A Brave New Offering For Gray Media in Atlanta | Radio & Television Business Report


At the dawn of cable television, the Atlanta Braves Major League Baseball team under the ownership of Ted Turner accomplished something few other sports teams had achieved — gaining a national audience for more than a simple “Game of the Week.”

With a “superstation” in WTBS-17, Turner brought Braves baseball in the Dale Murphy era — prior to its 1990s-era rise to the top of the National League — across America. Now, a different Channel 17 is poised to bring Braves games back to broadcast TV. This time, however, the effort is focused on the Atlanta DMA.

The team, which trades as “BATRA” and “BATRK” on Nasdaq, is partnering with Atlanta-headquartered Gray Media on a multi-year partnership that starts with the 2025 MLB season. It sees Gray-owned WPCH-17 “Peachtree TV” in Atlanta agree to simulcast 15 regular season games produced and aired by Diamond Sports Group-owned FanDuel Sports Network, the Braves’ rightsholder partner (formerly branded as Bally Sports).

The 15 regular season games will be spread across the season, and selected games will be announced at a later date.

Additionally, Gray will exclusively produce and air 10 Braves spring training games.

The deal will increase the reach of the selected games, providing a new way to watch Braves baseball for more than 15 million households, Gray says.

Gray will carry the Braves in 24 markets across six states of the Braves’ home television territory – one of the largest in professional sports – and this means, according to Gray, that more fans than ever before will have access to the games.

Outside of Atlanta, digital multicast networks Peachtree Sports Network (PSN), Palmetto Sports & Entertainment Network, the Tennessee Valley Sports & Entertainment Network, and portions of the Gulf Coast Sports & Entertainment Network will air the Braves games. Plus, a “select” number of games will air on some of Gray’s ABC, CBS, FOX, NBC, and CW affiliates outside of Atlanta, as illustrated below.

“We are thrilled to partner with Gray Media to offer our fans more opportunities to watch a simulcast of certain games and access our content all across the Southeast,” said Atlanta Braves President/CEO Derek Schiller. “This partnership makes Braves baseball even more accessible, allowing fans throughout Braves Country the ability to watch in a way that best suits them, whether that is on cable, local TV, or streaming.”

Hilton Howell Jr., the Chairman/CEO of what is publicly traded as Gray Television, commented, “Gray Media is thrilled to partner with the Atlanta Braves to bring baseball back to local broadcast television across the Southeast. We are proud to give Braves fans a new way to watch their favorite players and one of the best franchises in baseball history.”

Gray said it is working with the MLB club to develop ancillary programming to air outside of the MLB season. “Potentially featuring Braves players, coaches, and alumni, this additional content will expand opportunities for viewers to follow the team beyond live game coverage and connect with the Braves on a new level,” Gray said.

More information on the selected games as well as the additional content will be released prior to the start of the season.


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