I was surprised to see that the lead story on CBC’s The National last night was about the fight for the right to use the Hockey Night in Canada theme song. I started to get suspicious when the story concluded with by suggesting that proposed the CBC could run a contest to pick another theme song.
As a student of the negotiation process, I thought I smelled a BATNA (best alternative to a negotiated agreement). The theory suggests that if you have a good BATNA, let the other side know it! And if you have a medium such as the CBC network, let others know it, too.
At first blush this BATNA seems pretty good, but when you think of the branding equity built up 40 years in “da da da da dah,” you quickly realize that the best is not all that good. When I was in grade 5, the city of Ottawa ran a contest for a city song. The winner was a really good song called, if memory serves, “Ottawa, the place to be.” I can’t recall hearing it since, and a quarter century out, I could find no reference to this song today, which is no surprise.
The contest, should it happen, would no doubt generate a great new song, jingle, theme, etc. Reality TV has proven there is some real talent in the masses. As good as it could be, it would not replace branding imprint of the predecessor. As the market for spectator sports gains competition from the likes of soccer, especially, I think the CBC should hang onto all the HNIC equity it can.
Without knowing both sides it is impossible to comment on the bulk of the negotiation, but from the public declaration of a viable alternative, I would gather the CBC has made a calculated bet to pressure a deal. I hope they get it, and I hope they realize what’s at stake.
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