MLB Unveils New Replay Technology And Marketing Approach
Improved playback technology and an updated player-focused marketing strategy were among the notable changes unveiled Tuesday at the MLB Innovation and Fan Engagement Expo.
Like a television production truck, the extensive play area has workstations with referees assigned to two games at once, with a replay operator requiring about four to five weeks of training.
Once they spot a performance nearby, they alert another group who are watching isolated corners of the TV show.
“Our ability to get to every corner of the field allows us to go faster and faster every year,” said Jim Sensale, director of replays. "We're hoping to get a call before they even get to the headset."
In terms of feedback from current judges, Sensal said the feedback has been positive.
“Now they love it,” Sansal said. “They don't want to be in the papers because they made a mistake. They know they have a backup system and we will answer the call here and help them on the spot.”
The new look for the replay room was unveiled about two weeks after MLB struck a deal with Zoom Video Communications Inc. The referees on the field can view the middle of the replays to judge contested calls.
Another new feature in the playroom includes a limited number of streaming devices that can access Zoom videos judges watch on Apple TV+ and the MLB Network Showcase. The new technology may also be available for post-season broadcasts, where video from the stadium can be viewed on TV during Zoom broadcasts.
The new, faster pace of replay decision-making coincides with new initiatives that are reducing the average game time. The average spring training time this season is 26 minutes with 2 hours 35 minutes off.
This low time comes after MLB Fan Research respondents said they want to see games that are under three hours long and more events like doubles, triples, base steals and defensive plays.
"This study highlighted two very visceral themes," said Morgan Sword, MLB's executive vice president of baseball operations. “First, the fans want a faster pace of play. They want shorter games and better pace.
"And when I asked them an open-ended question about how long a baseball game should be, the immediate answer was 2 hours and 30 minutes."
The average time between strikes last year was nearly four minutes, according to Sword, and stolen bases increased nearly 50% during spring training.
"Players who can steal bases are great and we want more athletes on the roster and the fans want me in the game," Sword said.
MLB also unveiled several new commercials highlighting the rule changes, including one in which actor Bryan Cranston says "Shift This" in an ad to block the token sale. Another trait that Mets shortstop Daniel Vogelbach identified was his perception of stealing bases due to the shorter distance between bases.
MLB also held its first player marketing session in Arizona last month. Twenty-eight players from 13 teams took part in workshops that included lifestyle photo shoots, character-based content, and social media content capture.
"I think this was an opportunity for us to commit some resources and finally shed some light on our discussion of operations and relationships with players and their management," said Karen Timbon, MLB executive vice president and chief marketing officer.
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