Baseball has famously been extremely resistant to change.
I wonder how scary some of the future business fundamentals look to the owners that they are finally trying to address some of the massive problems in the sport?
Hopefully it is not too late as the demographics of the sport seem to get worse every year.
From a media optics standpoint, a big driver of change is the networks themselves. Every major American sport is beholden, at some level, to the massive TV contracts that they get. The NFL is a pro passing league because network suits wanted it to be a pro passing league.
There is a desire for "cost certainty" in terms of professional sports being broadcast. NBA games have that ridiculous last 15 seconds of the game clock turning into a half hour in air time because the refs and the league are expected to give viewers a certain product within a certain time frame and time limit. Longer and longer broadcast games dilutes the value of what you can charge for ads during commercial breaks.
When ABC was floundering and had a major worldwide hit in JJ Abram's Lost, the show actually would creep one minute into the next broadcast hour. The reason being that extra minute meant an extra minute of commercials, since the ad rate for showing your brand during Lost was very high. Then Abrams, Cuse and the rest were put under pressure to reduce the length of the "recap" that was at the front of each episode, then reduce the time spent on the opening "teaser", to again, massage more minutes to sell ad revenue.
Baseball can or cannot be fun to watch depending on the person and their background with sports, baseball and , to some degree, their age range. However what can't be argued is the average broadcasted baseball game is a time investment. A large one in current media reality.
If you want ratings success, you need to appeal to female viewership. They are also the major drivers of consumer purchases in the entire country.
Changing the game has some value to the networks.
You know what would drive up ratings and fan interest? If Taylor Swift had a long term boyfriend in MLB and couldn't stop gushing about him and being seen at games and around baseball related activities. Hailee Steinfeld. Ariana Grande. Zendaya. Do you know what the safe rule is for restaurants near high schools? The owner should be invested in figuring out who are the popular kids in school and get them to want to eat there. Where the popular kids go, the ones with the most social status, it leans into many of the rest of the kids.
The modern term is FOMO - Fear Of Missing Out.
From a marketing standpoint, it's not just game length, it's the lack of status around baseball and it's participants. The NFL has the advantage in that each game is important and they are spaced out. The rule are also complex to the average person who is not naturally attuned to MLB. However NBA and the NFL, the concepts can get absorbed pretty quickly. The games are somewhat simpler in design. Logistics don't help either. People tend to love what they have experienced themselves. Basketball just needs two people, a ball and a hoop. Football just needs a few people, a field and a ball. Baseball, I mean even baseline functional playing, require all kinds of space, equipment and roles. Soccer is so popular because it's accessible. People in poverty can build a ball out of duct tape, plastic bags and some old rags if they have to do it.
Baseball does need some practical changes to make the game itself better on the field. However it's popularity and it's ensuing ratings requires something more complex.
Someone asked me once, in the media optics world, a decade ago, on how the WNBA can actual get solid ratings with sustainable female viewership. I said the WNBA should spend every dime it can to start free youth basketball programs for girls all over the country. You want every little girl in every public school at every level playing basketball for fun.
MLB needs more kids playing baseball and having that be the new normal. It also needs a media strategy designed to appeal to female viewership and also legacy female viewership.