Winter Classic Q&A with NHL's ‘247' architect

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A year after the NHL lockout ended, Commissioner Gary Bettman hired John Collins away from the NFL and entrusted him with the unenviable task of growing the leagues business ventures, particularly in the U.S.

As bad as the economy has been through the past two presidencies, under Collins, NHL revenues have grown 147 percent, while operating profits have risen 160 percent. No easy task.

Collins, 50, is also the man primarily responsible for the leagues unprecedented 10-year, 2 billion U.S. rights deal with NBC, which was a major reason why the NHL was named Sports Business Journals Sports League of the Year in 2010 and Collins was named Executive of the Year by American Business Awards.

To partner with HBOs wildly-successful 247 -- which Flyers fans have been enjoying for weeks now as a prelude to the Winter Classic -- was Collins brain child, an idea rooted in his years as a programming executive at NFL Films.

CSNPhilly.com caught up with Collins recently for a quick Q&A on this years Winter Classic at Citizens Bank Park between the Flyers and Rangers.

CSNPhilly: What do you attribute the growth of the Winter Classic to, in terms of a special event?

Collins: The atmosphere is incredible. Its the authenticity of outdoor hockey. Fans are given the opportunity to tailgate around a regular-season game. NBC provides a big event presentation through the production of their broadcast. The fans love it, players want to play in the Winter Classic, and sponsors want to be involved. Its a week longor in some casesmonth-long celebration of hockey. With alumni games, community skates and the "247" cameras following both teams leading up to the game, the Winter Classic grabs the attention of avid hockey fans and piques the interest of general sports fans.

CSNPhilly: What is it about this event makes it almost the NHLs version of the Super Bowl?

Collins: The Stanley Cup Final is our Super Bowl, but in just five years the Winter Classic has made its mark as an annual tradition on the North American sports calendarand that is rare for a regular-season game in any sport. One thing the Winter Classic has in common with the Super Bowl is that it is a celebration of the game and regardless of who your favorite team is, you still want to be a part of it.

CSNPhilly: What role has HBO's "247" played in making this event take off and making it more mainstream America, which is hard to do with hockey?

Collins: The HBO producers are among the best storytellers in television and there are always interesting storylines with our teams and players. HBO has been a great addition, not just for the Winter Classic, but also for hockey in general. It exposes the sport and our players to a new audience, while bringing our most passionate fans deeper into the game. There is no doubt that our players are some of the best guys in sports, and getting to see their personalities on a national stage is fun to watch. You never know who is going emerge as the breakout star of "247." They are warriors, and seeing what it takes day in and day out to be a professional hockey player makes for great TV.

CSNPhilly: What do the television ratings suggest?

Collins: HBO was very pleased with the ratings to last years first installment, which exceeded their expectations. Beyond ratings, the buzz around the show is strong. Awareness is high and people are consuming highlight clips and following the storylines online. Its a water-cooler show for hockey fans and becoming one for all sports fans.

CSNPhilly: Given last years nighttime audience, why not move the game to evening?

Collins: Last year was special under the lights, and its not something weve ruled out. Well continue to work with our broadcast partners and teams to see what windows are available. This event has definitely evolved over the yearsthis year the Winter Classic is on Jan. 2 for example. It could be at night in the future, but we also like our 1 p.m. time slot as well. It works well around New Years Day when big numbers of sports fans and families are watching TV.

CSNPhilly: Jan. 1 is a holiday, but people are back to work on Jan. 2. Do you project lost viewership given some people will still be working that day and unable to watch?

Collins: Jan. 2 is a holiday in the U.S. and Canada, so most people still have the day off.

CSNPhilly: What did the NHL and NBC learn from the 2003 Heritage Classic that was passed on to the Winter Classic?

Collins: Credit is really due to Patrick LaForge and the Oilers for executing the original outdoor NHL game. While pond hockey predates us all, what the Oilers accomplished with the Heritage Classic showed us the possibilities of how an event like this could drive huge interest from fans, players and sponsors alike. The Oilers had the original vision and did a great job executing the game in a way that made it memorable.

CSNPhilly: What has the Winter Classic done for NBC in terms of its national TV contract with games?

Collins: The Winter Classic had been a great launching pad for the NHL season on NBC for the past four years and NBC has done a great job with the production and storytelling of the game. And this year, though we started our national broadcasts on Thanksgiving Friday, VERSUS is flipping the switch to NBC Sports Network around the Winter Classic. It speaks volumes to their commitment to hockey.

CSNPhilly: Where does Comcasts influence fit in all of this?

Collins: Comcast is present through our broadcast partner and through the Flyers in this game. They are part of every discussion in some way or another, and have been great partners for the past seven years.

CSNPhilly: Any surprises in this year's telecast?

Collins: The biggest element of surprise with the Winter Classic is the unpredictability of the weather. Weve played the game in all kinds of conditions, which adds to the drama of the game. Well all find out on Jan. 2 whats in store for this years game.

E-mail Tim Panaccio at tpanotch@comcast.net.

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