"Every time I would see Tim, I would emphasize our interest," Manougian says. "There were so many casual conversations, a lot of, 'Wouldn't it be interesting if. . . .'"
Golf Channel's interest was a no-brainer, but for the Tour there was more potential downside, given that the networks that for years had televised its tournaments' first two rounds, ESPN and USA Network, each reach around that "universal" figure of 90 million households.
But golf was not a top priority for either channel, as each allotted only a two-hour window amid a variety of other programming. (Many golf fans came to loathe Walker: Texas Ranger because at six o'clock sharp, Eastern time, USA would cut to a rerun of the cheeseball Chuck Norris vehicle no matter what was happening on the course.)
In the late summer of 2005 negotiations heated up with the Tour. Golf Channel's biggest carrot was six hours of coverage a day, half of it live, with a replay in prime time.
"That was huge, just from the perspective of the fans," says Finchem. "To have a very consistent platform for the fan to find us week after week meant a lot, too. We already had a good programming relationship with Golf Channel through the Champions and Nationwide tours, and we knew a lot about their people and had a lot of respect for them. From the standpoint of production quality they made it quite clear they were willing to do whatever it takes, and we didn't doubt that. So when we got comfortable with the idea of an exclusive relationship, then it became, How do we build the platform together?"
This would require more than the traditional four-year deal.
"I'm not sure if there's much difference between 15 years or 12 or 10," says Manougian. "To increase our distribution, we obviously needed a long-term commitment from the Tour, but quite honestly, once you get past six or eight years you sort of say, Well, we might as well go for it now!"
The contract was announced on Jan. 11, 2006, in a conference call featuring Manougian, Finchem and execs from the other networks.
"It was a big secret within our company because up to that point the details were still being finalized," says Manougian.
The anniversary of the channel's first broadcast is Jan. 17, which it celebrates every year with a big barbecue on the back deck of its headquarters. This time, Manougian had scheduled the party a little early.
"Right from the conference call I walked out to personally address the company," he says. "Everyone erupted. They went crazy. Other than launching the network, it was the most fun, celebratory moment we've had as a company."
The Static
Outside golf channel headquarters the reaction to the deal was less euphoric, particularly among Tour players, whose livelihoods are directly affected by TV contracts. Fred Funk called it "shocking," adding, "How do you commit to 15 years when so much can happen in that time?"
In a widely circulated quote, Paul Azinger said, "You go into any restaurant or bar in America, and the TV is tuned to ESPN. It would have been better to give (the broadcast rights) away and have it carried on ESPN." (Never mind that Azinger was working for ESPN as an announcer at the time.)
The ESPN-at-the-bar argument is intoxicating, but dispassionate observers question its validity.
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