The Ted Turner Saga | Part 3: The Atlanta Braves & The Sports TV Revolution

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The Ted Turner Saga | Part 3: The Atlanta Braves & The Sports TV Revolution

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Long before live sports dominated television and drove billions in media rights deals, the televised sports landscape was limited, local, and low-priority. In this episode, we explore how Ted Turner saw something no one else did: that sports weren’t just games — they were powerful, 162-game-long TV shows. And when he turned the worst team in baseball into a programming goldmine for his upstart UHF station, he didn’t just change his channel — he changed the entire business of sports. From the rise of color TV to the birth of cable, Ted Turner saw that sports could be more than entertainment — they could anchor an entire network. When he bought the Atlanta Braves, it wasn’t for wins; it was for airtime. He packed his station with baseball games, outrageous stunts, and a whole lot of personality, turning a last-place team into the South’s favorite pastime. Along the way, he redefined sports ownership, took on the league’s old guard, and helped lay the groundwork for the 24/7 sports era we live in today. This is the wild, unlikely story of how one media maverick turned a struggling team into a national phenomenon — and rewrote the rules of both television and sports in the process. More From Hi Barr Follow us on X + Instagram + YouTube + Linkedin Sign up for our newsletter Email us: contact@hibarrmedia.com Listen to Hi Barr’s You Had To Be There For business inquiries, please email: contact@hibarrmedia.com Credits Writing, research, and production by Web Barr. Artwork by Dylan Lathrop. Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Chapters (00:00): Opening Monologue (06:05): Factors in the Sports TV Revolution (18:00): TV Hurts Attendance? (22:20): Technology Improves Sports (32:30): Sports Labor Issues Begin (42:30): Ted's WTCG Gets The Braves (56:45): Ted Buys the Braves (1:05:31): Day 1 as Owner (1:19:00): Ted's Home Game Atmosphere (1:36:00): Role of a Sports Commissioner (1:40:06): Free Agency Begins (1:49:00): Channel 17 Andy Messersmith (1:54:50): Hank Aaron Home Run Race (2:00:00): 1976 World Series Party (2:09:14): Ted Suspended (2:22:00): Ted Turner Manages the Braves (2:37:00): Free Agency Frenzy (2:42:00): Satellite Expansion (2:52:00): Professional Sports Sources Books used in Episode 3. Get em here! The Big Time: How the 1970s Transformed Sports in America How to Watch Basketball Like a Genius: What Game Designers, Economists, Ballet Choreographers, and Theoretical Astrophysicists Reveal About the Greatest Game on Earth The New York Times (01/04/1977) It Ain't As Easy As It Looks: Ted Turner's Amazing Story Up All Night: Ted Turner, CNN, and the Birth of 24-Hour News Ted Turner Speaks: Insights From the World's Greatest Maverick Confessions of an Advertising Man Lead Follow or Get Out of the Way: The Story of Ted Turner Media Man: Ted Turner's Improbable Empire Clash of the Titans: How the Unbridled Ambition of Ted Turner and Rupert Murdoch Has Created Global Empires that Control What We Read & Watch Each Day Call Me Ted Cable Cowboy: John Malone and the rise of the modern cable-TV business Me and Ted Against the World: The Unauthorized Story of the Founding of CNN Tube of Plenty: The Evolution of American Television Learn more about your ad choices. Visit megaphone.fm/adchoices

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