According to the NHL, Shannon's job is to work with broadcasters on production and capitalise on the launch of the NHL Network in the U.S.
He believes improvements can be made on the way the game is televised in both Canada and the U.S.
"You have to make sure the basics are covered and people understand the players and the game first, and I think that's our biggest challenge."
"A lot of time in our business we tend not to use a lot of common sense and we tend not to deal in the basics before we start being fancy," he told the Toronto Star.
