"The Red Sox, among other things, are a television show. And last season, judging from the ratings on the Sox's regional cable network, the show bombed.

If you want to know why the Sox need to re-energize their fan base this offseason, that might be as good a place to start as any.

The front office need not alter its approach; winning is the best form of entertainment. But rest assured, the Red Sox are looking for some new TV stars.

Re-signing free-agent catcher Victor Martinez and third baseman Adrian Beltre, the stated first choices of general manager Theo Epstein, would not be enough.

The Sox must add at least one captivating new talent, be it an outfielder such as Carl Crawford or Jayson Werth in free agency, or Diamondbacks right fielder Justin Upton or Padres first baseman Adrian Gonzalez in a trade.

At the same time, they'll want to budget strategically so they can pursue one of three potential free agents at first base next offseason — Gonzalez, Albert Pujols or Prince Fielder.

The decline in ratings on the New England Sports Network, of which the Red Sox own 80 percent, is nothing short of a call to action.

For the first time in eight years, the Sox didn't lead the majors in local TV ratings, a major-league source said. They finished tied for fifth, according to figures obtained by FOXSports.com.

The Cardinals had the best local TV ratings, followed by the Twins, Phillies and Reds. The Rays, a low-revenue club with disappointing home attendance, generated the same ratings as the Sox, who show all of their local games on NESN."