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That’s a line some other companies are not willing to cross just yet. “There are certainly no plans to take bets on our platforms,” says Ilan Ben-Hanan, ESPN’s vice president of programming and scheduling. Adds Turner’s Funk: “I don’t see us being a betting operator of any sort.” NBCUniversal has been examining viewer behavior in New Jersey, a significant part of which is served by its NBC Sports Philadelphia, and believes “the market is going to be made up of more casual bettors,” says David Preschlack, president of NBC Sports Regional Networks and executive vice president of content strategy at NBC Sports Group. “We feel the big opportunity here is to use sports betting to raise the entertainment value of sports programming.” “Betting is almost the ultimate expression of interactive TV, which has always been positioned as the way to get people more involved with the programming.” Fox sees a chance to drive revenue through betting, says the person familiar with the matter, rather than simply running ads for other betting apps. Whether that means viewers of the pregame show to Fox’s “Thursday Night Football” can expect to see Michael Strahan talking about odds on that night’s contest remains to be seen. Missteps are possible. No one wants to return to the days when commercial time during TV matches was all but dominated by DraftKings and FanDuel. And networks may have to worry about their credibility. “There’s already an obscene amount of money involved in sports,” says Vertere’s Hanlon. “The arrival of easy gambling and sports betting is only going to add more money — and more ethical challenges ahead.” Part of the excitement surrounding the advent of betting is that it creates a new Wild West scenario around TV.
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