MLS set to kick off today

League, Fox Soccer Channel strategically schedule nationally televised "MLS First Kick" doubleheader in direct competition with tonight's Elite Eight games. Many thanks, assholes...

Why?

Okay, do I think MLS should schedule around stuff like this on principle? Absolutely not. MLS is its on league, with its on sport, and it's trying to establish a foothold in a mostly apathetic American market. Yeah, they don't have to kowtow to anyone. If they've got the balls to pull someting like this, well, then they simply have huge balls. I almost admire them for it.

Do I think it would be wise to schedule around stuff like this? Definitely. But let's face it, there are a lot of folks that will simply never get into soccer in this country. That doesn't bother me, nor should it bother MLS, but then those aren't the viewers they'll be missing out on tonight.

Do I think there is a large segment of sports fans out there that are open to the product MLS has to offer and could be converted into full blown fans under the right circumstances? Certainly. That is the demographic MLS needs in order to establish itself as one of the premier professional sports organizations in the United States, if not the world. Unfortunately for MLS, tonight I'd be surprised if a single one of 'em tunes in long enough to register on a Nielsen box. They'll be watching CBS, as will I, for the most part, and my question to MLS is why? I don't know, maybe some of them will DVR or Tivo it or something, and then, of course, never get around to watching it. That's probably the best case scenario.

Don't I have a DVR, you ask? Yeah, I do, but I also have a rule: I don't DVR live sporting events. It's just not the same, and frankly I got tired of all the strange looks and puzzled stares. You get those when it looks like you're randomly, violently turning your head away from the screen every 10 minutes or so to avoid the ticker. I used to try the the "Hand Shield" method as well, but it yielded similar results. It's just not worth the effort.

Anyway, for those that are interested, and I'm sure "those" are many, FSC's "MLS First Kick" kicks off tonight at 7:30 with Houston vs New England (The Dynamo begin their quest for a 3rd straight MLS title). That's followed by the night's marquee showcase: David Beckham's/Landon Donovan's L.A. Galaxy taking on the Colorado Rapids. Maybe you'll catch it on Monday...