Vice TV’s recent shift towards a sports-focused approach prominently features docuseries, including college basketball series centered around renowned coaches Rick Pitino and John Calipari, titled Calipari: Razor’s Edge (from Omaha Productions) and Pitino: Red Storm Rising (from WorkShop Content Studios). With Pitino’s St. John’s Red Storm and Calipari’s Arkansas Razorbacks both securing first-round NCAA Tournament victories, they are set to face off Saturday afternoon at 2:40 p.m. ET on CBS. Vice TV president Pete Gaffney expressed excitement over this outcome, which surpassed their expectations upon ordering the series.
“This is beyond my wildest dreams of how this was going to go. We could never have imagined it. I’m an optimist, but we never could have envisioned that these two teams we’re following would meet in the tournament. The entire team is thrilled about their matchup tomorrow. The only downside is one of them has to lose; ideally, they would have met in the final. Nonetheless, this is fantastic for both coaches, great for Vice, and beneficial as we expand our sports brand,” Gaffney remarked.
Gaffney noted that these two projects were chosen from a broad array of pitches and stood out due to the profiles of the coaches. “In our journey towards a stronger sports presence, we sought out a docuseries with a Hard Knocks-style format that would allow us to follow the teams throughout the season. We gauged interest from various production companies and honed in on both John Calipari and Rick Pitino.”
The decision to pursue two docuseries was both a challenge and an opportunity. “We didn’t enter this marketplace intending to create two shows. While it was risky, we saw it as a way to mitigate risk, not knowing which team would perform better. We were hopeful both would succeed, and as the season progressed, St. John’s truly stood out with a fantastic performance. Coach Cal has had a tougher season with some losing streaks, but he’s persevered, and we’re ecstatic to see both teams thriving,” Gaffney explained.
Both series center around the coaches, with their names prominently featured in the titles. Gaffney emphasized that the access and authenticity they provided were crucial for Vice’s approach. “When creating content, great stories and characters are essential. I ensured I met with both coaches before the season to confirm their willingness to participate and their authenticity in discussing challenges, allowing us into their locker rooms for a real and raw perspective.”
While other schools also presented appealing narratives, St. John’s and Arkansas were compelling due to the personal journeys of Calipari and Pitino as they pursued greater success for their teams. “They are two of the active coaches with the most wins in college basketball, a strong starting point for storytelling. We chose to focus on the dynamic narratives of both coaches: Calipari, coming from Kentucky, trying to elevate Arkansas, and St. John’s, which hasn’t claimed the Big East title in 25 years,” he noted.
Both series have already aired their original six episodes, which are available on-demand through Vice TV’s website and various streaming platforms like Philo and Hulu+Live TV. Additionally, Pitino: Red Storm Rising will re-air on Vice TV starting Friday night and Saturday morning at 10 p.m. ET, with a seventh episode scheduled for April 3 to cover the Red Storm’s NCAA Tournament journey. Gaffney indicated that the decision to extend either show was made a few weeks prior based on team performances at that time.
“As we were producing the shows, we had to decide whether to conclude them both after six episodes or extend one or both. St. John’s was rising in the ranks, while Arkansas was struggling a bit, which led us to conclude that extending the Pitino series was the more calculated risk. We had to be prudent with our budget and opted to leverage the show with the higher chances of going far in the tournament,” Gaffney added.
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Despite many college coaches being known for tightly controlled media images, Gaffney highlighted Pitino and Calipari as subjects willing to present a more authentic perspective. “Taking a chance on both of these shows was essential. Rick Pitino’s story has had its fluctuations, but we felt he embodied the ‘Vice-y’ spirit. We believe both coaches align well with our brand, and we’re extremely satisfied with how everything has unfolded thus far.”
Gaffney was optimistic about Vice TV’s transition towards a sports-centric identity, noting the positive response from the industry. “The pairing of sports and Vice has resonated well, confirming our initial vision. We’re receiving an enthusiastic response from creative professionals, which bodes well for our future.” He added that gauging success involves multiple metrics.
“In assessing our success, we consider several aspects: whether the creative community and talent want to work with us, which has proven to be a resounding yes; the quality of the content we produce, which we strive to make best in class; and the marketplace attention we garner for that content, which has been overwhelmingly positive,” he articulated.
Looking ahead, Gaffney envisions Vice TV becoming a larger player in the sports arena. “By attracting top talent, creating exceptional content, and gaining visibility in the sports world, we aim to expand our brand. We believe that as we build this foundation, the viewership will follow, and we’re pleased with the progress we’ve made to date.”
