Once called Roone Arledge, “only smarter,” the man behind ESPN Hollywood, Playmakers and Rush Limbaugh on Sunday NFL Countdown (and to be fair, Pardon the Interruption) has been hired by NFL Network.
Former ESPN Senior VP/Programming & Production Mark Shapiro has been hired as a consultant for NFL Network, an NFL spokesperson confirmed to Sports Business Daily. NFL Network will “[tap] into Shapiro’s programming acumen to improve the look and feel of NFL Network’s game-day presentation.”
Shapiro was the driving force behind ESPN’s focus on entertainment programming during the 2000s, overseeing ESPN Original Entertainment. During his watch, the network aired late night talk shows (Mohr Sports), reality shows (Beg, Borrow and Deal, I’d Do Anything, Dream Job), an Entertainment Tonight style program (ESPN Hollywood), several scripted dramas (Playmakers, Tilt) and several movies (3, The Junction Boys, etc). Many of the series flamed out within one year (or lasted barely longer than a year), with notable exceptions Pardon the Interruption and Around the Horn.
Some shows attracted the ire of the major sports leagues. NBA Commissioner David Stern questioned a proposed Dennis Rodman reality show in ’03, noting that the show, along with Playmakers and the Limbaugh hiring, were “not ESPN’s strongest moments.” Playmakers itself caused a major uproar among NFL officials and players before being canceled after one season.
Sports Business Daily (7/29/2010), Time Magazine (12/8/2003), Sports Business Daily (10/24/2003)
