NBC to stream Sunday Night Football live

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NFL, NBC to Stream Games Live
NFL to Announce Monday that entire Sunday Night Football schedule to
be streamed online.
By Ben Grossman 

In a surprise move, the National Football League and NBC Sports are
expected to announce Monday that they will stream the entire Sunday
Night Football lineup online at both NFL.com and NBCSports.com.

It will mark the first time a complete NFL contest will be streamed
free-of-charge live in the United States. The streaming will be
delivered under the title “Sunday Night Football Extra.”

The live coverage on both Web sites will come from NBC’s television
coverage of its 17-game Sunday Night Football schedule.

It remains to be seen what the agreement will mean for the NFL’s
online strategy going forward. Prior to this, none of the NFL’s other
broadcast- or cable-television partners (Fox, CBS, ESPN) have been
able to stream games free-of-charge as part of their partnerships with
the league. The league informed those partners of the NBC deal in
recent weeks.

Some industry insiders wondered if this is the first step toward the
league eventually making all of its games available free-of-charge
online. That, however, would take some wrangling with DirecTV. The
service’s subscribers who purchase the additional out-of-market “NFL
Sunday Ticket” package can also view games online. But they must
subscribe to DirecTV, order the Sunday Ticket package (which retails
for about $269) and also order the “Superfan” upgrade (which costs
another $99).

The deal with NBC was called a “one-year experiment” by a source with
knowledge of the situation. NBC executives hope the “experiment” does
not cannibalize viewership of its $600 million-per-year package and
instead keeps more viewers around -- for instance, in the case of a
lopsided contest.

The streaming will not include the ads that run on NBC’s network
coverage. Instead, a separate package will be sold jointly by the NFL
and NBC. The Web presence also creates the opportunity for a
presenting sponsorship to be sold online, as well as other potential
sales elements.

Sunday Night Football Extra will contain a number of bonus features
available only online. Among them are expected to be additional camera
angles such as a dedicated camera following a star player, in-game
on-demand highlights and picture-in-picture capability.

NBC will also leverage its Football Night in America studio team to
bolster the online package, with the talent providing special in-game
studio updates. The package may also include a live blog featuring
both NBC and NFL Network talent.

The Sunday Night Football Extra online delivery will debut with NBC’s
season-opening telecast of the Washington Redskins-New York Giants
game Sept. 4 at 7 p.m. (EST).

Sunday Night Football?
September 4 is on Thursday this year.


They've been starting the season on a Thursday for about five years