Who Changed the Channel? Baseball, Cable and the End of an Era
I doubt that many people were watching late Sunday afternoon as the Atlanta Braves ended their disappointing season notching one final loss — and of those, only longtime Brave followers would have realized the significance of the moment. It was in fact the end of an era.
Sunday marked the end of a 30-year run that did much to change the nature of baseball on television and the relationship between baseball and cable television: TBS in Atlanta, one of the original superstations along with WGN in Chicago, will stop broadcasting Atlanta Braves games. This is part of the station’s national baseball strategy, which includes exclusive rights to broadcast all the playoff games leading up to the World Series.
There was great irony in the moment, as it was the very success of baseball on cable that ended the Braves reign at TBS, a reign that created Braves fans all across the United States as well as north and south of the border. The revolution succeeded and the revolutionaries have been eaten by their own offspring.
For those of us who have been witness to the entire 30-year epoch, it was a bittersweet moment. When I moved to Florida more than three decades ago, there was very little baseball on television — “The Game of the Week” and, for a time, “Monday Night Baseball” were all there was. The World Series came each October, but most daily baseball came via radio.
The massive Braves radio network blanketed the southeastern United States in the manner of King Cotton. A vast radio and television network had been one of the great inducements for the Braves ownership to leave Milwaukee and move baseball south of the Mason-Dixon Line.
Little did I know that renewing my membership as a Braves fan, which I could only do after Ted Turner replaced the previous ownership that sucker punched Milwaukee, would lead me to a cornucopia of Braves baseball.
Over the years, the small faithful ragtag band of Braves fans were transformed into a massive army of Braves fans spread all across the country, maybe even the globe, or wherever the SuperStation could be found on cable or satellite.
The man that the baseball owners called “Terrible Ted” may have been terrible to them, but to baseball fans in the vast wasteland that was without baseball, Turner was the Santa Claus of the Diamond. The fact that the Braves were most often a losing team didn’t matter one bit. It was baseball, it was our baseball, and we could see it frequently at first, and then nearly all the time, once Turner saw the money rolling into his cable empire.
In many ways the 30 years are a blur: So many games, so many days and nights, so many losses, and then, in recent years, so many wins. There were, of course, great moments. Hank Aaron’s chase of Babe Ruth involved a two-year countdown for Braves fans. With the Braves quickly out of pennant contention most seasons, Aaron’s quest became the touchstone of the SuperStation.
There were great players, entertaining players, at times producing false hopes. Among my favorites was Ralph Garr, the fireplug leadoff man. Dale Murphy arrived as a promising catcher, only to suffer from the inability to throw the ball back to the pitcher. We shared his agony and then rejoiced when he went to the outfield to become a bona fide all-star. Phil Niekro seemed as if he would pitch forever. He could dazzle with the dancing knuckleball. He could produce a train wreck when the knuckleball couldn’t find the strike zone and he had to bring his 75-mph fastball down the middle and turn the game into batting practice.
There were all those games played in near empty stadiums as season after season of futility seemed nearly pointless. But of course they never were pointless. They were the Braves playing, be it on a Wednesday afternoon or Saturday night, in Montreal or Atlanta. They played and we watched, and that is all that really mattered.
Taking us through all of this were the stalwarts of the TBS broadcast team. Pete Van Wieren, the professor, who for many years doubled as team traveling secretary, was steady and full of information, some of which at least seemed meaningful. Ernie Johnson Sr. was the baseball man. A former relief pitcher for the Milwaukee Braves, Johnson knew the game and the players and could tell those stories that were needed to fill lopsided games and rain delays. He had a wry sense of humor, often overlooked, and was a perfect set-up man for the comic-cynic Skip Caray.
Caray moved to Atlanta from St. Louis with the Hawks, and had learned his baseball from his father, the legendary Harry Caray. Skip served as a sharp-tongued critic, and seemed cynical about nearly everything and everybody, and he knew the game. He was the perfect voice for the post-Vietnam, post-Watergate era. The chemistry among these three was nearly perfect, and it would never quite be duplicated, although Skip and Joe Simpson had more than their share of great exchanges in recent years.
The first great change of fortune for the Braves came at the beginning of the 1982 season. Under Joe Torre they opened the season with 13 straight wins, drew hordes of fans to cable and became truly “America’s Team.” Soon the Braves began drawing crowds of Braves fans to National League parks across the country. With the arrival of the great pitching staffs of the 90s and the Jones boys, the Braves became consistent winners.
By then the TBS team was changing as well. The only unchanging fixture was Skip Caray, the unreconstructed voice of the past, whose continued cynicism and sharp wit never failed, even after Ted Turner’s departure and the arrival of the corporate suits from Time Warner and a dwindling number of games offered on TBS.
Now all of this has ended. TBS will no longer be the Braves flagship. The network will do a “Game of the Week” on Sundays as well as the first two rounds of the playoffs. Skip Caray has been passed over for the new TBS broadcast team in another tribute to corporate executive stupidity. And of course the TBS revolution inspired a legacy of baseball on every media venue.
For those of us who survived the 30-year run along with Skip there are great memories. All those one-liners and sharp comments will occasionally return, triggered by some incident in some game down the road. The Braves will still be on television in various cable incarnations, but the Braves on the SuperStation will be no more.
The baseball culture was enriched by TBS for those 30 years, and it will be poorer with its departure. But as Skip would have told us, that’s Progress?












yes, it is sad. I think we (the silent majority) still consider the Braves as “americas team”. just because the folks at TBS are leaving US does’nt mean that we are not still here. There’s thousands of us that will be tuning in to WGN when they play the cubbies. We will be watching SS and FSN and the local Fox outlet on the w/e.– we WILL get our Braves ‘fix’ even if its on AM radio!!
So, goodbye TBS, you just lost a large share of your listeners ’cause WE dont need you anymore.
Posted by Jim on October 3rd, 2007 at 9:27 am
What is truly sad here is that the TBS moves are just part of a process (also consider that rise, way above the inflation rate, of ticket prices) that is making sporting events less about being American pastimes — about being democratizing forces that bind us as a nation — and more about, of course, the almighty buck.
Yes, it’s going to be tougher to get Braves games across the country — but what’s even more disturbing is that it’s going to be difficult for many regular fans of baseball everywhere to watch the most important games — unless they have TBS, who has paid for exclusive rights to the playoffs and other game.
Not everyone has cable! As the Tribune story points out, TBS gaining exclusive rights is disenfranchising many people from baseball. Yeah, when someone trots out a number like 88% of households have access to TBS, it sounds impressive and well, that everyone has it. But 12% is a huge number.
Posted by gregory on October 3rd, 2007 at 12:00 pm
I don’t have cable, and don’t plan on getting it - I’d rather spend what I would spend on cable on dvds. I’m a native Atlantan and have been a Braves fan my entire life. I will miss watching them, but not enough to get cable.
Posted by Dave on October 3rd, 2007 at 1:50 pm
I am a 86 year old woman who was born in Americus, Georgia and the Braves have been my team as long as I can remember no matter where I have lived….
I will miss the Braves announcers especially Skip and Pete. Back in the Losing Days you never knew what those two would end up talking about. I remember one time they talked about Kill Devil Hills, North Carolina for what seemed forever.
I will flip channels for as long as I am able and hope I will find my Braves………..Thank you for the 30 years TBS………….
Posted by Corinne Lawrence on October 4th, 2007 at 5:06 pm