ESPN is heading into it’s first season now in control of the NFL Network. The editorial boundaries of the two platforms continues to be debated in sports media with the NFL owning a 10% stake in ESPN. However, ESPN head of content Burke Magnus explained to The Varsity podcast that the league will not be investigated by NFL Network reporters.
What We Know: ESPN acquired NFL Network as part of a landmark deal granting the NFL a 10% equity stake in ESPN itself. That ownership dynamic raised immediate questions about editorial independence. ESPN head of content Burke Magnus will oversee NFL Network’s direction. He has been direct in acknowledging the differences in approach to journalism on both networks. Magnus clarified that the NFL Network will “not investigate” the league, while ESPN will continue to operate as normal. He also pushed back on any narrative that the NFL will influence any standards of investigative journalism at ESPN.
What They Said: Burke Magnus, ESPN Head of Content on the journalistic approach to ESPN compared to NFL Network: “We’re going to cover and report the NFL, it’s called the NFL Network. But we’re not going to investigate the NFL. We’ll leave that to what we do on the ESPN platform. The important part there is that the league has never discouraged us. It’s never been a conversation that we would in any way stop or alter what we’ve done historically in terms of our investigative journalism, or enterprise journalism at ESPN. Which from time to time we’ll delve into topics related to the NFL.
That’s going to be a balance that we’re going to have to communicate to people to understand. It hasn’t compromised in any way, shape or form what we do at ESPN. But at the same time, on the NFL network, as is the case with the SEC network and the ACC network. We’re going to report on the league. We’re going to cover the league, but we’re not going to investigate them if you gather the distinction I’m making.”
What Remains Unclear: The NFL’s 10% equity stake does continue to raise fair questions about long-term editorial pressure. Magnus insists no compromises have occurred. Still, how audiences and sports media outlets perceive that distinction remains an open question.
What It Means: When the NFL Network was under control of the league, of course the network was not in the business of investigating it’s ownership. However, with new oversight there was some questions leading into the new year whether or not that mantra would change. Also, how would ESPN operate moving forward now with 10% sold to the NFL itself. Magnus’ honesty about the approach is refreshing. He shows that he understands the questions that surround the acquisition leading to the oversight. This will be a discussion moving into the new league year when ESPN were to uncover an issue within the league to see if the staff all under ESPN control can abide by the approach.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
