Versus to Revive the FoxTrack?

USA Today is reporting that Versus is looking into developing a puck tracking system for the 2009-2010 season. The term "puck tracking" automatically brings up memories of Fox's mid 90s experiment the FoxTrax. Fox Trax followed the puck with chips embedded inside the puck. Throughout the broadcast the puck glowed and grew a comet-like tail when shot. Fox's aim was true, but the FoxTrax was seen by many traditionalists as a gross perversion of protocol. Hopefully Versus is smart enough to forget about blazing blue trails in their pursuit to ensnare the larger audience.

This news got me thinking about what the NHL needs to do to attract new viewers?

1. Cement ties with a major network. Versus has done a great job thus far. I'm not going to argue with two games a week, but I'm willing to bet Versus is not on most people's favorite channel list. How many viewers popped on the former Outdoor Network to catch the end of the Bassmasters Invitational only to stick around for the Nashville/Columbus game? NBC has been giving us a game (or two) of the week but it is clear that the NHL is not a top priority. There's more discussion of Milo Ventimiglia's tattoos than the NHL in NBC board meetings. Go ahead, check NBC.com. Not one mention of the NHL. With back-to-back games on Saturday and Sunday there is not even an ad on NBCSports.com. The NHL needs to find a way to convince NBC to cater to them more or find a new home. Each option is easier said than done, but still both essential and possible.

2. Better marketing. Much like Rick DiPietro's judgment the overall marketing of hockey is getting better. Not great yet, but better. Hockey ad campaigns have not been on the cutting edge. Anybody remember "HEY! You're Joe Thornon."? Not exactly sleek and sexy. There have been great ads such as Nike's Kovalchuk vs. Naslund street war. The only problem was it was not shown in the US. So, cities in 24 out of 30 NHL cities did not see that ad. Crosby and Ovechkin give the NHL immense star power that should be capitalized on. Newer ads give us hope that the NHL and it's sponsors are putting thought and effort into their marketing.

3. HDTV When people ask about the difficulty of watching hockey on television the usual response is, "You really need to see a game live to get into it!" One game may do make a life-long fan, but one game may also bankrupt you. In a time when the economy is in a "slow-down" many people don't have $40 to spend on a sport they don't follow. The obvious answer would be to lower ticket prices. Good luck there. Thankfully, viable alternative to being at the arena may still be sitting on your couch. HDTV clear the crease for the new fan. Crisper picture gives the novice viewer an easier chance to follow the puck. Wider views bring more of the playing surface into view and Essentially, HDTV offers the next best thing to seeing a game live and with all broadcasts legal required to be digital by January 2009 HDTVs may become more prevalent in households.

4. Find the Middle Ground. In the past, nationally broadcast games have dumbed-down the game to the point where they assume every viewer needs to be informed that yes,the game is played on ice! Conversely, regional coverage has a tendency to talk over the heads of prospective fans. There has to be a middle ground that satisfies (or at least appeases) both sectors. If you feel the need to explain what a puck is then you better be telling the fan who has followed the Red Wings since Gordie Howe's rookie season a thing or two about vulcanized rubber that he did not already know.