Days after learning that the CBC got the HNIC theme song negotiations so completely wrong, we learn that CTV has capitalized on the situation quickly and appropriately.
TSN.ca reports today that "CTV Inc., together with Copyright Music & Visuals, today announced that CTV Inc. has acquired all rights to 'The Hockey Theme' in perpetuity, preserving the song's legacy and ensuring it will be heard on national television for years to come. 'The Hockey Theme' song will now live on CTV Inc. properties TSN, RDS and across Canada on CTV during coverage of the upcoming Vancouver 2010 Olympics as outlined below."
In my opinion, this marks an incredible milestone for the company and perhaps hockey viewing as we know it in Canada. With TSN's recent announcement of a 6 year contract extension, their acquisition of this song, and everyone saying all of the perfect things to tug at the easily inflamed Canadian heartstring juxtaposed with Bob Cole on life support coming in about 6 seconds late on each goal scored during the clinching game of the Stanley Cup Finals and CBC apparently dropping the ball entirely, one has to think that today marks a momentum shift in Canadian hockey viewing.
When I read, "The song has a long and storied history in Canadian sports and has become ingrained in the hearts and minds of hockey fans across the country. It is an iconic tune, embraced by Canadians everywhere, and we felt it was imperative to save it. We know we will be in hockey forever, so there's no doubt this acquisition will create value for us," (as quoted on TSN.ca) and compare it to the CBC who apparently "forgot" their deadline for renegotiating their contract extension, I can't understand how one station is getting things so right at the same time as one doesn't seem to have a fucking clue.
And since I don't believe that people who do stupid things are always inherently stupid, I begin to wonder how/why this happened. Are the CBC really that ignorant of how their former HNIC theme song is perceived by Canadians? Or are they really so cheap as to not want to pay $500 per use? Finally, how in the hell do they seem to have so little in the way of a plan for HNIC moving forward?
And on the other side of the fence, kudos to CTV for saying all of the right things whether they believe them or not. Kudos to them for jumping on a rare opportunity to commit something of a hockey night coup. And finally, if they somehow orchestrated the deal in any way (through say, a pay-out to the mothercorp or a bribing of the old lady) then kudos to them for having the gumption to do so.
Yes, I used the word "gumption" today. Hurray for everyone.