Local media exec replaces TV legend

It’s not easy to negotiate a $4 billion deal. It’s even harder to replace an industry legend.

But Mark Lazarus had to do both at the same time during a whirlwind 19 days after the Atlanta resident was named chairman of NBC Sports Group.

Mark Lazarus

Mark Lazarus

Lazarus, 48, was picked to replace TV heavyweight Dick Ebersol, who abruptly resigned in a contract dispute with new owner Comcast on May 19 after 22 years at the helm.

Talk about getting thrown into the fire. On June 7, the International Olympic Committee was scheduled to decide if NBC would win the rights to broadcast the Games until 2020 — or get dislodged by ESPN or Fox.

It was Ebersol who made NBC home of the Games since 1988. (He also co-created “Saturday Night Live.”) Would Lazarus be the guy who lost them?

“I’ve been through a lot of transitions in my career,” Lazarus told me recently, shortly before the movers came to empty his Buckhead home and take his furniture to Connecticut. “The key is to manage through them.”

Three years ago, as head of Turner Entertainment, Lazarus was on the losing end of a transition. His job, reporting directly to the CEO, was eliminated.

But this time, after working for Ebersol for just four months as head of NBC Sports’ cable unit, his career would take a promising turn at 30 Rock. Lazarus went from having a bit part in NBC’s Olympics bid to becoming a key actor.

He also had to grab the reins of a multifaceted media operation — from NBC Sports, Golf Channel and VERSUS, to 11 regional sports networks and a dozen websites — while simultaneously improving the network’s two-hour bid presentation to the IOC in Switzerland.

After getting the job on a Thursday, his methodical manner kicked in.

“I spent Thursday, Friday and Saturday focused on the [corporate] transition, calling everyone,” Lazarus said. “On Sunday, the Olympic team came in and … we started reformulating our pitch.”

A team of 20 worked overtime, including Comcast CEO Brian Roberts and NBCUniversal CEO Steve Burke. The June 7 pitch to the IOC, which detailed why it should pick NBC, was critical.

But what was even more important was the sealed bid quantifying what NBC was willing to pay. Execs tried to predict what the competitors would offer, throw in a little more — but not too much or they can lose money. (NBC lost $200 million during the 2010 Winter Games in Vancouver.)

NBC bid $4.38 billion to win the Games from 2014 to 2020. Fox bid $3.4 billion for the four Games, while ESPN bid $1.4 billion for 2014 and 2016.

As for next year’s Games, which NBC already had locked up, Lazarus is hopeful the recent riots in London will be a distant memory by then.

“We’ve had strong ad sales so far,” he said.

Not all of Lazarus’ early days have come with a victory. After 43 years of broadcasting Wimbledon, NBC lost it last month.

“At the end of the day, ESPN outbid us,” he said. “They are incredibly powerful and a formidable competitor.”

As he goes forward, Lazarus knows he’ll be facing many tough competitors.

“I’ll compete with anyone who wants our eyeballs,” he said.

A philosophy close to the legend’s heart.

– Henry Unger, The Biz Beat

8 comments Add your comment

K-Ster

August 23rd, 2011
6:32 am

Big Al

August 23rd, 2011
6:53 am

Great guy, nice story. He was great at CSE, not sure why Turner let him get away. Lots of idiots left behind running Turner stuff, judging by the Conan/Lopez disaster. Wish him well in NY!

Ova Rawls

August 23rd, 2011
8:35 am

How could we go wrong with Mark? He’s a country Feller with many good sayings and a biblical name. My favorite of his sayings is- “Clothes am lags ye skeester, you’re causin flies.”

barrel man

August 23rd, 2011
12:33 pm

Smart guy, outgoing, friendly, fair…doesn’t fit the current Turner executive mold of backstabbing, overspending, infighting, corporate jet-abusing and arrogance. The white haired short guy in NY is the biggest offender, guess Time Warner management doesn’t care. Sad. Their loss is CSE and now NBC’s gain.

Finally Back To Linking

August 24th, 2011
2:49 pm

[...] Unger of the Atlanta Journal-Constitution speaks with NBC Sports Chairman Mark Lazarus about replacing the former Emperor Dick [...]

STR

August 25th, 2011
7:55 am

Mark will do well wherever because he’s fair and his ego is in check. He’s a level headed thinker and willing to take risks. Atlanta will miss him!

tomk4795

August 26th, 2011
1:38 pm

Usually I do not read post on blogs, but I wish to say that this write-up very forced me to try and do so! Your writing style has been surprised me. Thanks, quite nice article.
ratetake.com

chloride

August 28th, 2011
7:24 pm

Eben pagan has released his new course guru blueprint and in this guru masterclass he teaches all that he has learn in his marketing career.
Check this website to know more about Eben pagan guru Master class..]Eben pagan guru blueprint
If you want to know more about the course you can follow the video on youtube about the guru blueprint..
Eben pagan guru blueprint
Eben pagan guru blueprint
Eben pagan guru blueprint

you can go here to find out more about the guru masterclass.. Eben pagan guru blueprint

You can learn much more about marketing by just listening to this guy talk. he is such an amazing personality. See as eben pagan releases his master class..
guru blueprint..