BY DC CUEVA
This weekend, the sports world will turn its attention to Super Bowl LIV when it takes place Sunday evening in Miami as it hosts the NFL's championship game for the 11th time. The National Football League's 100th season will culminate with the Kansas City Chiefs facing the San Francisco 49ers for its league championship, and a marquee quarterback matchup between Patrick Mahomes and Jimmy Garapalo. But the traditional hoopla that surrounds the biggest event in American sports has been somewhat subdued this time around, as it takes place a week after the tragic helicopter crash that prematurely took the life of NBA legend Kobe Bryant.
Broadcasting and producing the Super Bowl is the pinnacle for those who work in sports television in the world's largest media market and sports superpower. It is, by far, the most watched single day of the entire year in American television in terms of TV ratings and the number of viewers watching, as it brings together this country's favorite sport with stellar entertainment headlined by the halftime show, the always fascinating commercials that air during the game that go for millions of dollars for just a :30 spot, and so much more. And this year, the responsibility of that falls in the hands of the FOX network, televising this event for the ninth time in the history of the modern-day fourth broadcast network, whose stature in the media world comes because of a game-changing move.
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The next year, FOX's parent company, overseas tycoon Rupert Murdoch's News Corporation, ignited a power shift in television sports when they outbid CBS to take the rights it held for almost 40 years to the National Football Conference. As it has many of the franchises that have been in the NFL for decades and which are based in thirteen of the top 15 present-day TV markets, it is more prestigious than its American Conference counterparts. And the news of FOX putting CBS on the sidelines by their $1 billion wager sent shockwaves around the media world as it put the network that brought Bart Simpson to prominence on the map, and led to a number of affiliates of the Eye network to jump ship and join the fledgling network that, until then, was catered to a much younger audience.
When FOX Sports unveiled its plans for its inaugural season of NFL coverage in 1994 - the league's 75th anniversary season, it distributed a press guide to the media to outline the way it would televise the games. There, they promised to change the game in how fans got to see and hear their favorite sport, and it helped to change the way football was televised and whose innovations are now taken for granted a quarter of a century later.
The letter to the media that opened that booklet (pictured above with the hat of the network's present NFL logo - and give credit to me if you use it), written by Murdoch, Fox Television chairman Chase Carey and sports division president David Hill read the following:
"The NFL is both sport and religion to millions of Americans who plan their weekends around watching and cheering their favorite teams and players. Broadcasting the NFL has become a sport and religion to us at FOX. Pulling together the talent, executives, technical personnel and staff to put forth an exceptional product, which our predecessor honed over 38 years, has truly been a Herculean task. In football terms, one might compare it to seven months of two-a-day training camp sessions in Texas' July heat.
"We will be holding ourselves to our own criteria of excellence. Our belief is that we'll be become the benchmark to which others are compared. That's the challenge we've given ourselves, and the standard for which we strive. Same Game...New Attitude!"