ESPN vows not to make Sam its big summer story
• Dan Caesar
http://www.stltoday.com/entertainme...cle_d385d048-056d-5452-9cd7-d48c9382b36a.html
Mid-summer is the slowest time in sports, with little going on other than baseball before football training camps open in late July. But even the early NFL practice sessions usually are mundane, with reports often focusing on human interest stories of players unlikely to even make the team.
So the beast that is the national sports broadcast media likes to find a story to pound into a major news event at a time of year when it has many hours of airtime to fill but little substantive material to discuss. There will be one sidelight this summer, World Cup soccer, but that monthlongevent ends July 13.
There will be plenty of holes to patch until college football plays its first games in late August, and no outlet takes the exploit-a-story approach more than ESPN — which, many summers, becomes the Exaggeration and Sensationalism Programming Network. Last year Peyton Manning’s return from major neck surgery to join the Denver Broncos was the hook. Other people covered ad nauseam in recent years include Tim Tebow’s run in the New York Jets camp, the lead-up to “The Decision’’ by LeBron James and Brett Favre’s comeback saga.
Now a majorsuch storyline is developing in St. Louis, with Michael Sam having been drafted by the Rams. This summer he will be the first openly gay player in an NFL camp. He already has created waves by agreeing to be the subject of a multi-part documentary series that is to air on Oprah Winfrey Network after saying his goal was merely to concentrate on football.
And if the turnout Tuesday at Rams Park for his introductory news conference is any indication, Sam is one of two leading candidates to be the designated “Story of the Summer’’ guy in the national sports media. The other is Johnny Manziel, who last week was drafted 22nd — 227 picks before Sam.
But unlike Sam, who did not talk to the media during his final season at the University of Missouri, Manziel was at the center of media attention all year for his actions on and off the field at Texas A&M. So he probably is the frontrunner to be the designated “guy” this summer, because the national sports media already has been force-feeding him to us since he won the Heisman Trophy a year and a half ago, becoming the first freshman to do so.
Seth Markman, who oversees ESPN’s NFL studio shows, emphatically said Sam won’t fill that role.
“No, no, definitely not,’’ he said this week. “We do a lot of NFL coverage in the summer, but we have to balance it and decide which team and which players to cover the most. Certainly he will be in our coverage plans, but there are a lot of big stories and a lot of players, significant rookies, and there are big teams.”
Still, expect see a lot of Sam coverage on ESPN.
“When he plays games — that is going to be significant for sure,’’ Markman said. “I think it’s a story line the American public is going to want to follow, and we owe it to them to follow that story line. But were not going to be (dwelling on) Michael Sam all summer.
“He’s a significant human interest story that touches more than NFL fans,’’ Markman added. “A much higher percentage of the general population is intrigued by the story and wants to see how he does. This is not going to be wall-to-wall coverage of every move he makes, every little thing. But he’ll get coverage ... higher than a normal seventh-round pick, but not an insane amount of coverage from this network.”
ESPN sent veteran reporter Bob Holtzman to cover the Sam news conference, and he agrees with Markman’s assessment of the network’s coverage plans.
“I don’t think we’ll see anything,’’ in terms of saturation coverage of Sam like there was for James, Favre and others, he said. “Certainly it’s a story everybody’s going to watch, but I’m not sure its going to be a daily update, ‘Michael Sam, is he going to make the team?’”
Markman added that Holtzman will not be the network’s designated Sam reporter, as Sal Paolantonio was with Tebow.
“A lot of our seasoned NFL reporters will check in from time to time,” he said. “We won’t make any assignments to any specific reporter owning the story.”
Holtzman, who is based in the Midwest, expects to be traveling after football starts, but not camped at Rams Park.
“I really think there’s a better chance of us being in Cleveland than here,’’ he said.
FOR OPENERS ...
There certainly was much interest Tuesday for Sam’s introduction. In addition to Holtzman, other national outlets represented included CNN, NBC, NFL Network and Fox Sports 1, plus Oprah’s network. People who have covered the Rams since they arrived in St. Louis said the turnout might have been the biggest ever, at least rivaling any for the Super Bowl runs in the early 1990s.
And Artis Twyman, the Rams’ communications director, said he thinks fan and media attendance will be up at camp this summer but does not expect an onslaught of out-of-town media outlets to be on hand constantly.
“I wouldn’t call it a crush, but we will get more people coming in than we usually would,’’ he said.
Twyman said he doesn’t expect to have to add to his staff or have assistance from the league to handle media requests. And although the presence of Sam figures to increase the workload for Twyman and the rest of the team’s public relations staff, he’s enjoying the historic moments.
“It’s good,’’ he said. “I think it’s good for football, it’s good for the St. Louis Rams and I think it’s good for Michael.’’
Rams chief operating officer Kevin Demoff said at the news conference that the Rams are ready.
“If you’re going to take a leadership position by drafting Michael, you have to expect the good and the bad,” he said before the controversy about the Oprah programming developed. “We’re prepared for it, and I think we’ll shine through it.”
The Rams’ organization received praise for how it handled Sam’s introduction.
“I thought it was very well coordinated,’’ said Holtzman, who has been with ESPN since 2000 and has covered many major events — but none quite like that. “I thought it was obvious how strong a leader (coach) Jeff Fisher is and how much discussion went into how they were going to do this.
“People like to use the term ‘media circus,’ but there was nothing circus-like about it. I think a lot of places it would have been, but I wasn’t surprised just because I have dealt with Fisher for years and that’s (the way he operates). He’s the boss.’’
Longtime St. Louis sports-talk radio host Howard Balzer, who has worked for ESPN and other national networks, expects things to remain smooth and without a lot of hullabaloo this summer.
“A lot of people say, ‘What a circus this will be,’ but there probably won’t be anybody (national) at rookie minicamp or at OTAs (optional practices), it probably will be just the local media,’’ said Balzer, who is on WQQX (1490 AM) from 9-11 a.m. weekdays. “I don’t think it will be near the insanity a lot of people are saying.”
WILL NFL 'KNOCK'?
The arrival of Sam would seem to make the Rams a prime candidate to be picked to appear this summer on “Hard Knocks,’’ HBO’s reality show that chronicles an NFL club’s progression through training camp. The program’s producers look for teams to volunteer to be on the series, but if there are no takers the league can force a club to allow the cameras to infiltrate its camp.
But the NFL has set up guidelines as to which teams it can mandate being on the show, and a club can opt out for any of these factors:
• It has been the “Hard Knocks” feature team in the last 10 years.
• It has a new head coach.
• It has made the playoffs at least once in the last two seasons.
That leaves eight teams, including the Rams, as candidates to be required to appear. The others are Arizona, Buffalo, Chicago, the New York Giants, Jacksonville, Oakland and Pittsburgh.
And none of those teams have a story line heading into the summer that will rival that of Sam. (Manziel’s team, Cleveland, has a new head coach so the Browns can’t be forced to participate.)
“As with any NFL Films production, (‘Hard Knocks’) looks for captivating story lines and compelling coaches and players — both veterans and rookies,’’ NFL vice president of communications Brian McCarthy said. “We believe all 32 clubs meet this criteria.”
He added that there is no timetable on when the team will be selected. Last year’s featured club, Cincinnati, wasn’t announced until June 17 — about a month before camp opened.