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2015 MASN CREATIVE

Integrating fans and social media into tune-in messaging.

Online, mobile text and social media have enhanced and transformed the MASN brand.

During the 2014 baseball season MASNsports.com delivered: o 10,619,349 online sessions o 4,302,579 unique visitors o 23,672,495 page views

MASN mobile text alerts have proven, time and time again, their power to motivate audience tune-in, increasing in-game ratings by 20%, 30%, 40% - or more

MASN’s Facebook platforms have over 350,000 regular followers – and they are growing fast

MASN Twitter platforms grew by 30,000 during the 2014 season, connecting the network to players, fans and viewers

Over the past year, MASNFacebook “likes” have increased nearly 60%. MASN’s Facebook followers, by liking and sharing, have generated earned (aka “free”) media reaching an audience of millions.

One Facebook post, as the Orioles clinched the AL East, reached 1.3 million people

In the offseason, Facebook keeps fans connected to their teams and the network. During the 2014 winter meetings MASN’s Facebook posts: o Reached 1 million users o Delivered 3.4 million impressions

Early on, most marketers believed that Twitter was a tool for corporate “branding” (example: #MASNOrioles). We have found the opposite to be true. Twitter is about the moment. Put in the context of traditional marketing – Twitter is about recency, the same principle that focuses MASN’s media buys on day-of- game traffic radio. While Hashtag verbiage is about provoking a conversation – the same as creative copywriting.

According to the 2014 Nielsen Digital Consumer Report, 84% of smartphone and tablet owners today watch television with a second screen in hand.

There is no better example than MASN’s September/October 2014 Twitter-specific marketing campaign - #IBackTheBirds and #IBackTheNats. This hashtag headline, capitalizing on postseason momentum for both the Orioles and Nationals, was the fulcrum for MASN marketing on Twitter, Facebook, Instagram, online and on-air. The objective? Social and traditional marketing synergy/integration. The result? For the week of 9/29, #IBackTheBirds generated reach nearly equal to that of the Orioles hashtag, #We Won’t Stop. An RSN generating the impact equal to that of a Major League Baseball club? Proof that, in the social media world, integration rules the day.

* During the 2014 MLB Winter meetings, MASN’s Twitter channels generated nearly 1 million impressions. * During Game 1 of the 2014 World Series, 562,000 game-related tweets were sent. These tweets reached a unique audience of 7,210,000.

One creative strategy we will implement in 2015… Maximize synergies between MASN’s on-air promotional spots and MASN’s social platforms.

Incorporate series/game/player specific Twitter hashtags into tune-in advertising

Use these exact same hashtags for MASN Facebook, MASN Twitter and MASN Instagram messaging

The result? Stimulate the conversation. Maximize the conversation.

Adam Jones “Rob HR - Longoria” TV :15 (Music) Anncr: Adam Jones. TV Game call: Reaches up…Got it! Anncr: How many home runs robbed? TV Game call: Longoria can’t believe it! Anncr: Hashtag – Not Longoria Enough. Anncr: Orioles – Rays. Tomorrow at 1p on MASN HD.

#NotLongoriaEnuf

#AJBestsCC

Adam Jones “NYY - Sabathia” TV :15 (Music) Anncr: Adam Jones. TV Game call: This one is deep! Anncr: The Yankees bring out his best. TV Game call: Goodbye, home run. Anncr: Hashtag – A.J. bests C.C.. Anncr: Orioles – Yankees. Tomorrow at 6:30p on MASN HD.

#CubKiller

Anthony Rendon “Cub Killer” TV :15 (Music) Anncr: Anthony Rendon. TV Game call: Another hit for Rendon. Anncr: Loves Chicago pitching. TV Game call: See you later. Anncr: Hashtag – Cub Killer. Anncr: Nationals - Cubs. Tomorrow at 1p on MASN HD

Anthony Rendon “Put Outs” TV :15 (Music) Anncr: Anthony Rendon. TV Game call: Rendon will make the play! Anncr: Led third basemen in putouts. TV Game call: He gets ‘em! Anncr: Hashtag – Rendon rocks third. Anncr: Nationals - Phillies. Tomorrow at 6:30p on MASN HD.

#RendonRocks3B

CREATIVE BRIEF

Jeff Goodby (Goodby, Silverstein and Partners) created the famous, Clio award-winning "Billy Ball" campaign for the Oakland Athletics in the 1980's. In an interview in The SportsBusiness Journal, Goodby spoke about a specific conversation he had with Billy Martin during the production of the tv spots.

"I grew up a Red Sox fan, because my father was a Red Sox fan. And because my father hated the Yankees, I hated the Yankees, especially Billy Martin”. “And now, in one of life’s ironies, here I am working with Billy Martin”. When I related this story to Billy, he simply looked up at me and said, "Isn't baseball great!?"

Baseball is great. Former Yankee though he may be, Billy Martin’s quote/ sentiment does nicely capture the unique appeal of baseball in comparison to other sports. For as revered as the legends of the game are, the heroics of lesser-talented players are also an important part of baseball lore. Rick Dempsey, a career .230 hitter, batting .385 in the 1983 World Series, and winning the series’ Most Valuable Player Award. As are unexpected feats… Chris Davis pitching two scoreless innings for the Orioles against the Red Sox for a 17-inning victory.

“Davids” who conquer “Goliaths”… The Pirates (who beat the favored Yankees in the 1960 World Series), the Mets (who beat the favored Orioles in the 1969 World Series). Teams who exceed all expectations… The 2012 and 2014 Orioles. Baseball’s most-notable blunders… Bill Buckner’s gaffe at 1B, the Frank Robinson for Milt Pappas trade. As Billy Beane asks in the movie Moneyball, “How can you not be romantic about baseball?”

Storytelling, Not Just Stat-telling Our 2015 creative will showcase human interest/humorous/emotional stories.

Steve Pearce – who played in 600 minor league games before his breakout 2014 season with the O’s

Caleb Joseph – he contemplated quitting baseball, until Matt Wieters’ injury changed his fortunes

Tanner Roark – he may have failed in the Frontier League, but Tanner had the 2nd most wins of any Nats starter in 2014

Miguel Gonzalez - from the Mexican League to the big leagues to the best ERA (SPs) on the AL East Champion

Redemption Baseball is great at exposing strengths and weaknesses. That ball will find you and the situation will find you, and you get another opportunity. It's how you respond to adversity.

- Buck Showalter

Zach Britton – Banished from the starting rotation to the bullpen, he was given the chance to close

Drew Storen. He took the loss, when the Cardinals eliminated the Nats in 2012. Then, he lost his job. But in 2014, he won it back

The Orioles pitching staff. Not just unheralded, but derided by the sports press, ended 2014 with the third best ERA in the AL

Chris Davis. Will he rebound from his 2014 tribulations?

A Tale of Two Towns

Baltimore. Where million-dollar townhomes now are, steel furnaces and shipyards once were. Where the trendy restaurants and hotels of Harbor East now succeed, abandoned warehouses once stood. Where the tourist attractions of the Inner Harbor now reside, docks were once worked. The Orioles of the ‘50s, ‘60s and ‘70s, like Baltimore then, were blue collar. And proud. Between 1966 and 1983, the O’s averaged 95 wins a season. Those teams had Powell, Palmer and the Robinsons. But also guys named Pappas, Triandos and Drabowsky. And when the team moved from Memorial Stadium to Camden Yards, fans followed – three million a year.

A Tale of Two Teams Baseball struggled in Washington, D.C. From 1911 – 1960 only once did the team attract more than 1 million fans. In the 1950’s, game attendance was half the league average. Twenty-five times the Senators suffered 90+ loss seasons. The Nation’s Capital was “First in war, first in peace, last in the American League”. The original Washington Senators left D.C. after 1960. The second Senators left after 1971. For thirty-four years, there was no baseball in Washington. Not that baseball was flourishing in Charm City, where the Orioles averaged 92.5 losses in the seasons between 2001 and 2011.

Baseball Returns In 2012 everything changed. The Nationals won the NL East. The Orioles won a wildcard. Two seasons later, both teams won their divisions, with identical 96-66 won-loss records. Between 2012-2014 the Orioles and the Nationals combined for:

3 division championships

4 postseason appearances

9 Silver Sluggers

10 Gold Gloves

3 Manager of the Year awards

1 Rookie of the Year. Things had not only changed on field – they had changed in the stands.

And so do the fans. It started with a buzz. Behind home plate. Along the third and first base lines. In the upper decks. Then, it grew to a 120 decibel roar. In both stadiums. In each team’s home-town. Seas of fans wearing orange and black. Seas of fans wearing red. Call it “Magic.” Call it “Natitude.” It is baseball resurrected in both Baltimore and Washington, D.C. Our 2015 creative is about the renewed emotional connection between two teams, two towns and millions of fans. A passion for baseball which has fans in Baltimore and D.C., once again, shouting:

“This is the loudest crowd I’ve heard in sports,” TBS broadcaster Craig Sager on Baltimore crowd noise reaching 120 decibels during the ALDS.

Ain’t Baseball Great!

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Ain’t Baseball Great!?!

"Ain't" is an homage to long-time Baltimore broadcasting legend and Baseball Hall of Fame announcer Chuck Thompson*, who after every Orioles win would exclaim, "Ain't the beer cold!"

* Thompson called Washington Senators games from ‘57-‘60.

It is a phrase that continues to resonate with baseball fans on social media, and in the stands.

Right: One of many “Ain’t”/Thompson tweets posted during the baseball season.

Fan Personalized Tags The opportunity? Involve Orioles and Nationals fans in MASN on-air promos. In 2015, 30-second tune-in spots will end with a “button” featuring fans expressing their passion for baseball.

Fans @ Ballparks

Fans across MASN’s coverage area

Kids playing baseball

Local television/radio personalities

Celebrities from the area (example: Josh Charles, Ed Norton, etc.)

Minor league prospects @ nearby locales (Bowie, Potomac, etc.)

Ravens/Redskins/Capitals/Wizards players

Politicians/leaders

MASN talent

Orioles and Nationals players

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Social and Fan Integration (an example of how tune-in spot tags will work )

#SitDownBigPapi

Anncr: Hashtag – Sit down Big Papi.

Anncr: Orioles – Red Sox. Wednesday at 7:30 on MASN HD.

Fan/Kid: Ain’t baseball great!?

Making the Fan the Star Fan integration/participation will go beyond viewers appearing in promo tags. Engaging our social media platforms, we will reach out to O’s and Nats fans for:

CouchCam. A variation on fan photo of the day. We move participation from the stadium to the television room

Promo casting sessions

Fan-generated MASN promo ideas Using the hashtag #BaseballisBetter, we’ll solicit creative content – our fans/viewers own reasons “why baseball is better.” The best ideas submitted will be developed into MASN Orioles and MASN Nationals promo spots. Advertising that will be displayed online, on Facebook and, possibly, on-air.

The Spots (storyboards for a few select spots)

“Anthem” spots which cover the history and connection between two teams and their hometowns

Team/player spots – with an emphasis on emotional storytelling, and promoting the not so obvious stars on both teams.

Player Match-up Spots (PMUs) – how we promote specific games/series

Day-After-Game (DAG) spots – quick turnaround promos that promote next day games

MASN: “Ain’t Baseball Great” Orioles - Anthem TV :60 page#1

Music

Anncr: It was a blue collar team.

Old footage: 50’s/60’s Orioles.

Old footage: Montage. Baltimore in 50’s. Row homes. Factory workers coming off work. Old downtown.

Old footage: Old-time Orioles - Moe Drabowsky, Gus Triandos…

Anncr: For a blue collar town. Anncr: Guys named Moe, Gus…

Old footage: Boog Powell.

Old footage: Bethlehem Steel. Old footage: Boh Brewery.

Anncr: In a town that forged steel…

Anncr: … and brewed Boh.

Old footage: Memorial Stadium and its neighborhood environs (homes, etc.)

Anncr: The game…played in a quiet neighborhood.

Old footage: Memorial Stadium. Pat Santarone, Earl, tomato patch in LF corner.

Anncr: In a stadium with a tomato patch.

Anncr: …and Boog.

MASN: “Ain’t Baseball Great” Orioles - Anthem TV :60 page#2

Anncr: And a country boy cheering from section 34.

Old footage: Wild Bill Hagy and Section 34 fans.

Old footage: 60/70’s Orioles footage.

Old footage: 60/70’s Orioles footage. Frank Robinson HR.

Anncr: And the team? Anncr: They hit HR’s.

Old footage: 60/70’s Orioles footage. Brooks Robinson fielding.

Old footage: 60/70’s Orioles footage. Palmer pitching.

Old footage: World Series celebration.

Anncr: Pitched with passion.

Anncr: … And the town was proud.

New footage: “New” Baltimore. Harbor East. Construction.

Anncr: 45 years later, the city is transformed.

Old footage: ? (Or new stuff)

Anncr: Factories, shipyards and breweries…

Anncr: Flashed leather.

MASN: “Ain’t Baseball Great” Orioles - Anthem TV :60 page#3

Anncr: Replaced by towers… tourism… and high-tech.

New footage: Legg Mason. Inner Harbor. Interior: Ad.com? Similar H-tech. R2i?

Old footage: Old warehouse pre-stadium.

New footage: Camden Yards.

Anncr: And where warehouses once stood…

Anncr: A new place to play.

New footage: Machado, Jones, etc.

New footage: Buck Showalter. New footage: 2014 highlights.

Anncr: But a manager – 100% old school.

Anncr: … And this team? (Pause). They hit home runs. Flash leather. Pitch with passion.

New footage: Postseason fans.

Anncr: And, again, the town is proud.

TV Game Anncr: (highlight call) TV Game Anncr: (highlight call)

Footage: Fans Key: Ain’t Baseball Great

Anncr: Orioles on MASN. (Pause) Ain’t baseball great.

Anncr: New names on the jerseys.

MASN: “Ain’t Baseball Great” Nationals – First In… TV :30

Music

Anncr: First in war, first in peace…

Historic Footage: Washington DC in 40’s and 50’s. White House, Capitol, Congress in action. Presidents waving at crowds.

Historic footage: Washington Senators.

Shot footage: Fans wearing Nationals jerseys, hats, shirts. Juxtapose with Nats highlights.

Anncr: … last in the American League.

Anncr: That’s how fans used to describe baseball in Washington.

Shot footage: Nats fans watching TV – holding breath, then cheering. Juxtapose with Nats highlights.

Shot footage: Nationals on TV – home, bar, etc.

Highlight footage: Juxtaposed with fan footage @ stadium and watching television.

TV Anncr SOT: Strike 3. Game over! TV Anncr SOT: See you later! TV Anncr SOT: Nationals win!

Anncr: In 2014, this is how you describe Washington baseball.

Highlight footage: Juxtaposed with fan footage @ stadium and watching tv.

Anncr: First in wins. (Pause) First in the NL East.

Highlight footage: Key: Ain’t Baseball Great

Anncr: Nationals on MASN. (Pause) Ain’t baseball great!?

Anncr: Not today. (Pause). Not this team. (Pause) Not these fans.

MASN: “Ain’t Baseball Great” Ortiz versus Matusz TV :30

Music

Anncr: Big Papi.

Highlight footage: Ortiz Key: Big Papi

Highlight footage: Ortiz Key: 450 HRs

Highlight footage: Ortiz Key: 6 Silver Sluggers

Anncr: 450 (+) HRs. (Pause) 1500 (+) RBIs.

Anncr: 9-time All-Star. (Pause) 6 silver sluggers.

Highlight footage: Ortiz Key: World Series MVP

Highlight footage: Matusz pitching to Ortiz

Highlight footage: Ortiz strikes out

Highlight footage: Angry Ortiz Key: Mortal

Graphic tag: Ain’t Baseball Great.

Anncr: 3 World Series trophies. (Pause) World Series MVP. (Pause) Legend.

Anncr: But against Brian Matusz?

TV Game Anncr: Swing and miss. TV Game Anncr: Got ‘em looking. TV Game Anncr: Strike 3.

Anncr: Mere mortal.

Anncr: Orioles on MASN (Pause) Ain’t Baseball Great.

MASN: “Ain’t Baseball Great” Steve Pearce’s Opportunity TV :30

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Music

Anncr: At 31, you’ve played 622 games in the minors.

Orioles footage: Steve Pearce MiLB footage: Pearce in minor leagues.

MiLB footage: Pearce in minor leagues.

Footage: Pearce @ Houston, Pittsburgh, NYY.

Anncr: Places like Lynchburg, Altoona and Hickory.

Anncr: You’ve come up for several “cups of coffee”.

Possible footage: Pearce on bench. Pearce in minor leagues.

Orioles highlight: Pearce as Oriole. w/game calls.

Orioles highlight: Pearce as Oriole. Key: No Longer A Journeyman

Anncr: Then…opportunity.

TV Game Anncr: Goodbye, home run.

Anncr: You’re no longer a journeyman, Steve Pearce.

Orioles highlight: Orioles celebrate victory. Key: Final 2014 AL East standings.

Anncr: You’re a reason why the Birds are in the post-season.

TV Game Anncr: Orioles clinch the AL East!

Orioles highlight: Pearce as Oriole

Graphic animation: #AintBaseballGreat.

Anncr: Orioles on MASN. (Pause) Ain’t Baseball Great.

Anncr: Only to be sent down, traded or released.

MASN: “Ain’t Baseball Great” Delmon Young Postseason TV :30

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Music

Anncr: Four different teams.

Highlight footage: Delmon Young as a Minnesota Twin.

Highlight footage: Delmon Young as a Tampa Bay Ray. And as an Oriole.

Highlight footage: Delmon Young as a Detroit Tiger. And as an Oriole.

Anncr: Six consecutive postseasons.

TV Game Anncr: That ball is gone!

Anncr: Is it coincidence? (Pause) Luck?

Highlight footage: Delmon Young’s game-winning hit versus Tigers in ALDS

Highlight footage: Delmon Young highlights with four different teams.

Highlight footage: Delmon Young after RBI double in ALDS.

Anncr: Four different teams. (Pause) Six consecutive postseasons.

Anncr: How does that happen?

TV Game Anncr: Line drive. He’ll try to score. Safe!!

Highlight footage: Orioles celebration.

Anncr: According to Delmon, you “Keep your booty loose, go out and play.”

Highlight footage: Orioles ALDS celebration. Graphic animation: Ain’t Baseball Great.

Anncr: Orioles on MASN (Pause) Ain’t Baseball Great.

Anncr: Or simply…knowing how to be clutch?

TV Game Anncr: Oh, mercy. Delmon Young!

MASN: “Ain’t Baseball Great” Bryce Harper – Clown Question TV :30

Music

Anncr: They say he is too confident.

Anncr: They say he plays too hard.

TV Game Anncr: Harper takes a shot to the face.

Anncr: Too aggressive.

TV Game Anncr: He bangs up against the fence…

Highlight footage: Harper Graphic: Headlines from newspapers, blogs and magazines.

Highlight footage: Harper rounding bases at full speed.

Highlight footage: Harper hitting, fielding, scoring

Graphic tag: Ain’t Baseball Great.

Anncr: Too intense.

TV Game Anncr: That makes a statement!

Highlight footage: Bryce Harper Graphic: Headlines from newspapers, blogs and magazines.

Highlight footage: Harper sliding home.

Highlight footage: Harper crashing against OF wall.

Highlight footage: Harper making catches. Sliding hard into 2B.

Anncr: They say he takes too many chances.

TV Game Anncr: He makes the catch!

Anncr: Let me ask you this. (Pause) Who wants a player who holds back?

TV Game Anncr: See you later!

TV Game Anncr: Walk-off home run, Harper!

Anncr: That’s a clown question, bro!

MASN: “Ain’t Baseball Great” Nationals Beards TV page#1

Anncr: A season-changing shutout?

Highlight Footage: Doug Fister shutting out the Braves (Nats move into 1st place).

Highlight Footage: Fister and Nationals celebrating post-game.

Close-up: Doug Fister CU with beard. Graphic: (Beard)

SOT TV Anncr: The Nats are in first place.

Anncr: Is it the beard?

Highlight montage: Denard Span hitting his way to Nats season record.

Highlight montage: Denard Span celebrating hit. Graphic: (Beard)

Close-up: Span with beard. Graphic: ( )

SOT TV Anncr: That’ll fall in!

Anncr: Is it the beard?

Highlight montage: Anthony Rendon hitting montage.

Anncr: A Silver Slugger in his second season.

SOT TV Anncr: Rendon will drive in a run.

Close-up: Rendon with beard. Graphic: (Beard)

Anncr: Is it the beard?

Anncr: The franchise record for hits.

MASN: “Ain’t Baseball Great” Nationals Beards TV page#2

Anncr: From the Frontier League to fifteen-game winner.

SOT TV Anncr: He paints the outside corner…

Highlight Footage: Tanner Roark pitching.

Close-up: Rendon with beard. Graphic: (Beard)

Highlight Footage: Last play in Zimmerman’s ho-hitter (Souza catch)

Anncr: Is it the beard?

Anncr: The catch that saved a no-hitter.

SOT TV Anncr: He caught it! It’s a no-hitter!

Close-up: Souza with beard. Graphic: (Beard)

Highlight montage: Nationals pitchers with beards: Strasburg, Gio, Thorton, Barrett, etc.

Highlights/Close-ups: Werth, Harper.

Anncr: The best E-R-A in the game.

SOT TV Anncr: Caught the corner.SOT TV Anncr: Strike 3. SOT TV Anncr: Overwhelming stuff.

Anncr: The walk-offs. (Pause) The win streak.

SOT TV Anncr: 10 wins in a row!

Fan: Bearded Nationals fans reactions cut into game highlight montage.

Anncr: NL East Champion.

SOT TV Anncr: Welcome to October, Nats fans!

Highlight footage: Nationals celebrating. Graphic Animation: Ain’t Baseball Great

Anncr: Yeah, it’s the beards.

Anncr: Is it the beard?

MASN: “Ain’t Baseball Great” Zimmermann No-hitter TV :30

Music

Anncr: Clemons never threw a no-hitter.

Highlight footage: Roger Clemens video and still photos

Highlight footage: Don Drysdale video and still photos

Highlight footage: Pedro Martinez video and still photos

Anncr: Drysdale never threw a no-hitter.

Anncr: Pedro? No.

Highlight footage: Steve Carlton and Whitey Ford stills and footage

Highlight footage: Grover Cleveland Alexander photos.

Highlight footage: Maddux, Smoltz, Glavine footage.

Anncr: Grover Cleveland Alexander won 373. (Pause) Not one a no-hitter.

Anncr: Maddux-Smoltz-Glavine? (Pause) Sorry.

Highlight footage: Jordan Zimmermann no-hitter.

Anncr: Gentlemen. Meet Jordan Zimmermann. And his no-hitter.

TV Game Anncr: He’s done it. It’s a no-hitter!

Highlight footage: Jordan Zimmermann. Fan reactions. Team celebrates. Graphic animation: Ain’t Baseball Great.

Anncr: Nationals on MASN (Pause) Ain’t Baseball Great.

Anncr: Carlton? Nope. (Pause) Whitey? Nada.

Tune-In Messaging

Tune-in advertising is the workhorse of MASN’s marketing efforts. “Ain’t Baseball Great” captures the reasons why fans love baseball; for their team, for their favorite players, for rival teams and players, for the stars of the game – and for the dramatic storylines only sports can provide. The PMU spots presented here promote key team/player match-ups. The DAG spots are quick turnaround promos that highlight a previous night’s win. Equally as important, tune-in creative has direct ties to MASN’s baseball image campaign – providing messaging continuity for the network.

MASN Player Match-Up: Nationals vs Padres TV :30

Music

Anncr: Ian Kennedy.

Highlight footage: Ian Kennedy pitching. Key: Ian Kennedy

Highlight footage: Nationals batter strikes out. Key: .146 BAA, .193 ERA versus Nationals

Highlight footage: Ian Desmond vs Padres Key: Ian Desmond

Anncr: Too nasty for the Nats.

TV Game Anncr: Swing and a miss.

Anncr: Ian Desmond.

Highlight footage: Desmond HR Key: .367BA vs San Diego in 2014

Highlight footage: Kennedy and Desmond Key: Ian-Vincible Key: Ian-Destructible

Split screen: Fan footage. Highlight footage. Key: #WhosYourPadre

Anncr: Ian-Vincible. (Pause) Versus Ian-Destructible.

TV Game Anncr: Nats get the “W”!

Anncr: Hashtag – Who’s your Padre?

Tune-in Tag

Anncr: Nationals – Padres. The series starts May 14th. On MASN.

Nats Fan “Button” Graphic animation: Ain’t Baseball Great.

Nationals Fan: Ain’t Baseball Great.

Anncr: Too Powerful for the Padres.

TV Game Anncr: See you later!

Player Match-Up: Orioles vs Tigers TV :30

Music

Anncr: Victor Martinez.

Anncr: Chris Tillman.

TV Game Anncr: Swings thru it. TV Game Anncr: Got’em looking.

Anncr: Boomstick. (Pause) Versus Broomstick.

TV Game Anncr: Tillman sets down the side!

Anncr: Hashtag – Tame The Tigers. Anncr: Orioles – Tigers. The series starts July 17th. On MASN 2.

Orioles Fan: Ain’t Baseball Great.

Anncr: Struck out 6, as the O’s swept the Tigers out of the playoffs.

Graphic: Detroit Highlight footage: Victor Martinez

Highlight footage: Victor Martinez Key: Victor Martinez Key: .310 BA, 10 HR, 44 RBI

Graphic: Orioles with lights Highlight footage: Chris Tillman

Anncr: Batters the Birds.

TV Game Anncr: Goodbye, home run.

Highlight footage: Tillman K’s Tigers. Key: Chris Tillman Key: 6 Ks. O’s Swept Detroit

Highlight footage: Martinez Highlight footage: Tillman Key: Boomstick vs Broomstick

Split screen: Fan footage/Highlight footage Key: #TameTheTigers

Tune-in tag: Orioles Fan “Button” Graphic animation: Ain’t Baseball Great.

MASN Day-After-Game: Orioles vs Yankees TV :30

Open: Stadium/sky animation. Key: Monday night.

Highlight footage: Davis homer. Graphics: Stadium animation. Key: Davis homered.

Highlight footage: 3rd inning rally. Graphics: Stadium animation. Key: Orioles Score 5 in 3rd Inning.

Scoreboard animation Key: Orioles 11 Key: Yankees 3

Music

Anncr: Monday night.

Anncr: Davis homered.

TV Game Anncr: Goodbye, home run! Chris Davis!

Anncr: The Birds scored 5 times in the 3rd.

TV Game Anncr: That will score another run!

Anncr: Next Up…

Anncr: The O’s aim to pull within one game of first place.

Scoreboard animation Logos: Orioles / Yankees Key: Next Up

Anncr: Will the Birds sweep the Bronx Bombers?

Anncr: Orioles – Yankees. Series finale. Wednesday at 6:30. On MASN. Be There.

Highlight footage: Orioles celebrating win over NYY.

Stadium animation Player Green screen: Matt Wieters Key: Will the Birds Sweep The Bombers?

Graphic tag: Orioles / Yankees tune-in info.

Anncr: And the O’s trounced the Yankees 11-3.

Memories Campaign Every current and former MLB player has incredible baseball-related, human-interest stories to relate – from heart-warming to comically hysterical. Be they about:

A “character” they played with in the major or minor leagues

Their first catch with Dad

People who were instrumental to their careers

The moment baseball changed everything

The reasons why they play/played/love baseball

The reasons why baseball is better/great The opportunity? Incorporate MASN’s key on-air talent (Rick Dempsey, Mike Bordick, Jim Palmer, Ray Knight, etc.) into MASN’s promo creative.

The Spots

What follows are “spec” scripts written for two of MASN’s on-air personalities, Jim Palmer and Rick Dempsey. The scripts are culled from interviews with Palmer and Dempsey, or from their published books. While there is significant source material for Rick and Jim, in most cases, this campaign will require in-person interviews (as well as shoot time) with talent, players, etc., to properly research script material. Timing and budget contraints may require this campaign to be produced in 2 phases:

Prototypes shot and aired in 2015

Full campaign deployed in 2016

Dempsey Memories “Trade” :30 Rick: I thought it was the worst day of my life. Traded from the Yankees to the Orioles. I didn’t play for three games. (Pause) Then there was the hotel key – and luggage incident. But the following day…I was in the line-up. And threw out three runners trying to steal. I thought it was the worst day of my life. It was the start to the best years in my career. Ain’t baseball great??!!

Dempsey Memories “2 Catchers” :30 Rick: Two catchers standing at home plate. (Pause) Myself. And the guy Earl sent in to replace me. I take off my gear – and throw it at Earl. Earl throws a helmet back at me. I hit the showers. (Pause) Earl follows. (Pause) I hit him with the shower. Years later, Earl’s wife, Marianna, laughed and said, “Yes, but he loved you.” The guy I fought with every day for 6 years?!! Ain’t baseball great?!

Dempsey Memories “1983” :30 Rick: Willie Stargell. And an improbable catch by Dave Parker – cost us the series in ’79. A loss on the last day of the season – cost us the pennant in ’82. But ’83. (Pause) Yes, Eddie hit 33. Scott won 18. Cal was MVP. But that season, that team was determined. We had come so close – twice. We won the World Series in ’83…with lessons learned in ’79 and ‘82. Ain’t Baseball great?!

Dempsey Memories “Stanhouse” :30 Rick: Closers are unique people. But Don Stanhouse was Stan the man most unusual. He was more likely to walk a batter – than strike him out. Allowed a hit an inning. Loaded the bases. Every ninth was a hire-wire act. No lead was too great. And he worked at a pace short of glacial. Earl nicknamed him “Fullpack”. Because Weaver went through a full pack of smokes when Stan was on the mound. But he saved 45 games for the O’s. Key: Ain’t baseball great!?

Palmer Memories “No Slams” :30 Jim: Here’s one irony of being a baseball pitcher. You must accept that you'll give up runs. The pitcher who gives up runs – one at a time – wins. The pitcher who gives them up – two, three and four at a time – loses. I’ve given up home runs – 303 of ‘em to be exact. I've given up moon shots that I admired like a fan. But the ones I admired were all solos. Key: Ain’t baseball great!?

Palmer Memories “Fastball” :30 Jim: The Big Red Machine. Johnny Bench. High fastball hitter. (Pause) Pete Rose. High fastball hitter. (Pause) Tony Perez. You get the idea. So, who does Earl start in Game 1 of the World Series? Not the curveball guy. Not the screwball guy. The fastball guy. Me. “Earl”, I say, “7 out of 8 of ‘em hit the fastball.” “Not your fastball”, he snarls. I pitched. We won. The game – and the series. Ain’t baseball great?

Palmer Memories “Hitters” :30 Jim: Rod Carew was always a tough out for me. George Brett hit three-forty. I struck out Jim Rice 24 times. He hit 9 homers off me. But Killabrew, Stargell, Colavito, Hrbek, Willie Randolph….all hit under 200. Then, there was Doug Griffin. A career two-forty batting average. He hit three-sixty off me. .500 one season. The baseball gods are fickle that way. Key: Ain’t baseball great!?

Palmer Memories “Earl the Softie” :30 Jim: A young pitcher came up from Double A. The O’s had a sport coat rule. And this kid didn’t have one. So, Earl bought the kid a suit. How do we know this? Mike Flanagan just happened to be there when Earl bought it. Well, as Flanny is leaving the store – Earl grabs him. “You tell anybody”, he says “I’ll release you.” That was Earl. Ain’t baseball great?!

Palmer/Dempsey “Tools” :45/:30 Rick (holding catchers gear): They call these the “tools of ignorance”? (Really?)

Jim (reacting): Here we go.

Rick: The guy who calls the pitches.

Jim: The ones I shook off?

Rick: Who turns ball 4 into strike 3.

Jim: So, you were pitching?

Rick: Keeps runners from advancing…

Jim: (reaction only)

Rick: Defends home plate.

Jim: OK, Rick.

Rick: He wears the “tools of ignorance”?

Jim: (laugh)

Rick: Don’t leave me hanging here, Jim…

Graphic/Key: Ain’t baseball great?!

Ain’t Baseball Great!

Creative developed by Dick Goggin