PGA TOUR and Bedrocket announce Skratch TV
Digital video property targets younger audience through social and mobile distribution
February 10, 2015
- February 10, 2015
- Skratch TV launched a social-platform beta during the Waste Management Phoenix Open. (Stan Badz/PGA TOUR)
PONTE VEDRA BEACH, Fla. – The PGA TOUR and Bedrocket announced a joint venture to launch golf’s first internet video network, Skratch TV. A digital platform for a golf-hungry community of creators, celebrities, pro athletes, and fans, Skratch TV will deliver custom content in a voice honed for the age of social networks. Skratch will feature daily golf video comprised of original and curated programming, PGA TOUR highlights, and special production from events. Overseen by the same management team that created and operates Network A, the leading action sports network, and built and launched the premier YouTube soccer destination, KickTV, for Major League Soccer, Skratch will operate out of Bedrocket’s New York offices.
“As younger fans find new ways to follow their favorite sports, it’s important to deliver great golf content to platforms that they use and in a voice that resonates with them,” said Tim Finchem, PGA TOUR Commissioner. “We believe Skratch TV will provide a tremendous new platform to effectively speak to this audience.”
“We couldn’t imagine a better partner than Bedrocket to help us build Skratch TV and reach a millennial audience,” added Rick Anderson, PGA TOUR Executive Vice President, Global Media. “Brian Bedol [CEO and founder of Bedrocket] and his team have created incredibly successful sports properties for both television and digital platforms, and understand how to build digital media brands better than anyone else in the industry.”
"We’re thrilled to partner with the PGA TOUR to build a first-of-its-kind media property targeting the millions of young golfers and fans who love the game—not to mention many of the most influential celebrities and athletes in the world," said Bedol. “It’s time this audience had its own place.”
Skratch recently launched a social-platform beta, in conjunction with the Waste Management Phoenix Open and the Farmers Insurance Open. Delivered natively across Facebook, Twitter, Snapchat, Vine, and YouTube, the preview was bolstered by rich cooperation with GoPro, Callaway, and Farmers, and featured top pros Rickie Fowler, Ryan Palmer, Patrick Reed, Keegan Bradley and others.
The National Golf Foundation approximates 6.2 million 18-34 golfers in the United States—a quarter of all US golfers. These players are avid, playing approximately 100 million rounds and spending over $5B on the sport annually. In addition, over 12 million more non-golfing Millennials are “very or somewhat interested” in the sport. As this vast generation falls deeper in love with golf, Skratch will tailor new ways to experience it. It will package the sport for the mobile-savvy, always-on, rapid-fire content consumer. Short attention span golf in a voice that echoes its users’ – whip-smart, funny, and a little bit brash.
Skratch TV will be overseen by Lee Bushkell as general manager, Stefan Van Engen, Bedrocket’s executive vice president of media properties, and Aaron Spielberg as director of programming. Bushkell’s prior roles at the PGA TOUR include vice president/general manager of PGA TOUR Digital and vice president of digital media sales. Van Engen oversaw Bedrocket’s launch of Kick TV, in partnership with Major League Soccer, and Network A, the world’s fastest growing action sports community. Spielberg was managing producer of original content at Major League Baseball.
Skratch TV will be built on Bedrocket’s proprietary, premium video channel platform, Boxxspring, enabling immediate access to an audience of tens of millions of mobile, desktop, and social video consumers.