Ask TSN president Stewart Johnston about his start at the network and heB次元官网网址檒l fire off specifics like it was yesterday.
B次元官网网址淚t was Feb. 10, 1997. I wore a full suit because I didnB次元官网网址檛 know what to do. It was a little embarrassing because I was so over-dressed relative to everybody who worked there,B次元官网网址� he said with a laugh. B次元官网网址淎s the junior intern coming in, I wanted to make a good impression.
B次元官网网址淚 stopped (wearing the suit) after one day. I was eyes wide open, certainly a little intimidated but ecstatic at the same time.B次元官网网址�
A suit is a mainstay now as Johnston approaches a full decade in his current position and over 22 years with the company. The Ottawa native also oversees Bell MediaB次元官网网址檚 national advertising sales and in-house creative agency.
A self-described B次元官网网址榮ports junkieB次元官网网址� as a youngster, Johnston followed his favourite sports by watching local sportscasts and reading magazines and newspapers.
B次元官网网址淚n 1984, TSN launches and it was a life-changer for me,B次元官网网址� he said. B次元官网网址淢y parents werenB次元官网网址檛 too thrilled with how much time I was spending on the couch.B次元官网网址�
He focused on business studies after high school and completed an honours degree at QueenB次元官网网址檚 University before trying his luck at TSN.
B次元官网网址淚 came to TSN and banged on the human resources door and said, B次元官网网址業 will do anything, please let me in.B次元官网网址橞次元官网网址� Johnston said. B次元官网网址淭hey gave me really a glorified intern job, maybe one of the most junior in the company. That was 1997 and it was magical to me. I loved every second of it.B次元官网网址�
He handled junior network scheduling in those early days, essentially taking content and mapping it out into a 24-hour schedule.
B次元官网网址淚 was just happy to be there and almost a little nervous, (thinking) that this canB次元官网网址檛 last,B次元官网网址� he said. B次元官网网址淚tB次元官网网址檚 too good to be true. ItB次元官网网址檚 been a lot of hard work and a lot of really lucky breaks. ItB次元官网网址檚 been a good run since then.B次元官网网址�
Johnston, who worked his way up via the programming side, now guides the networkB次元官网网址檚 television, radio and digital offerings from the CTV/TSN north campus headquarters.
His office is loaded with television screens and sports memorabilia. His booming pipes would make him a natural on radio if he ever decided to get on the mic.
B次元官网网址淚f thereB次元官网网址檚 one thing that I want to make sure IB次元官网网址檓 focused on, itB次元官网网址檚 managing the TSN brand,B次元官网网址� he said.
The networkB次元官网网址檚 plums include the CFL, NFL, Grand Slam tennis, Hockey Canada events, Season of Champions curling, golf majors and soccerB次元官网网址檚 World Cup. There are some NBA and MLB offerings as well along with auto racing, UFC, MLS, NCAA March Madness and other sports.
One of the biggest challenges of JohnstonB次元官网网址檚 tenure was when rival Sportsnet landed a 12-year, $5.23-billion media rights agreement with the NHL in 2013.
Hockey, of course, is king in Canada and while TSN still has some regional NHL broadcast rights, the deal was seismic in nature.
B次元官网网址淲hat we decided to do was build our entire programming schedule, our marketing messaging, our entire strategy around games of consequence,B次元官网网址� Johnston said. B次元官网网址淏readth and depth of content that delivers iconic moments.B次元官网网址�
TSN did score monster ratings with a couple generational moments this year with the Toronto RaptorsB次元官网网址� Game 6 victory over Golden State to win the NBA Finals (Sportsnet and TSN split the RaptorsB次元官网网址� schedule with their parent companies co-majority owners of the team). That was followed a few months later by Bianca AndreescuB次元官网网址檚 stunning run to a U.S. Open title and final victory over Serena Williams.
While both TSN and Sportsnet have had highs and lows on the ratings front, recent talk about their long-running rivalry always seems to shift back to the NHL deal.
Rogers executives have professed their love for the agreement, which has come at a time when Canadian teams have struggled to go deep in the playoffs. Critics have called the deal an albatross that has led to sweeping job cuts.
Looking back at that time, Johnston said communication was key at TSN. Staff members were told of the networkB次元官网网址檚 new strategy and future plans. On-air talent was re-signed and advised that hockey would be an B次元官网网址渁bsolute mainstayB次元官网网址� of the schedule going forward.
B次元官网网址淎fter we got word of the change in the NHL rights, we launched three new feeds to make five TSN feeds,B次元官网网址� Johnston said during a sitdown interview. B次元官网网址淭hat was within nine months. That all happened very quickly with an incredible amount of effort and creativity from the team here at TSN.
B次元官网网址淲hat that told the world is we werenB次元官网网址檛 shrinking, we were expanding and we were going to be aggressive. That was the first step in that new strategy.B次元官网网址�
Both networks feel theyB次元官网网址檙e on top and frame their messaging accordingly. Sportsnet calls itself CanadaB次元官网网址檚 No. 1 sports media brand while TSN calls itself CanadaB次元官网网址檚 sports leader. B次元官网网址 releases from both sides pump the tires on ratings, video starts on digital platforms and engagement on official social media accounts.
B次元官网网址淚B次元官网网址檇 say that what hasnB次元官网网址檛 changed is how competitive the team at TSN is from a frame of mind,B次元官网网址� Johnston said. B次元官网网址淲e want to win. No matter whoB次元官网网址檚 in front of us, we want to make sure that we come out on top and that we stay No. 1 and that weB次元官网网址檙e considered as the leading voice in sports in this country.B次元官网网址�
Other competitors have joined the fray in recent years. Twitter and YouTube have dabbled in sports broadcasting and DAZN Canada is in the domestic mix now too.
B次元官网网址淐ompetition is fierce,B次元官网网址� Johnston said. B次元官网网址滻t was fierce 10 years ago and itB次元官网网址檚 fierce again today. We have different players that we deal with but we feel very confident in our roster of sports.
B次元官网网址淲e have a lot of long-term contracts with key properties that make us feel very good about the future of TSN.B次元官网网址�
Gregory Strong, The Canadian Press
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