Yankees Entertainment & Sports Network is teaming up with cable operators to bring new meaning to the phrase, “stepping up to the dish.”
The regional sports network, which televises New York Yankees Major League Baseball games, is working with a number of affiliates in the Northeast to help them develop creative for "win-back" campaigns aimed at customers who left cable for EchoStar Communications’ Dish Network.
Although the Yankees can be seen on MLB's national TV partners -- Fox, ESPN and TBS -- this season, as well as on WWOR-TV in New York, senior vice president of affiliate sales Matt Cacciato noted that YES is the "day-in, day-out" carrier of the Bronx Bombers, presenting 125 regular-season games and a spate of ancillary programming based on the American League East team.
Along those lines, creative for the win-back campaigns has centered on being able to watch Yankees stars Derek Jeter and Alex Rodriguez play regularly on YES, which has not yet been able to connect on a carriage deal with Dish.
YES' role in the win-back centers on helping the operators to develop the creative for their campaigns by supplying the club's marks and gaining approval from the team and agents for using the players' names and images. The operators are footing the bill for their varied media outlays.
For more on YES’ win-back efforts, please see Mike Reynolds’ story on page 76 of Monday’s issue of Multichannel News.