In its continued quest to become a major player in sports media, Amazon is in the beginning stages of developing studio programs in hopes of potentially having a full daily lineup, The Post has learned.
Amazon Prime Video, according to sources, has held substantive discussions with Embassy Row, the Sony television and digital production company that has created hits such as the NFL Network’s “Good Morning Football” and NBC Sports’ “Men in Blazers.”
There is no formal signed agreement between Amazon and Embassy Row, though all indications are the arrangement will be green-lit as the companies are already recruiting personalities for shows, according to sources. Amazon also is talking with other potential partners, though those are not known yet.
Embassy Row, whose president, Michael Davies, is one of the hosts of the soccer show “Men in Blazers,” usually centers its programs around “talent” before figuring out the formats. Sources said Amazon hopes to start with a morning show and have daily studio programs, though they indicated there could be audibles to its approach.
However it goes about it, Amazon is clearly challenging a space that is most prominently occupied by ESPN’s “Get Up” and “First Take” and FS1’s “Undisputed.”
While the makeup of the shows are still to be determined, Embassy Row’s style favors more frivolity than fiery takes.
Amazon is poised to be a potential sports media behemoth. It is not yet a full challenger to an entity like ESPN, but with its deep pockets and high aspirations, it is easy to see how it could be one day. It already has the full attention of legacy sports media executives, wondering what it has planned.
Next NFL season, Amazon Prime Video will become the exclusive home to “Thursday Night Football.” As The Post first reported in June, Amazon is hoping to center its main broadcast around the legendary play-by-player Al Michaels. It has a short list of potential analysts that includes Troy Aikman, Drew Brees and Cris Collinsworth. It could consider outside analyst candidates, as well.
Post Sports+ reported in September that Amazon could buy 49 percent of NFL Media, including the NFL Network. Amazon is one of the leading contenders to win the rights to NFL Sunday Ticket, which allows fans to watch their favorite out-of-town teams.
Internationally, Amazon Prime Video has become major players for top soccer events, like the Premier League. When the NBA rights come up after the 2024-25 season, Amazon could very well be a bidder.
Successful media nearly always start with a strong distribution chain combined with excellent content. Amazon can reach fans in a variety of ways. From Fire TV, its virtual assistant, Alexa, its live streaming service, Twitch, and social media channels, it has direct relationships with its customers.
Though it has not been discussed yet as far as we know, it seems plausible that a network such as YES — which Amazon has part ownership in — could be another place where these TV shows are available.
While networks such as ESPN and its direct-to-consumer service ESPN+ are trying to keep their cable business alive while adding subscriptions, Amazon is playing a different game.
It is trying to increase the value of Prime membership while getting customers to order more items. It has reported more than 200 million Prime members worldwide.
It is not yet the worldwide leader in sports, but it is using a strategy around football, both American and international, that makes it a potential major player, which it could already be classified as with its NFL contract that is for 12 years and is around $1 billion per season.
ESPN and Fox used the NFL to raise their networks’ profiles and worth, and NBC and CBS both rebounded after losing and regaining NFL rights over the last three decades.
The games are what will draw in the most viewers, but these studio shows are a major part of sports media platforms. And Amazon is preparing to compete even further.
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