Aiello acknowledged that the video policy is also informed by the fact that media organizations are essentially in competition with league properties such as team Web sites, NFL.com and the NFL Network.

“It’s a business opportunity we have to carefully manage that never existed before,” he said.

It’s common for companies to initially try to restrict new media, said Wendy Seltzer, a Fellow with The Berkman Center for Internet & Society at Harvard Law School. But “it seems to be cutting off the nose to spite the face.”

“This fight for control in new media seems to be a misunderstanding of what these media are about,” she said. “They’re a way to allow people to connect with one another and engage in their own conversations. Posting clips to YouTube is not a substitute for watching a game. It drives you back to the next one.”

Rick Gentile, a former executive producer for CBS Sports, recalled how the NCAA embraced the more-is-better philosophy. His network used to question why the organization allowed ESPN to broadcast programming from Final Four venues when CBS owned the rights to televise the event.

“The NCAA would say, ’We need that kind of attention,”’ said Gentile, now the director of the Seton Hall Sports Poll, which measures public opinion on sports issues.

The NCAA encountered its own new media conundrum last month, though. A newspaper reporter was ejected from a press box during the baseball tournament for providing game updates on a blog. The NCAA later clarified its policy to say some sorts of live updates are allowed.

Regardless, the NFL draws ratings the NCAA can only dream of. Even if restricting online video fails to capitalize on an opportunity to stoke fan interest, it won’t put much of a dent in the NFL’s massive popularity.

Said Gentile, “The league is not in any jeopardy of not getting enough attention.”

MORE FROM NFL

NFL Section Front

Steelers’ playoff future slipping away   Chiefs pull off K.C. masterpiece, stun Steelers Bengals botch chances, lead in loss to Raiders   Eagles shake off close losses, edge Bears Pats stifle Jets, take 2-game lead in AFC East   Video: Patriots make a statement Saints move to 10-0, but ‘haven’t peaked yet’ Colts survive vs. Ravens by a ‘small margin’ Chargers rout Broncos, move atop AFC West Giants boot Falcons in OT, stop 4-game slide NFL Section Front   Add NFL headlines to your news reader: