In Television Deals, NFL Plays by Its Own Rules

The National Football League has huge leverage over television networks, which are increasingly looking to the NFL to help fortify them against the rise of online video services, the stagnation of pay TV and other threats. "It's almost like the networks are afraid to say no to the NFL," says one senior TV executive. But the NFL plays by its own rules. As the deal for Thursday night games shows, power amassed by the NFL has emboldened the league to carve up new rights to games over and over in different ways, even when the losing network has done business with the league for decades. At the same time, NFL officials are launching or expanding numerous online efforts that could undercut traditional TV viewing.