JC / Railbird

Telecasts

The 99 Percent

Johnny Weir hadn’t even been born when the modern Kentucky Derby telecast was conceived. The challenges of 1982 look a lot like 2015:

Many were dubious at the time about the value of an extended telecast, but ABC stood fast. “There are very few sports that the American public follows so little, but becomes so interested in for one race,” host Jim McKay told the Dallas Morning News. “There’s a tremendous amount of familiarization to do on the day of the race. There’s the horse, the owner, the jockey, and the trainer, and it’s important to do as much as possible on who they are and where they came from.”

Sportscaster Howard Cosell summarized ABC’s production strategy a bit more bluntly to the Washington Post: “You have to be willing to alienate — or at least talk at a sophisticated level they’re not at all pleased with — the serious horseplayer,” he explained. “You can’t be concerned with them. You have to worry about the 99 percent who are watching just because it’s the Derby.”

It’s interesting how much the televised approach to the Derby has spilled over into year-round racing marketing (for example: America’s Best Racing).

Posted in Racing on May 28, 2015 / Tagged Kentucky Derby, Marketing, Telecasts, TV