MEDIA
globally and there’s a need for more provides an extra camera
content,” Leisure explained, setting at the home hole that stays
up a self-deprecating punch line. “I live. If there is no golf, then
don’t have to be a genius to sell the Hopfe fills the time with
PGA TOUR. It’s a great product that graphics and features.
is becoming more relevant in specific The presence of international
television crews and the print media
countries while remaining popular A programming challenge at events reflects the popularity of the
PGA TOUR worldwide.
in places where we have been for PGA TOUR Entertainment
some time. We continue to take it on also provides talent. Either John the magazine program, Inside the PGA
the road to relevant markets.” With Swantek or Joe Cowart, working from Tour and content from PGATOUR.
China’s economy and interest in golf a studio in St. Augustine, FL, offers com. They also provide the partners
growing, and with the Olympics on play-by-play commentary while the with promotional footage, be it 30-
the horizon in 2016, relevant markets network team is in break. Not all of second spots, monthly highlights
should multiply. the international partners accept promos of upcoming tournaments,
“We’ve seen some things happen in that audio feed; some have their player vignettes and features.
recent years, like the Olympics, that own announcers.
are good for the game, and what’s Whenever feasible, Hopfe will try Great value for partners
good for golf is good for the PGA to gear the enhanced feed towards International partners are getting
TOUR,” Leisure said. While Leisure an international player who’s playing a lot for their investment, and
is the point man in procurement, well. technology plays a role in that as
overseeing the delivery of the “We’re expanding the households, well. With digital signals, the quality
product is Greg Hopfe at PGA TOUR so the challenge is greater to make of the materials beamed via satellite
Entertainment (formerly PGA TOUR sure each of our clients is happy,” said doesn’t get degraded like an analog
Productions). You might think this Hopfe, who heads a team of eight that signal, making pictures in India and
couldn’t be too complicated; just pulls off this programming challenge elsewhere of high quality. That should
pipe the domestic television coverage every week. “If we have a chance to not be discounted; TV, after all, is a
through the satellites, call it a “World gear our coverage to a certain client— visual medium. The broadcast is
Feed,” and put your feet up while say if Y.E.Yang is playing well—we’ll sent in both standard definition and
sipping an Evian. do that. But we know we’re serving a high definition via a satellite station
lot of interests. We have to be a full- in Washington DC. The TOUR pays
Enhancing the production service organization.” the satellite costs and then bills its
Nice work if you can get it. But you To that end, PGA TOUR international clients an hourly rate.
can’t. Hopfe has to produce what is Entertainment offers more products. The bottom line is that the PGA
called an enhanced feed. This requires Each Sunday night, associate editor TOUR, with its global membership,
IMAGES
taking the network production and Jackie Petty and editor Art Butler continues to be a better and stronger
INGLIS/GETTY
adding bells and whistles, not to put together a 52-minute condensed sports property that is more attractive
PHIL
mention audio and graphics. program of that week’s tournament to a worldwide audience. That
TOUR;
Because international broadcasters that is shipped out to the global clients audience is getting the product in a
CONDON/PGA have fewer commercials, if any, there at noon EDT Monday for weekday better, cleaner and more entertaining
CHRIS
is time to fill when U.S. networks go to airings. Hopfe and his crew are always fashion. “It’s an exciting time for golf
BADZ,
AN break. The host network, be it NBC, looking at ways to repurpose and fans around the world,” says Leisure.
ST
©
CBS or GOLF CHANNEL, usually cross-promote materials, including Indeed, and that’s an easy sell. ■
220 PGA TOUR OFFICIAL ANNUAL 2010
www.pgatour.com
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