
John Kelly, left, and Jamie Rivers are set to call the Blues’ games that will be televised on KMOV (Channel 4) and Matrix Midwest (Channel 32) beginning Saturday night.
The big television experiment is about to begin.
On Saturday night, for the first time in more than a decade and a half, a game on the Blues’ local television schedule will be shown over the air as KMOV (Channel 4) and its secondary Matrix Midwest outlet (Channel 32), carry the team’s home contest against Winnipeg.
This move is being made under terms of the team’s contract with cable’s FanDuel ÁñÁ«ÊÓƵ Network, the current name of what has been the club’s local telecaster since the 1990s, now emerging from bankruptcy. Blues ratings on that outlet have declined in each of the past three years and are on pace this season for an even lower finish. Key contributing factors are FanDuel’s distribution problems (a significant number of systems don’t carry it), the general decline of regional sports networks in this era of cord cutting and of course the team’s substandard play.
The contest at 6 p.m. Saturday is the first of two set to air on KMOV and three to be shown on Matrix over the next 4½ weeks as Blues officials gauge how a return to broadcast TV affects viewership. These games will give them an indication, albeit with a small sample size.
The telecasts will be produced by FanDuel, with its usual Blues personnel. They are working in conjunction with Trevor Nickerson, vice president and executive producer of the team-run Blue Note Productions.
“This is a new frontier,†Nickerson said. “A frontier born out of the uncertainty that the (regional sports network) world has gotten into over the last few years.â€
The last time a locally produced Blues telecast was on an over-the-air station was in the 2008-09 season, when KPLR (Channel 11) shared the package with what’s now FanDuel. The TV world has changed dramatically since then.
“Back then, you got the reach of KPLR and essentially that was it,†Nickerson said. “Now in addition to the reach of Channel 4 (and Matrix), there are ... all the cable and streaming systems they are on and the additional option of watching through the Victory+ streaming service, which will be carrying the games for free (they will not be streamed by FanDuel). “Virtually any connected TV will have access to these games†for free. “That probably hasn’t happened before in Blues history.â€
KMOV and Matrix Midwest are owned by Gray Media, whose local operations are run by JD Sosnoff. The stations have been heavily hyping the telecast, including this week running on-screen countdowns listing how long it is until game time as if it was the Super Bowl and not a regular-season NHL game. But he’s basking in the glow of bringing a team’s local production to free TV.
“I think there’s a giant need for that, and we are incredibly grateful to be the partners the Blues have chosen to work with,†Sosnoff said, adding that advertising is nearly sold out for the game Saturday.
By the numbers
While it has been a long time since the club has had one of its own telecasts on a broadcast TV station, a handful of regular-season games carried by national networks have been shown over the air in St. Louis in the ensuing years, and they regularly have drawn significantly better ratings than the local productions.
The last time Blues’ locally produced games were on broadcast TV, 16 years ago, they were seen in an average of 3% of the market, according to viewership tracking firm Nielsen. The only season they previously were on KMOV, 1996-97, the rating was 6.4.
“It will be interesting to see the results,†Sosnoff said. “We have the ability with those (KMOV and Matrix) signals to reach everyone in the St. Louis (market). Other (individual competitors) do not.â€
Several factors that could affect audience size: Although Saturday traditionally is the least-watched night for television, the weather is supposed to be cold, thus keeping more people at home than usual. The only other local sporting event going on at that time is City SC’s MLS opener, but that will be streamed behind the Apple TV+ paywall, thus significantly lessening the potential audience competing with hockey. Plus, there is the possibility that the goalies who started Thursday in the title game of the 4 Nations Face-Off tournament, the Blues’ Jordan Binnington (Canada) and Winnipeg’s Connor Hellebuyck (United States), will be playing Saturday. On the other side, Winnipeg isn’t a big traditional Blues rival despite having the most points in the NHL at this juncture.
Nickerson pointed out that a new Blues audience could develop.
“You might have people tuning in to this broadcast who haven’t tuned into a hockey game in years,†he said. “There’s going to be an audience that stumbles on this†because KMOV is in the rotation of stations they sample when channel surfing.
Another factor the Blues want to monitor is how these three games that Gray is showing (contests also on March 8 and 25) fare elsewhere. Gray also plans to carry the games over the air in numerous Midwest markets in which it has stations or has agreements with another operator, including Kansas City, Springfield, Columbia and Cape Girardeau in Missouri; Quincy and Peoria in Illinois; Topeka in Kansas; Davenport and Cedar Rapids in Iowa; and Evansville in Indiana.
Blues Chief Revenue and Marketing Office Steve Chapman has said that including those markets is “a major part†of the deal.
On the air
The actual game telecasts should be very similar to what Blues fans are accustomed to seeing on FanDuel, with John Kelly on play-by-play and Jamie Rivers providing analysis. Other than a few subtle tweaks, the most noticeable difference might be the introduction of a camera that specializes in capturing movement and providing close-ups.
“You can’t really blow it up for (just) three games,†Nickerson said of major revisions.
However, the pregame, between periods and postgame show has a bit of a makeover. Former Blues defenseman Chris Pronger has been added to the cast and will work with co-analyst Joey Vitale and host Scott Warmann. Pronger, who spent half his 18-season NHL career with the Blues and is a member of the Hockey Hall of Fame, won two Olympic gold medals with Canada. Vitale, a native St. Louisan who usually is the analyst on Blues radio broadcasts, sometimes moves to the TV side for studio commentary as is the case here.
They are expected to have a spirited discussion of the recent 4 Nations tournament in which the Canadians and Americans were set to play for the title on Thursday night. That is expected to be the first topic of conversation on Saturday’s TV pregame program that’s to begin at 5:30 p.m.
“We feel like coming into that show, it will be the top thing on everyone’s mind from the hockey community, Nickerson said, adding that Pronger will “add a little color, a little flavor and a little bite.â€
The pregame, between periods and postgame segments will be conducted from a set that is a little higher in Enterprise Center than the one used for FanDuel telecasts to “give a different perspective, a different vantage point, to mix it up a little bit and give us a bit of a fresh look,†Nickerson said.
He added that those portions of the telecast will be lighter than normal, more like an NHL or NBA studio show on TNT than a typical Blues hockey-centric show.
“Less X’s and O’s and a little more entertainment, more casual conversations than in-depth hockey talk,†he said.
In conclusion Sosnoff, the KMOV and Matrix executive, had a plea for those hoping to see games in coming seasons back on over-the-air TV.
“If fans want to see this continuing down the road, I hope they tune in,†he said.
Super Bowl slowdown
Nielsen, which tracks viewership of television programs, recently updated its system, leading to longer periods in which it posts final figures.
That applied to the recent Super Bowl, as the St. Louis ratings magnet Kansas City Chiefs made their third consecutive appearance in the NFL’s championship contest, and the viewership figures that finally have come in are a bit muddled.
As would be expected with the Chiefs being blown out (they trailed Philadelphia 24-0 at halftime and 34-0 in the third quarter en route to losing 40-22), the local TV rating was down over the previous two years.
Nielsen says 38.2% of the St. Louis market tuned in to Fox affiliate KTVI (Channel 2) for the telecast. Last year’s game (KC 25, San Francisco 22 in overtime) drew a 49.6 rating on KMOV. In 2023, the Chiefs’ 38-35 victory over Philadelphia was on KTVI and generated a 41.4 rating.
However, Fox also is including those who watched this year’s game via streaming in the figures it released and says that boosted the St. Louis audience to 46.1% of the market.
That sets up a bit of an apples-to-oranges situation when comparing ratings. Including streaming, STL ranked 18th nationally for this year’s game (which makes sense given the rout of the Chiefs) after being fourth last year and 10th two seasons ago.