CHSN's Comcast negotiations present urgent dilemma as fans' wrath grows

Comcast is accustomed to being yelled at, cursed at and thoroughly tongue-lashed. It delivers its customers internet, phone, TV and frustration. If you can reach a real person, Comcast is also good at deflecting your anger while continuing to take your money.

Chicago White Sox and Chicago Bulls owner Jerry Reinsdorf could probably run Comcast. It doesn’t seem far off from what those teams have given their fans lately. Reinsdorf was insulted in every possible way during the most recent White Sox season. His Bulls teams have irritated fans with their mediocrity for years.

It’s only fitting that Reinsdorf, as part owner of Chicago Sports Network (CHSN), is on the opposite side from Comcast in ongoing TV contract negotiations. They were seemingly made for each other. Neither side is likely to crack until it gets what it wants, and neither will mind the negative public relations hit that comes with lengthy negotiations.

But what about Danny Wirtz, the Chicago Blackhawks chairman and another part owner of CHSN? How much wrath from fans unable to watch his team’s games will he stomach?

Tuesday’s Blackhawks regular-season game was the third game broadcast on CHSN and was seen by a limited audience because CHSN has not locked up many carriage deals. With the Bulls’ Oct. 23 regular-season opener looming, the network has signed contracts with DirecTV, DirecTV Stream, U-verse TV and Astound TV. The network is also available for free over the air in Chicago and other regional markets. CHSN is negotiating with Fubo and Hulu, but it is not expecting carriage with YouTube TV.

Blackhawks fans have become more frustrated by the day. They’re not holding back on social media about Comcast, CHSN, Reinsdorf and Wirtz. In particular, Wirtz has been called cheap and drawn comparisons to his grandfather, Bill Wirtz, who was nicknamed “Dollar Bill” for his frugal ways.

To be fair, there is no indication that Wirtz is his grandfather. Wirtz seems willing to spend money. He purchased the AHL’s Rockford IceHogs and USHL’s Chicago Steel, has plans to add rinks to the Blackhawks’ practice facility and hired an entire analytics department on the Blackhawks hockey operations side. The Wirtz family certainly knows how to make money, but Danny doesn’t seem to be clutching pennies. He also seems to care what fans think of him. He doesn’t shelter himself from the public or media. Team sources say he’s well aware of what’s being said about him and CHSN, and it does bother him.

The Blackhawks are likely going to make just a portion of the money they did in the past by joining the Bulls and White Sox on CHSN. That’s the business reality of regional sports networks these days. A source close to the negotiations said CHSN has a “fundamental difference” with Comcast’s offer and wants to cost its viewers less money by refusing to accept Comcast’s offer to place the network on its highest-tier package. With more viewers on the middle tier, CHSN could benefit from more advertising revenue, so, of course, it’s not just about saving fans money. The Blackhawks, Bulls and White Sox were aired on the middle tier on their previous broadcast home, NBC Sports Chicago.

Now that the sides have drawn a line in the sand, what happens next?

Industry sources have indicated Comcast is unlikely to cave. Comcast didn’t budge with Bally Sports this summer. An agreement came only when Bally Sports accepted Comcast’s offer to be placed on its highest tier, which is called “Ultimate TV.” That deal included 15 regional sports networks. Comcast also put Root Sports Northwest, which broadcasts the Seattle Mariners, and Mid-Atlantic Sports Network (MASN), which broadcasts the Baltimore Orioles and Washington Nationals, on that tier in recent years.

CHSN’s argument, in part, points to now-defunct NBC Sports Chicago’s placement on Comcast’s middle tier, called “Popular TV.” Marquee Sports Network, which broadcasts the Chicago Cubs, is also on the middle tier.

None of this is expected to change Comcast’s mind. Bally Sports would be on the phone with Comcast instantly.

So, let’s lay out CHSN’s options.

It can accept Comcast’s offer and face the criticism that comes with that. That deal probably could have been made months ago. Talks have been going on for some time. By being placed on the top tier, CHSN would lose some of its potential audience. There’s a $20 difference between Comcast’s middle and top tiers, which some people would pay, begrudgingly or not, but not everyone would. But CHSN would be available to more viewers than it is now, and it would take Comcast’s subscribers out of limbo.

A Comcast deal would also allow CHSN to move forward with its direct-to-consumer product, providing viewers with another avenue to watch the network. When it launches, subscribing to stream directly from the network will probably cost around $20, just as Marquee does. Some of the people who subscribe to Comcast’s middle tier could go this route instead of upgrading their cable package. If you don’t want CHSN year-round, you can come and go with this subscription, too.

The other option for CHSN is to wait to see if Comcast blinks.

CHSN is hopeful a better deal is on the way. Reinsdorf and Wirtz have hired a lot of TV veterans to negotiate for them, and those people are still expressing optimism to their bosses. That’s ultimately why they’re still holding out. It is still early in the Blackhawks’ season, and the Bulls have a week before their first regular-season game. Maybe something will change over the coming week or weeks.

If it doesn’t, CHSN will have to go forward with its direct-to-consumer app at some point. CHSN would like to hear Comcast’s input on the pricing structure for the app, which is traditionally a part of these negotiations, but delaying the app too long doesn’t make sense or cents. The direct-to-consumer option will be welcomed by people who struggle with the over-the-air antenna option or are looking for convenience without paying for a full lineup of channels from another provider.

CHSN had a chance to win people over early and grow an audience. Despite how woeful the Blackhawks, Bulls and White Sox have been on the ice, court and field in recent years, they could have celebrated success with their new network’s rollout. Instead, they missed that opportunity. Now, CHSN is grouped with the teams’ failures. Instead of the free over-the-air option feeling like a bonus for fans looking to save money, for many fans, it’s become the only option — and an often unpleasant experience at that.

Plenty of people are smoothly and successfully watching games through a digital antenna, and more will join once CHSN finalizes over-the-air stations in various markets in and around Illinois. But there’s frustration with the network’s rollout, too, and those gripes are only going to get louder and more frequent the longer CHSN goes without a contract with Comcast. Fubo and Hulu are in that conversation, too. YouTube TV remains unlikely to carry CHSN due to YouTube TV’s disinterest in regional sports networks and the associated carriage fees.

At the Blackhawks’ home opener on Thursday, Wirtz will likely make his rounds at the United Center as usual. Fans are likely to ask about CHSN’s negotiations with Comcast. For that day, he may be able to express optimism and hope that a deal is coming. But in time, people will tune that out. Their opinion of Wirtz as an owner will be molded by what happens with CHSN.

On-ice success matters to fans, but being able to watch their team matters even more. If they can’t watch, Wirtz will face the kind of harsh criticism usually reserved for Reinsdorf and Comcast.

(Photo: Chase Agnello-Dean / NHLI via Getty Images)