Sportscaster Reinvents Himself Online
Long-time sportscaster Len Berman, is a great example of an accomplished talent in traditional media who understands the upside of digital media. Berman was a 20-year staple on NBC’s Today Show, the recipient of eight Emmy Awards, and six-time winner of New York Sportscaster of the Year.
After leaving NBC last year, Berman launched www.ThatsSports.com, where he publishes a Top Five list every day of the most important “talkable” sports stories. Berman says he reports sports for the “average person.” Berman says on his site, “I always tailored my TV sportscast so that non-fans could understand it. Now, on a daily basis, I send out a daily cheat sheet so anyone can join the conversation.”
While it’s too long, and squished looking on the site, this is one of the best positioning statements I’ve read in some time:
I believe that counter to public belief, “non-sports fans” are in the majority. They are intimidated into thinking they are in the minority by the glut of sports networks, tabloids, and all sports radio stations. I firmly believe that non-sports fans do have a passing interest in what’s going on in sports, and that’s where I come in. I always tailored my TV sportscast so that non-fans could understand it and ended each by saying “..and That’s Sports”.
Now, on a daily basis, I send out a cheat sheet so anyone can join the “conversation.” It’s perfect for moms to talk with their kids about sports, and for women who are dating sports fanatics. It’ll enable anyone to not feel intimidated by the “sports know-it-alls” of the world. And most important, it’s fun.