It’s no coincidence that you’re seeing more uniform interviews from NFL players this season. Here’s why: Last May, the NFL broadcast department sent a memo on the subject to the league’s CEOs, club presidents, general managers, head coaches and public relations directors. The memo outlined access changes for the NFL’s television partners following a review between the league and its media rights holders. The shared goal? To improve the game content that we as NFL viewers see.
The most important additions, according to the memo:
• In-game coach interviews for all games;
• Pregame player interviews for all games;
• Pre-match network coverage in the locker room;
• Preseason player interviews;
• Network cameras in the bus shelters.
Let me give you an example of how this has manifested itself for viewers so far. During the opening week broadcast between the Cincinnati Bengals and New England Patriots, CBS sideline reporter Evan Washburn interviewed Cincinnati quarterback Joe Burrow just before kickoff. Home clubs must make a high-profile player available in full uniform for pre-kick interviews as part of new broadcast access rules. (There are limits on the number of interviews each player does with a network during the season, so it’s not one player doing this every week.)
“It’s always different when you hear a player say things in his own voice,” said CBS Sports producer Ken Mack, who produces the CBS NFL team of Ian Eagle, Charles Davis and Washburn. “When Joe Burrow told Evan Washburn how he ‘got a little emotional yesterday’ in the moments before the Bengals opener, it felt like the crowd was getting closer to the player.”
“I got a little emotional yesterday, but I’m ready. I’m looking forward to it.”
Us @EvanWashburn caught up @Bengal QB Joe Burrow for his first game in almost 10 months pic.twitter.com/urkhZwGGpQ
— NFL on CBS 🏈 (@NFLonCBS) September 8, 2024
The new access policy says clubs must make the head coach or the offensive or defensive coordinator available for in-game interviews on camera. The time slots are agreed between each club and the television network prior to match day, and the home team has the first choice between the end of the first quarter, half-time or the end of the third quarter. There are limits to the number of questions each coach can receive (two) and where they take place.
Rob Hyland, executive producer of NBC “Sunday Night Football,” said his broadcast has benefited from the new access initiatives. Through the first three games of the season, SNF has interviewed Kansas City Chiefs quarterback Patrick Mahomes, Detroit Lions wide receiver Amon-Ra St. Brown and Houston Texans quarterback CJ Stroud prior to kickoff.
“We also had contact with every head coach, either at the beginning or at the end of halftime,” Hyland said. “One of the goals of Sunday Night Football is to take the viewer somewhere they’ve never been before. Having the opportunity to speak with a player or a head coach at halftime immediately before kickoff provides an additional layer of access for our audience that we believe adds to the overall viewing experience. Fans want to be as close as possible to the stars of the game.”
Jim Harbaugh handed out the blue collar shirts @chargers team to send a message.
Us @tracywolfson Derwin James spoke about it just before kick-off. pic.twitter.com/j4nIYplKA1
— NFL on CBS 🏈 (@NFLonCBS) September 8, 2024
You may also have seen footage of the locker room coverage before the match. This is also part of the new access agreement. According to the memo: “At the request of the television network, clubs must record and share with the television network at least 20 seconds of pre-game locker room footage or content at each game. The recording must take place between the end of the pre-match warm-up and 15 minutes before kick-off, with the Club having final approval for the footage to be broadcast.
There are many NFL game days where you will see complaints from viewers on social media about in-game interviews. The criticism usually revolves around the idea that coaches or players provide no insight or that little is gained from the responses. Of course, sometimes that is fair criticism. But there are times when viewers get the occasional gem and insight. That’s why the networks will always support this: it’s valuable to show your viewers that you have unique access to the key people participating in the event.
“If a coach gives your reporter (and by extension, your audience) insight into the team’s mentality at a crucial point in the game, it can be enlightening,” Mack said. “On that same Week 1 broadcast, Evan spoke with (New England coach) Jerod Mayo early in the second quarter as the Patriots faced a third-and-goal from the Cincinnati 4-yard line. The conversation pushed the game’s storyline forward. Mayo’s prediction of continued aggressive play was confirmed on the next play, as the Patriots scored a touchdown to take the lead.
Hyland added: “Why wouldn’t you want new information from the individuals who directly impact the game? Hearing from the coaches and players in the game is something we will continue to demonstrate. In the rare case where some feel that not much information has been gathered, body language and non-verbal cues during the interview can be very telling and contribute to the story of what is happening in the game.”
(Photo from Amazon “Thursday Night Football” sideline reporter Kaylee Hartung interviewing Buffalo Bills cornerback Ja’Marcus Ingram (left) and running back James Cook after their game last week: Cooper Neill / Getty Images)