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Cable shows seek to fill void in state sports reports

By SHARON GINN

© St. Petersburg Times, published January 19, 2001

In Florida, there is more sports news than ever -- and less air time available for reports on most local network affiliates, at least in the Tampa Bay area.

So it seemed logical last year when not one but two cable stations launched nightly news shows focused on Florida sports.

Fox Sports Net (formerly SportsChannel Florida) began its half-hour daily Regional Sports Report in July. In September, Sunshine Network followed with its hourlong Florida Sports News, which airs weeknights only. Both are packed with scores, highlights and features about Florida teams.

But are they serving the viewer? That depends on what you're looking for, how late you want to stay up, and whether you want to miss ESPN's SportsCenter.

The formats may seem similar, but the philosophies differ. Sunshine's show, at 10 p.m., wants to bring viewers not just game reports but features and interviews they won't see anywhere else. Though the network has 30 reporters across the state, general manager Jim Liberatore said the attention is given to finding unique stories, not to breaking news.

The one-on-one interview with current or former state stars, such as last Friday with Ravens quarterback Trent Dilfer, is the major focus, and Sunshine will put its reporters on an airplane to get it. "(The hourlong format) has allowed us to do everything I want to, and it's different," Liberatore said. "That's really what our strength has been: covering the big events differently, and in a more interesting way. ... We know the angles Gators fans want to see and Florida State fans want to see."

Fans of both schools long have turned to Sunshine for games and coaches' shows. In keeping with that, the network considers the Florida-Florida State football game bigger news than the Super Bowl. It also is stepping up coverage of the University of South Florida and focuses heavily on teams it holds the broadcast rights to, like the Lightning and Magic.

Fox Sports Net's report, meanwhile, is news-oriented and places a priority on Florida's three NFL teams, even though it has no official affiliation with them. Its three full-time reporters are based in Jacksonville, Miami and Tampa -- where Sage Steele, formerly a reporter for Channel 28, reports on the Bucs and others she has covered for more than two years.

Producer Andy Ritter sends the three anywhere in the state to cover breaking news, and the station almost always interrupts programming to cover news conferences of big events.

Regional Sports Report sometimes flows better than Florida Sports News, which ends up filling its hour with national scores and highlights.

"I think a half hour is the perfect amount of time," Ritter said. "We're not the Florida regional/national report. We don't have national news in our show. ... (But) eventually going to an hour could be a good thing, especially during football season."

Regional Sports Report begins at 11, which is trouble if you are in the habit of watching SportsCenter. Plus, hosts Ned Smith and Keith Lebowitz are based in Dallas because they share a studio with that area's Regional Sports Report. It's not evident to the viewer, but Ritter said it makes logistics more difficult. That ultimately could make the product suffer.

Ratings for both shows fluctuate, and each is trying to establish an audience. Liberatore said he is tinkering with the idea of producing two versions of Florida Sports News, one for northern Florida (which would include Tampa-St. Petersburg) and one for the south. Ritter said Regional Sports Report could move to 10 p.m. soon, a spot occupied by Fox Sports Net's hourlong national report.

The challenge for both shows is to keep people interested. Selling the Tampa Bay Lightning to Miami viewers or the Miami Heat to Jacksonville viewers is next to impossible.

Sunshine could overcome that obstacle by splitting the broadcast, though that would cost more and the network already has tacked on a company name (Nextel) to its broadcast to raise funds. Regional Sports Report, meanwhile, is making its mark by being news-oriented, but a move to 10 would give it a boost.

Whether both would survive head-to-head competition is another matter.

FINAL TALLY: This is merely a confirmation of what many Southeastern Conference football fans say they knew: First-year CBS sideline reporter Jill Arrington is the "Sexiest Sportscaster," at least according to a Playboy online poll that ended Jan. 12. The "prize" is an offer to pose in the magazine; Arrington has declined.

Arrington received 57,643 votes, ABC's Melissa Stark was second with 51,574, and NBC veteran Hannah Storm -- scheduled to give birth soon to her third child -- was third with 30,254. The poll drew controversy, not just because the networks apparently have increased their emphasis on youth and looks, but because some of the 10 women nominated reportedly made sure Playboy posted flattering pictures of them.

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