By JOHN C. COTEY, Times Staff Writer
Published July 15, 2005
Cathy Weeden knows there is much work to be done, an audience to win back and new fans to convert.
That task - and it's a mighty one - is going to be difficult for NBC and whichever cable outlet the NHL cuts a deal with.
Ratings were dropping before the lockout, and in its stead, some truly lame programming drew ratings that were as good or better than the numbers the NHL drew. In truth, it seems an impossible task, and many think hockey may have done itself in.
But Weeden, vice president and general manager of Sun Sports and FSN Florida, is confident the road won't be quite that bumpy.
You see, Weeden has a secret weapon - the Stanley Cup.
Remember that thing? The Lightning won it way back before hockey disappeared from the radar. Now that it's back, the Cup is Sun Sports' ace in the hole.
"We have something that no one else has," Weeden said, "and that can't be underestimated."
Weeden said all fans need is a reminder about "what a magical time it was."
Indeed. Tampa was abuzz, and Sun Sports came into its own with exceptional coverage. Its ratings were at an all-time high, and with the next NHL season right around the corner, hopes were high the network would continue to bask in the glory of Lord Stanley.
The lockout ruined those plans. Although it didn't have to pay rights fees to the Lightning or production costs, there were other losses, namely advertising revenue and exposure, that can wound a regional sports network.
"What we lost was the ability to take that immediate momentum for winning the Stanley Cup," Weeden said. "That was disappointing."
Initially, it reran Stanley Cup games and introduced other hockey programming to keep the fire flickering in hopes the sides would come to a quick agreement, but that was extinguished by the stalemate.
Now the phones are ringing again with people looking for seats on the Lightning coverage bandwagon, and the staff at Sun Sports is popping with ideas for the fall.
Weeden is excited about picking up where her network left off, though she can't say much beyond that. Until the deal is ratified, any ideas must stay on paper.
But you can bet on a steady diet of Lightning reruns from the 2003-04 season to refresh viewers, some new shows and more access to the players. Weeden has sat with the Lightning to discuss coverage plans, and it's no secret the NHL is going to have to open its doors to let fans back in. That should mean better hockey and better TV.
"I'm anticipating more opportunities to help grow the product," Weeden said. "We have to rebuild the fan base, and when they start to relive it a little, they'll remember what that was like."
