Broadcast Sport speaks to WBD’s Scott Young about the strategy behind the move

TNT Sports

TNT Sports is bringing its Early Kick Off preview show to YouTube. 

The show will continue to air on the TNT Sports linear channel and HBO Max, while being simulcast on YouTube. It will also expand in volume, now airing before every TNT Sports Premier League fixture rather than only the Saturday 12:30pm kick offs - moving from its usual broadcast time of 11am for games that are on Fridays or other times. 

The 30-minute show aims to engage fans ahead of the Premier League weekend, and leads into TNT Sports’ main broadcast build-up for specific fixtures. The move to YouTube allows for the show to expand its remit, EVP of Warner Bros. Discovery Sports Europe Scott Young told Broadcast Sport: “The show can be broader than just focusing on the two teams about to play, which a traditional broadcast show doesn’t always have the licence to do. For example, the transfer window will be a hot topic this Saturday.”

It will also lean into the YouTube style of production, with hosts Olivia Buzaglo and Liam MacDevitt to take a, “cheeky, fun” tone and the opportunity for creators and other new talent to join the regular TNT pundits on air. Young said, “We are open to testing and learning throughout this season.” 

The first episode will be this Saturday at 11am, ahead of Hull City v Manchester United being shown by TNT at 12:30pm. 

The plan was first brought up towards the end of last season, after internal research at Warner Bros. Discovery saw an opportunity to engage football fans on other platforms. Separately, the BBC and ITV both experimented with putting match content on YouTube and TikTok during the World Cup this summer. 

There are currently no plans to bring in similar initiatives for TNT Sports’ FA Cup or European coverage, or with other sports, and Young says the broadcaster has, “no expectations,” for the success of the move. However, he did say that, “We’d love to see a new audience built up, and to be reaching out to those who are yet to connect with TNT.”

Early Kick Off is joining a large portfolio of content on the TNT Sports Football YouTube channel, which already includes features and segments from the broadcaster’s live coverage.