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An Examination of Television Coverage in U.S. High School Athletics by Chad Seifried, Brian A

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An Examination of Television Coverage in U.S. High School Athletics by Chad Seifried, Brian A An Examination of Television Coverage in U.S. High School Athletics by Chad Seifried, Brian A. Turner, Keith Christy, Daniel F. Mahony, athletics contests began in the 1980s and continues today. Again, and Donna Pastore the recent public attention high school student-athletes received from the Internet, ESPN, MTV, Fox Sports Net, NBC, and other Abstract local/regional stations along with restrictions or specifications This article chronicles the positive and negative consequences of implemented by national, state, and local association governing televising interscholastic athletic events. The study further explores bodies incited dialogue and interest about the special benefits and the extent and range of television coverage for each of the 51 state drawbacks of combining television with high school sporting events high school athletic associations within the United States through (Spanberg, 2006). Criticism and support for the broadcasting of 26 collected responses (51.0%) from athletic association executive high school athletics materialized from a variety of individuals. directors. Specifically, the questionnaire addressed or focused on This article seeks to identify these sources and recognize the (a) how extensive television coverage of state association sponsored positive and negative consequences of televising U.S. high school regular seasons games (e.g., High School Game of the Week) were athletic events for schools and their communities as a commercial in their respective state and (b) whether or not states reached an product. In addition to this objective, the study also intends to agreement to broadcast championship games/events. Overall, this describe the current position or status state high school athletic study suggests a great opportunity exists for those institutions associations hold related to the televising of high school sport. State and organizations interested in broadcasting high school sport but high school athletic associations are important to survey because suggests schools recognize the need to responsibly managing those they typically exist as the major governing body, which regulates, broadcasts because of the age group involved. Finally, this paper coordinates and promotes member athletic programs in their offers several topics related to television and high school sports we attempt to reach educational, financial, and media objectives. This should consider studying more closely in the future. article also addresses the television issue as a potential marketable product for high school institutions based on this combination of An Examination of Television Coverage in U.S. High School sources. Finally, this work offers future areas to study so we can Athletics understand television’s impact on high school athletes and athletics The commercialization of high school athletics emerged in order to more adequately manage television broadcasts in this as a significant topic of discussion in recent years likely due to unique environment. national and regional broadcasters increasingly opening spaces for interscholastic sporting events or sport-related shows on their Negative Consequences networks. Take for example 2006, ESPN and its sister networks Sports Illustrated brought national attention to the high school (e.g. ESPN2, ESPNU, and ESPN360) contracted to broadcast sport and television debate with a series of articles and editorials twelve high school football match-ups (up from four in 2005). between 1989 and 1990. Reilly (1989) mentioned his various MTV developed an eight-week show, which documented Alabama concerns with SportChannel America, a national cable network football power, Hoover High School’s 2005 season. NBC also appearing in 8.5 million homes in 1989, and their desire to produced a television series called “Friday Night Lights,” based off broadcast fourteen high school football games and 24 other high the popular book and film about a high school in Texas (Spanberg, school events from all across the United States. Within his article, 2006). Notably, this exposure prompts the use of television to Reilly suggested television will influence high schools to engage in surface as a major topic for debate among school boards and their more illegal recruiting, practice win or die coaching methods (e.g. communities because some anticipate interscholastic athletic playing injured players or trying to hurt others), allow sponsors broadcasting “will become consistently profitable within five to to dictate the terms of the contest or student-athlete choices, and ten years,” (Spanberg, 2006 p.6). encourage the athletic department to first focus on the bottom line The first regular television broadcasts of American high school rather than the student-athlete experience. Additionally, Reilly athletics started during the early 1980s in a small Midwestern posited television adversely affects the student athlete by creating community as a result of their local radio station signing-off well more “prima donna” or vain tendencies, increasing injury rates, before the start of the local school’s Friday night football contests and perhaps negatively affecting student-athlete maturation if their (Philadelphia Inquirer, 2001). In order to assuage local citizens’ failures are broadcast to thousands or millions of people. concerns about the progress of the game, a single camera was Similarly, Freeman (2002) and Wolff (1990) also offered mounted on the stadium to broadcast the football contests into the television coverage allows high school student-athletes to become community’s roughly 2,000 homes (Philadelphia Inquirer, 2001). mythical or national figures well before they start a college or As the 1980s progressed, the cable television industry grew which professional career. For example, LeBron James was well known allowed some select high schools to broadcast various athletic for his basketball ability before he started his career in the National contests on local, regional, or national channels. Basketball Association (NBA). The Internet also can aid television Debate about the appropriateness of televising high school producers seeking to broadcast high school sports stars because volume 3, issue 2 71 High School Televions Coverage fans of college programs increasingly want more information a near 9,000-mile tour of the United States during the 2002-2003 about “Blue Chip” or highly prized recruits (Spanberg, 2006). season (Hyde, 2003; Morgan, 2002; Smith, 2002; Steinberg, 2003; The Internet provides continuous replays for those who wish to Zitrin, 2003). Overall, the small Catholic school participated in see high school students in action. Obviously, this sort of attention tournaments all across the United States in places like Pittsburgh could improperly intrude or disrupt the life of a young person and (PA), Philadelphia (PA), Los Angeles (CA), Trenton (NJ), negatively affect their future. Wolff (1990) suggests this intrusion Greensboro (NC), Dayton (OH), and Columbus (OH). and image creation could provide serious problems for the likely The school itself first drew criticism for its pay-per-view ill-prepared student-athlete because the tremendous pressures broadcasts from Hyde (2003), who suggested the school primarily to succeed can overwhelm his/her immature or underdeveloped focused on revenues. Specifically, in a deal with Time-Warner coping skills. That was often the debate following the television Cable, nearly 400,000 subscribers of Northeast Ohio enjoyed the coverage of James and other interscholastic athletic stars. opportunity to pay the cable provider and the school over $7.00 a In recent years, televising high school athletics provided the game (Morgan, 2002; Smith 2002; Zitrin, 2003). Many condemned opportunity for USA Today, Fox Sports Net, Street & Smith, and the long road trips and the perceived impact they likely inflicted others to rank high school athletic teams (Fisher, 2003; Wolff, on their student-athletes, but the school itself suggested the largest 1990). For example, Fox Sports Net (FSN) broadcasted nearly problems were associated with a lack of staff and time to meet 500 hours of high school sport throughout the 1999 school year, all the demands of a heavily commercialized program (Steinberg, primarily covering state and regional championships in forty 2003). St. Vincent-St. Mary’s Athletic Director Grant Innocenzi states (Berry, 1999). This significant amount of airtime provided suggested he worked eighty hours a week during the 2002-2003 the above groups the ability to rank high school teams of various season and fielded roughly 100 emails and 300 phone calls per day sports because increased viewing access makes it easier for them (Steinberg, 2003). Additional stressors arrived from attempting to to adequately judge the playing ability of each team and compare coordinate press conferences, plotting escape routes for the team them to other institutions. Interestingly, as a by product, this during home and road games, and handling the various requests of access also prompted these groups to suggest a national playoff the school’s 2,500 season ticket holders (Steinberg, 2003). Clearly, or bowl game for its number one and two ranked high school television impacted, if not created, all these problems for the St. football programs (King, 2005a). For example, recent efforts by Vincent-St. Mary’s athletics. the Television Football Network (TFN) and FSN demonstrated In addition to the problems mentioned above, St. Vincent-St. they made an effort to promote and produce a national high Mary’s also
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