Tennis Channel’s New Boss Brings Amazon Tricks to the Court

Jeff Blackburn, who spent 24 years at Amazon building Prime Video and Amazon Music, left the tech giant to become CEO of Tennis Channel. He is a former high‑school tennis star who once gave up the sport to play football at Dartmouth, but he returned to the game while still at Amazon and now competes in team matches on weekends. Since Blackburn took over, viewership has risen sharply. The spring season is the most watched in the network’s history, and the clay‑court run to the French Open has seen record streaming sign‑ups. The channel’s coverage of tournaments like Indian Wells and the Miami Open has drawn larger audiences than some major‑tournament finals, and a recent live final in Monte Carlo ranked among the top three sports broadcasts of its time slot. In a recent interview, Blackburn explained how his Amazon experience shaped his strategy for Tennis Channel. He praised the company’s laser focus on tennis, comparing it to Amazon’s success in niche markets such as Audible and Whole Foods. He believes that concentrating on the sport allows Tennis Channel to deliver high‑quality content without spreading itself thin across many sports.The channel offers a flagship linear feed, a free FAST channel (Tennis Channel 2), and a subscription app that bundles all live matches, replays, and even Pickleball. Blackburn says the free channel acts like a “trial” that encourages viewers to upgrade for full access. The app is available on Roku and other platforms, though it is not yet part of premium subscription bundles. Blackburn also discussed growth beyond the four Grand Slam tournaments, which Tennis Channel does not currently own. He argues that 65 professional events per year—including “mini‑majors” like Indian Wells and Miami—provide ample content to attract a younger, more casual audience. He plans to keep expanding streaming reach while maintaining strong linear presence on cable. The network’s parent company, Sinclair, has remained supportive of Blackburn’s vision, even after a period of strategic review. With a growing fan base and a clear focus on tennis, Blackburn aims to keep Tennis Channel as the go‑to destination for fans worldwide.