[quote name='RAMSTORIA']the deal didnt have to be exclusive to either company. every other sports organization deals with multiple broadcasters. and when i say more exposure, i don't mean number of games, i mean reach number of viewers.[/QUOTE]
The deal had to be exclusive to get the money they did from NBC/Comcast. That money, plus the unprecedented amount of games as part of the package, blows away having one game a week on ESPN2 that would be just as poorly promoted, covered, and recapped as anything was towards the end of ESPN's previous NHL contract.