The landscape of sports broadcasting in the United States is undergoing significant changes, particularly for fans of the NBA’s Denver Nuggets and the NHL’s Colorado Avalanche. With traditional pay-TV subscriptions on a decline, teams are exploring innovative ways to distribute their games. This season, Kroenke Sports & Entertainment—owned by influential sports magnate Stan Kroenke—has announced a strategic partnership with Tegna, a prominent broadcast station owner. The move not only aims to enhance viewer accessibility to the Nuggets’ and Avalanche’s games but also aligns with the broader trend of sports franchises seeking to reach fans who are distancing themselves from conventional cable packages.
Kroenke Sports & Entertainment will broadcast a total of 40 local games—20 from the Nuggets and 20 from the Avalanche—on Tegna’s over-the-air channels, including 9NEWS and My20. This initiative marks a crucial step forward, particularly for fans who have found themselves marginalized in the market due to the absence of Altitude Sports on major cable platforms since 2019. The two teams’ games have largely been confined to a select group of service providers, which alienated many enthusiastic viewers. With this new partnership, the idea is to reclaim fan interest and ensure that the games remain accessible to a diverse audience, regardless of their subscription services.
This shift toward local broadcasts reflects a growing recognition that sports viewership transcends the boundaries of traditional cable television. Fans are prioritizing flexibility and availability, making it essential for franchises to engage in more comprehensive broadcasting agreements. As Steve Smith, president of KSE Media Ventures, articulated, the goal is to maximize the exposure for both teams while ensuring fans can watch games “however they want.”
In addition to local broadcasts, Kroenke Sports & Entertainment is set to launch Altitude+, a direct-to-consumer streaming service scheduled for an October debut. For $19.95 per month, viewers within the Denver media market will gain access to all Nuggets and Avalanche games. This approach signifies not just a singular solution, but a forward-thinking acknowledgment of the changing consumption patterns in sports media. As traditional TV bundles are shedding subscribers, streaming services have emerged as a popular alternative, allowing fans to curate their viewing experiences without the burden of hefty cable packages.
Moreover, the move towards Altitude+ is indicative of a broader industry trend. Many franchises are increasingly recognizing that securing a streaming mechanism is vital to cater to tech-savvy fans who prefer flexibility over traditional viewing options. The efficiency of digital platforms allows teams to engage with their supporters in innovative manners, including social media integrations and interactive features that can enhance the viewing experience.
Despite the positive developments, the sports broadcasting landscape is not devoid of challenges. The long-standing battle between Altitude Sports and Comcast has left many fans frustrated. The station’s availability has remained complicated, as after a brief settlement earlier this year, the restoration of Altitude Sports on Comcast is still not part of the equation. This illustrates the struggles regional sports networks face in keeping up with the evolving digital space while also maintaining agreements with traditional pay-TV operators.
As seen with major players like Bally Sports, which recently faced bankruptcy protection, the industry is in flux. Teams such as the Dallas Stars and Anaheim Ducks have already taken proactive measures by exiting existing agreements in favor of more lucrative or accessible arrangements. The notable pivot towards local over-the-air broadcasts and new streaming options by franchises across both NBA and NHL—similar to what the Nuggets and Avalanche are doing with Tegna—is a crucial strategy for survival.
The future of sports broadcasting is certainly steering towards hybrid models that blend local broadcasts with flexible streaming services. This amalgamation will not only offer fans diverse ways to engage with their favorite teams, but it also provides franchises with the means to expand their reach and continue enticing audiences, albeit in a greatly changed marketplace.
Other large regional networks like the YES Network and MSG Networks have also recognized this trend, planning to launch streaming options this fall. However, they must proceed cautiously, as they often have existing contracts with distributors that they cannot undermine. The challenge lies in striking a balance between appealing to younger, digitally-savvy audiences while still relying on the revenue generated from traditional pay TV contracts.
As the new season approaches with a focus on innovation and accessibility, one thing is clear: the game of sports broadcasting is transforming, and teams like the Denver Nuggets and Colorado Avalanche are leading the charge into a more inclusive future for their passionate fanbase.