matches...guess what, all of those roads eventually lead directly to Tennis Channel, USA!  Call it playing the long game, investing in the future, whatever, but it demands a certain amount of faith in your product as a whole.  Tennis Channel doesn't seem to posses that type of faith - "get it while the getting is good" seems to be their prevailing thought - but what happens when the "Big 4", Serena, and Maria wells run completely dry?  Until then, tennis fans in the U.S. would be best served by ESPN holding a decidedly un-American monopoly on the rights to broadcast the crown jewels of the sport.