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PGA TOUR TV NEGOTIATION TRANSLATOR

Aug. 15, 2005
Aug. 15, 2005

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Aug. 15, 2005

Sports Illustrated Bonus Section: Golf Plus
Catching Up With
SI Players: Life On and Off the Field
SI Players
Baseball
TRACK AND FIELD
PRO BASKETBALL
Inside Motor Sports
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COLLEGE FOOTBALL 2005
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PGA TOUR TV NEGOTIATION TRANSLATOR

Though he never went to business school, commissioner Tim Finchem often uses the jargon of the PGA Tour's corporate partners to let them know that he is on their wavelength. These translations will help you track the Tour's pending television contract negotiations. --Geoff Shackelford

This is an article from the Aug. 15, 2005 issue Original Layout

View this article in the original magazine

TERMTRANSLATION
ProductTour player (example: Tiger Woods or Tiger Woods)
BrandTattoo-free guys who don't use steroids
PlatformTour schedule, although used for other things too because it's cool to say platform
Synergy; synergizeSee second part of platform translation
Recontextualizing the platformMoving the Players Championship to May
Incentivizing synergy platformsLooking the other way on backdoor appearance fees
Branding the platformThose cheesy Drive to a Billion spots
Platforming the brandUsing the PGA Tour logo to save the Champions tour
Repurposing proactive initiativesPlaying the Tour Championship in September after a NASCAR-like points race
Platform fluidityWe'll shift events that Tiger never plays in to the fall and stick them on the Golf Channel
Harnessing the productTelling players that purses won't go up in 2007
UpsideTiger will be only 31 when the next contract begins
Traction with the networkDick Ebersol returned our call
No pushback from the networkDick Ebersol has not returned our call
EquityWe'll split TV production costs the way the NHL does (Use only when there's no pushback)
Cultivate C-level contactsMaybe the network CEO, CFO or COO will recall how much fun he had at the AT&T
LeverageWe won't insist that USA Network air PGA Tour Sunday
Reality on the groundWe'll do pretty much anything the networks want

 

COLOR PHOTOJOHN BIEVER (WOODS)COLOR PHOTOPGA TOUR (LOGO)COLOR PHOTOGEORGE TIEDEMANN/GT IMAGES (NASCAR)COLOR PHOTOJEMAL COUNTESS/WIREIMAGE.COM (EBERSOL)COLOR PHOTODAMIAN STROHMEYER (JIRI SLEGR)