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Contact: Scott Richman
SVP & GM
MSG Interactive
(212) 465-6000
Dan David
Internet Marketing & Development Manager
MSG Interactive/ NY Rangers
(212) 465-6000
Josh Bernstein
VP Marketing & Communication
New York Islanders
[email protected]
(516) 501-6807
Team: New York Rangers & New York Islanders
Program Title: IslandersTV & New York Rangers On Demand
Objectives: At the start of the 2006-07 season, the New York Islanders, in conjunction with NeuLion, launched IslandersTV--their very own interactive online channel. They were the first NHL team to do so. Shortly after, on April 12, the New York Rangers also teamed up with NeuLion to release their own online television channel titled New York Rangers On Demand. The teams put out their respective channels as a way to reach out of market fans while creating a stronger sense of team involvement with their current ones. The channels also offer the potential of a new revenue stream.
Program Description: In the YouTube internet era, where videos and opinions are on-tap 24 hours a day with only the click of a button, the Rangers and Islanders have taken a giant leap forward in making good on this growing trend. Working with NeuLion, the teams have each created an interactive television channel for their fans, allowing their viewers  to play, pause, fast-forward, rewind, and stop the action on their screens. On top of that, the sites allow fans to upload their own videos, interact with each other in public forums, and view as many as five videos at once.
Since the New York Islanders launched IslandersTV on September 14, 2006, more than 11,000 subscribers. many from outside of the US, have signed up for a free trial. IslandersTV was first available exclusively to season ticket holders, but later was opened to the public.
Fans are able to access IslandersTV by simply filling out a basic form. Within seconds they are engulfed in all things Islanders. The site offers nearly 700 videos (about 180 hours), including archived highlights, one-on-ones with head coach Ted Nolan, interviews with GM Garth Snow, daily shows from each practice, off-ice coverage of players, and pre and post game interviews--with nearly all of the video footage being exclusive to IslandersTV.
"We were looking to give Islanders fans one place to get all things Islanders, and this place did not yet exist," said Islanders VP of Marketing and Communication Josh Bernstein. "With NeuLion, we were able to create IslandersTV as a way to give our fans access to the Islanders in ways they never been able to access the Islanders before."
To keep the site fresh, a staff of five have been hired by the Islanders to produce, manage, and publish all video content. Using mini-cameras, they film the practices and interview players, then edit the video on their laptops and immediately post it on the site, creating a nearly continuous stream of information and video.
The success of ITV soon led to the launch of New York Rangers On Demand. The Rangers coincided the launch of their site with that start of their opening round playoff series, and it was an immediate success. The Rangers reported over 41,000 videos viewed just 8 hours after the site's introduction.
Similar to ITV, Rangers On Demand is free to watch, but unlike the Islanders site, it does not require submission of a form to start viewing. Other unique features include archives of popular shows about the team from the MSG network, weekly trainer tips, highlights of the Ranger's AHL affiliate the Hartford Wolfpack, and often hilarious clips from Rangers super-fan Bobby Granger.
Media: While both teams have been pushing their channels through their websites, the national media has also taken notice. Newsday ran an article on IslandersTV on October 8 of 2006, while Sports Business Journal featured both teams' channels on April 27, 2007.
Partner: NeuLion builds private broadcasting networks that operate over the Internet. Its IPTV platform delivers streaming video or broadcast television to the TV, Web, or mobile devices.
 The Rangers and Islanders paid NeuLion an upfront design fee and pay a monthly operational fee. In return, all generated revenue is divided between NeuLion and the team, and the team receives content, subscription, and digital asset management, plus a billing system.
"We welcome the opportunity to work with other hockey clubs and bring this amazing service to their fans," says Chris Wagner, executive Vice President and Co-Founder of NeuLion. "As seen with the success of IslandersTV and Rangers On Demand, our IPTV service is a tremendous offering for any sports organization."
Results: Results for both channels have been exceptional so far. During the short period of the Rangers first two rounds of the playoffs, Rangers On Demand garnered more than 500,000 video clicks (each click corresponding to one video viewing), with viewers from 22 countries and 40 states. "The success we had with Rangers On Demand demonstrates the power of our fan base when you make available compelling, exclusive content in an easy to consume format. Marrying a great consumer experience with our advertising/brand partners as well as broadening our distribution platform offer us great opportunities to monetize this new platform," offered Scott Richman, SVP, GM of MSG Interactive. "We are thrilled working with Josh, Chris and the Neulion team on this exciting initiative."
Islanders TV also has reported success, showing that after just six months, fans had viewed over 600,000 videos and 17,000 hours of Islanders TV content.
"The New York Islanders couldn't be happier with the first season of IslandersTV," says Josh Bernstein. "In a short time, over 11,000 registered users have signed on, and the reception we are getting from our fan base has been nothing short of overwhelming. We have always looked at finding new ways to satisfy our passionate fans from all over the world, and have never found a better way than with IslandersTV."
Looking Ahead: Both the Islanders and Rangers have big plans for the future of their sites. The Rangers plan to launch an improved Rangers On Demand to allow for more user interactivity with each other while watching the videos. They also plan to include stronger search functionality and library of content archived.
The Islanders are making some additions as well. "The biggest challenge is keeping the site vibrant," says the Islanders' Bernstein. "We are looking to add one new piece of video every day of the off-season. So far we have been successful. On top of that, fans can look forward to our footage of Rookie Camp starting June 26, and video with our GM from the NHL Draft."
Fans of both teams have a lot to look forward to next season, but luckily for them, they'll have plenty of video content to keep their cravings satisfied until then.
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