The Utah Jazz announced their strategy on Tuesday, with owner Ryan Smith announcing the establishment of his new production firm, SEG Media.

Starting this season, the Utah Jazz will make its game broadcasts available over the air, becoming the latest organization to shift to a new alternative for fans and potentially reaching more spectators than ever before.

The Jazz announced their strategy on Tuesday, with owner Ryan Smith launching his own production firm, SEG Media. Its platforms will allow Jazz fans with a basic antenna to view all non-nationally televised games, as well as a paid subscription-based streaming service with exclusive team content.

Smith said that when he purchased the Jazz, just 39% of households in the state could watch games.

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“Now, if you have a TV with rabbit ears, we’re going to be able to hit 100% of our

The move is the latest in a quickly changing sports-viewership landscape. Diamond Sports Group, the largest owner of regional sports networks, declared Chapter 11 bankruptcy in March; under the Bally Sports label, the firm broadcasted games from more than 40 MLB, NBA, and NHL teams.

“Obviously, the RSN model around the globe is changing and we’d rather lean into it and focus on the experience and providing the best experience for our fans,” Smith said.

Smith said that the Jazz and the new production company received necessary approvals from the NBA on the new venture, which will be ready to go when the season starts in October.

“We have an incredible fan base, but we’re only showing the games to, at best, 40% of them,” Smith said. “And so, we came up with this new philosophy or way to do this where instead of licensing our TV rights to one group and just saying, ‘Hey, we’ll take whatever you guys do,’ we basically said we’re going to be in the media business.”