The network swims the research waters, in search of findings big and small. After seeing softening ratings -- not to mention a proliferation of complaints in the ombudsman mailbag - in the 2009 season of "Monday Night Football," ESPN executive vice president Norby Williamson challenged the research group to "blow up the show" with an eye toward getting it back on track with the viewers.Bulgrin's group presided over endless hours of video sessions, poring over game tapes with viewers, listening to and chronicling feedback. Recommendations included: improve the chemistry of the talent, focus on the X's and O's and advance the technology available to present the telecast. ESPN subsequently brought Jon Gruden into the booth, along with Ron Jaworski and Mike Tirico, and tailored the broadcasts to favor in-depth analysis of the game's complexities.In the early years of MNF, with only three channels competing for audience attention, reaching out to the "casual fan" was central to the success of the program. In today's 500-channel universe, however, casual fans have too many other choices fighting for their attention. ESPN research concluded that the price of attracting such fans today was a watered-down telecast that risked alienating hard-core viewers. That realization led to a tighter, more focused broadcast in 2010, not to mention an increase in ratings … and a decrease in mailbag complaints.
If they truly believe that, then Dick Vitale should've been shown the door by now.
