Jason Walsh kind of nailed it.

During the recent launch of VICTORY+, a streaming network developed by the Dallas Stars in collaboration with “A Parent Media Co. Inc. (APMC),” the individual who has dedicated over twenty years to leading Stars television in various capacities was announced as the Chief Operating Officer. This new venture will transform the team’s content distribution from a paid service on Bally Sports Southwest to a free direct-to-consumer offering.

Walsh stated that it is somewhat revolutionary.

Walsh stated that this is the place where fans emerge victorious. He acknowledged the challenges they faced, such as enduring various inconveniences, dealing with distribution problems, and having to spend money on various aspects. However, he assured that those difficulties are now in the past. The primary objective moving forward is to fulfill fans’ desires and provide them with what they truly desire.

It would be amazing if things changed. Being a fan of the Stars has been incredibly frustrating due to the obstacles in the process. Bally Sports Southwest requires a subscription, which means spending money. Moreover, it wasn’t accessible through every cable provider, so you may have had to make changes to your account just to access it. Additionally, Bally Sports Southwest also broadcasted local games for the Dallas Mavericks and Texas Rangers, meaning that Stars fans were sometimes pushed to the second-tier Bally Extra, which was even harder to locate. Consequently, the team lost fans as simply watching a game became a burdensome task.

VICTORY+ offers fans the convenience of streaming content on their television, phone, or device, allowing them to enjoy Stars games and content from anywhere, completely free of charge. Following an agreement between the Stars and Diamond Sports Group, the team announced the launch of VICTORY+ as they severed ties with Bally Sports Southwest last Monday.

Your VICTORY+ Playbook: Answering Your Top Questions! #StreamFreeOnVictoryPlus #VictoryPlus #Questions #FreeSportsStreaming
Watch to learn more here: pic.twitter.com/EOmgt6odyP

— @victoryplustv (@victoryplustv) July 12, 2024

Stars CEO and President Brad Alberts expressed confidence in their actions amidst the regional sports network predicament. He emphasized that many sports teams have been compelled to explore alternative solutions. According to Alberts, their approach is highly promising as it allows people to access games without any cost or paywall restrictions, making the process straightforward.

In order to achieve this, the Stars must effectively manage game production, create extra content, and devise strategies to generate revenue from the broadcasts, compensating for the rights fees previously covered by Bally.

Alberts stated that serving a broadcast to their fans while maximizing reach and preserving broadcast quality and economic viability is a significant challenge. He emphasized that it has been their responsibility to devise solutions in order to effectively manage the team.

APMC entered the picture with their exclusive ad serving technology, which greatly impressed the Stars. This technology allowed them to generate revenue from the broadcasts without requiring their fans to pay a monthly subscription. APMC had already demonstrated its success with shows like Dude Perfect and other kids’ programs, making them well-prepared to venture into live sports. The timing for forming a partnership to create VICTORY+ couldn’t have been better.

Alberts mentioned that the process will require some time and kindly requested fans to remain patient.

Alberts emphasized the importance of taking a long-term perspective, stating, “To truly evaluate this, we need to consider the data from two complete seasons. Next season will be a valuable learning experience for us, and we will use that knowledge to make necessary adjustments. We will actively engage with our fans, seeking their feedback and working together to improve. By the end of two full years, we will have a comprehensive understanding of how well this model performs.”

The key decision was to bring Walsh on board at APMC to oversee the broadcast production.

After beginning his career with the Stars, the 49-year-old executive was later recruited by Fox Sports Southwest to assume the role of Executive Producer. In 2013, when the team underwent rebranding led by new owner Tom Gaglardi, Walsh played a crucial role in the development of the Victory Green color scheme and the creation of a fresh logo design.

Walsh explained that the knowledge obtained from such an experience is utilized. The objective was to consolidate numerous ideas and ensure everyone is aligned. Ultimately, a well-received product was developed, although not everyone may be satisfied. The current situation involves a similar process, but in a digital format.

Although there hasn’t been an official announcement, it is widely anticipated that the team will heavily rely on the talented production crew, who have won numerous Lone Star Emmys for their exceptional broadcast work. They will then make any necessary adjustments accordingly.

Walsh stated that they are shifting their thinking to focus on the core aspects. According to him, the game itself is fundamental, and they aim to provide fans with the same high-quality broadcast experience they are accustomed to. They are confident in their ability to achieve this quickly. Moreover, they are actively exploring ways to revamp their presentation and reconsider the structure of the broadcast day. They plan to incorporate live content alongside the game, which will offer a unique experience compared to the usual broadcasts.

According to Walsh, the streaming format provides limitless possibilities. Is it possible for them to introduce additional broadcasts with alternative perspectives, like a more relaxed conversational format on a separate channel? Can they incorporate a traditional broadcast alongside one that utilizes technology to emphasize players or puck location and provides real-time statistical analysis? Is there potential for them to create something entirely unique and innovative?

“It’s thrilling,” Walsh commented, “to start from the ground up. The whole process is enjoyable.”

The streaming network will be accessible for free worldwide on various devices. However, the live game broadcasts will continue to be restricted to the current four-state region of Texas, Oklahoma, Louisiana, and Arkansas, due to the NHL broadcast territory agreements in place for each area. The only games that won’t be accessible on VICTORY+ are the Stars games that are chosen for national broadcasts on ESPN or TNT.

The fans are having a great day.

There are numerous reasons why it is beneficial to seize the opportunity to present the product to a larger audience during a period of successful team performance.

Alberts emphasized the need for adaptation in the face of a changing world. He acknowledged the profound impact of cord cutting, noting that a considerable portion of our audience no longer relies on cable. Consequently, this presents an opportunity for us to appeal to a broader range of viewers. Alberts expressed confidence in our ability to succeed, believing that our plan is well thought out and has a strong chance of achieving our goals.