The Division I Men’s Lacrosse Committee is moving game times closer to prime-time slots for the 2010 national semifinals and final in Baltimore. The change is designed to increase attendance at the event and viewership of the title game on ESPN.

The semifinal games on ESPN2 will face off at 4 p.m. and 6:30 p.m. on Saturday, May 29. The championship game is at 3:30 p.m. on Monday, May 31, on ESPN. All games will be at the M&T Bank Stadium.

In 2009, the championship was played at 1 p.m. and the semifinal games at noon and 3 p.m.

Committee chair Tim Pavlechko said his group anticipated a mixed reaction to the decision, with some fans believing the changes will be inconvenient for travel purposes and others acknowledging the change is good for the growth of the game.

Pavlechko said the committee has worked diligently over the years to explore new opportunities that are good for the sport, regardless of public reaction. When the championship changed to a “final four” format, for example, he said the news prompted a similar reception.

“Certainly, the growth of the game is a partnership between our media partner, ESPN, and our local organizing committee (in Baltimore), which both wanted the time change,” said Pavlechko, an associate athletics director at Bucknell. “The goal of the men’s lacrosse committee is to continue to grow and expand our championship and the sport itself. This is will accommodate the goals of three different groups.”

Changing the game times will not only move the television broadcast to a window with more viewership but will also provide an opportunity for fans attending the championships to experience more events taking place around it, Pavlechko said. The lacrosse community traditionally uses the championship weekend – all three divisions hold their championship at the same site, on the same weekend – to reconnect. The change will also allow for more youth-centered activities during the day designed to raise interest in the game.

“We want to maximize that weekend, knowing that the championship games are what pull everyone together,” Pavlechko said. “If you look at the growth of the championship, attendance continues to set record marks. We are looking at this event as a celebration of lacrosse. It’s certainly something unique.”

The committee anticipates the time change will be permanent.

Carol Stiff, ESPN senior director of programming and acquisitions, said moving the game times should improve viewership.

“ESPN’s commitment to growing the exposure of college lacrosse continues to be a priority,” she said. “The move to a later start time on Saturday and Monday will allow for more fans to watch these talented student-athletes in action.”

In other business at its recent annual meeting, the committee worked on a strategic plan for the championship, including an emphasis on early rounds and on increasing sport sponsorship.

“We are focusing on how we can encourage national growth,” Pavlechko said. “The number of high schools, the number of new programs – that’s the staggering part for us, to realize that potential and explore the opportunities to grow our game and expose people to a wonderful NCAA championship.”