So you put together a good segment this week. Really good, in fact. The delivery was perfect, the take was solid, tons of reaction came in, everything about it just flowed nicely and made for a great segment of radio. But does anyone that wasn’t listening at that particular time know about it? If I didn’t hear it live, did you or your station make sure I could hear it on demand?
Now more than ever, it’s critical that stations find ways to make their content more accessible. Why? Because content is more readily available than it ever has been. Think about it. Go on Twitter right now, scroll down and see how many links you can find on someone promoting a podcast, on-demand interview or a video. More than likely you’re going to see a bunch. That’s because everyone has the tools to make and create content that’s readily available to anyone that has something as simple as an iPhone.
Fortunately, radio stations across the country are doing a better job of realizing the need for on-demand content and making it listener friendly. One station that’s really taken an initiative, is 610 Sports in Kansas City. Scroll down their profile page on Twitter and you’ll see links from relevant interviews during the day, as well as short audio clips that a host or guest said that were particularly intriguing.
“It’s done very well for us,” said 610 Sports PD Steven Spector. “Sometimes people just don’t have 10 minutes to listen to a segment so we want to give them a little bit of both. If you only have two minutes, there’s the video for you, you can click it and its right there with easy access. If you’re intrigued and want to listen to the whole thing, boom, it’s right there as well. It’s really just a good way for us to get our content out there, because social media is the biggest marketing tool that most sports radio stations have. And frankly I think it just looks really good. I think it just looks better than writing a tease and saying, hey, click here.”
But as important as it is to get your content in front of the listener via social media, you’re also now seeing the growing demand for stations to produce content outside of their regular programming. Most notably, this is happening through podcasts. It’s not enough anymore to be good from 6 am to 6 pm over the air, you better be providing entertaining on-demand content the listener can consume to their liking. Some stations use the podcasts to better evaluate talent. Some are using it as another source of income for the station. But at 610 Sports, it’s all about creating content-specific podcasts to better suit the listener.
“I look at it as a way to bring Kansas City under the roof of 610 Sports Radio,” said Spector. “We live in such a unique market with, not just a professional sports teams, but with three college teams and some other minor league stuff. For example, we may not talk a ton about an upcoming Kansas State game because the biggest population may not want to hear about it. That’s what the podcast network is all about, it’s trying to bring as many people as we can into the radio station and cover a bunch of different sports. While we may not be able to do it on air from 6 am to 6 pm we still want to be the station that provides you the best content for the teams that you care about the most.”
From the Mizzou Tigers, to fantasy football, to a gambling podcast done by Spector himself, in all, 610 Sports has 16 different podcasts under the station’s umbrella. You really have to appreciate the station’s commitment to fulfill the content of what the listener desires. Ideally, all those podcasts would be sponsored and sold. In due time, that will happen for 610 Sports, but it isn’t necessarily the immediate goal.
“I think everyone in radio is still trying to figure out how to sell the podcast world in some sense,” said Spector. “When we started this back in April it was really about content. The way that I’ve looked at it is we want to focus on the content first and make sure we have the best content out there. Then, we’ll worry about the sales side of it. It’s something I’m in contact with our sales department about, but for the most part, and it’s our first year, it’s about creating the best content for listeners.”
Earlier this week I was listening to a couple of the new Barrett Sports Media podcasts that JB just put out (you should do that too). Near the open during one particular episode, he made a comment on how there’s no rules in podcasting. He can talk about whatever he wants, or what the consumers of the podcast wants him to talk about it. No rules also means you can say every swear word in the book without being fined. That’s how some go about hosting their podcast. But even if there’s technically no FCC rules, what about if you’re doing a podcast that has a station’s name attached to it?
“I sit down with each of my hosts and weight out that cursing, and that type of stuff, is not the brand and the style I want out there,” Spector said. “That being said, if you slip up during a passionate take and say something like an S word, I’m not going to crush you for it. I want the best content out there and I don’t think that necessarily involves cursing.”
Above all, Spector wants good content. That’s clear. But in no way is he using the station podcasts as a Minor League system. Still, it doesn’t hurt, if you’re one of the hosts, to showcase your abilities behind the mic. That’s why most of us got into this business, right? Reps only make you better, regardless if they come via a podcast or an afternoon drive show. Plus, it’s a great way to build a following and get your voice out to the listeners. Simply put, if you’re someone striving for more air-time at your station, presenting the idea of hosting a podcast to your PD might be the most constructive thing you can do.
“It’s also another avenue for, hopefully down the line, at being sponsored, where you get a talent fee. It’s not only another revenue stream for the station but the talent, as well. It’s great for guys who aren’t getting as much air time as they want, they can get behind a mic and get more comfortable, which will only help for that day when they do need to fill-in on the air. Plus, down the line when they’re looking for other jobs, they can point to it and say, hey, I’ve been doing this for a while.”
Spector himself has even got into the fun by hosting the Pray for the Push podcast that centers on sports gambling. Sure, he’s now a PD of a successful station, but that doesn’t mean he didn’t get into the business with the aspiration of being on the air.
“From just a personal perspective, I love sports gambling content,” said Spector. “It just gives me an outlet to stay behind the mic and have a little bit of fun. I think people are enjoying the content and the more the sports gambling becomes mainstream I think the more and more you’re going to see stuff like I’m doing pop up. Sports gambling is just becoming a totally different market in the sports radio space.”
Expect to see more of a concentrated effort by stations to take note and follow what brands such as 610 Sports is doing, Spector and his team are not only exceling at creating additional content, but putting it in front of the listener to make it the most accessible.
“I want content out there,” Spector said. “I think nowadays you have to make it as easy as possible for people to listen to you. One of the best ways to do that is social media. Here’s the link, click it if you want to and listen to what we’re doing. I found that if you put out the link of segments that have already been done, that seems to get better traction as opposed to, coming up in 15 minutes we’ll have on guest X.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.
The Future Is Now, Embrace Amazon Prime Video, AppleTV+
As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible.
This week has been a reckoning for sports and its streaming future on Amazon Prime Video, AppleTV+, ESPN+, and more.
Amazon announced that Thursday Night Football, which averaged 13 million viewers, generated the highest number of U.S. sign ups over a three hour period in the app’s history. More people in the United States subscribed to Prime during the September 15th broadcast than they did during Black Friday, Prime Day, and Cyber Monday. It was also “the most watched night of primetime in Prime Video’s history,” according to Amazon executive Jay Marine. The NFL and sports in general have the power to move mountains even for some of the nation’s biggest and most successful brands.
This leads us to the conversation happening surrounding Aaron Judge’s chase for history. Judge has been in pursuit of former major leaguer Roger Maris’ record for the most home runs hit during one season in American League history.
The sports world has turned its attention to the Yankees causing national rights holders such as ESPN, Fox, and TBS to pick up extra games in hopes that they capture the moment history is made. Apple TV+ also happened to have a Yankees game scheduled for Friday night against the Red Sox right in the middle of this chase for glory.
Baseball fans have been wildin’ out at the prospects of missing the grand moment when Judge passes Maris or even the moments afterwards as Judge chases home run number 70 and tries to truly create monumental history of his own. The New York Post’s Andrew Marchand has even reported there were talks between YES, MLB, and Apple to bring Michael Kay into Apple’s broadcast to call the game, allow YES Network to air its own production of the game, or allow YES Network to simulcast Apple TV+’s broadcast. In my opinion, all of this hysteria is extremely bogus.
As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible. Amazon brought in NBC to help with production of TNF and if you watch the flow of the broadcast, the graphics of the broadcast, NBC personalities like Michael Smith, Al Michaels, and Terry McAuliffe make appearances on the telecast – it is very clear that the network’s imprint is all over the show.
NBC’s experience in conducting the broadcast has made the viewing experience much more seamless. Apple has also used MLB Network and its personalities for assistance in ensuring there’s no major difference between what you see on air vs. what you’re streaming.
Amazon and Apple have also decided to not hide their games behind a paywall. Since the beginning of the season, all of Apple’s games have been available free of charge. No subscription has ever been required. As long as you have an Apple device and can download Apple TV+, you can watch their MLB package this season.
Guess what? Friday’s game against the Red Sox is also available for free on your iPhone, your laptop, or your TV simply by downloading the AppleTV app. Amazon will also simulcast all Thursday Night Football games on Twitch for free. It may be a little harder or confusing to find the free options, but they are out there and they are legal and, once again, they are free.
Apple has invested $85 million into baseball, money that will go towards your team becoming better hypothetically. They’ve invested money towards creating a new kind of streaming experience. Why in the hell would they offer YES Network this game for free? There’s no better way for them to drive subscriptions to their product than by offering fans a chance at watching history on their platform.
A moment like this are the main reason Apple paid for rights in the first place. When Apple sees what the NFL has done for Amazon in just one week and coincidentally has the ability to broadcast one of the biggest moments in baseball history – it would be a terrible business decision to let viewers watch it outside of the Apple ecosystem and lose the ability to gain new fans.
It’s time for sports fans to grow up and face reality. Streaming is here to stay.
MLB Network is another option
If you don’t feel like going through the hassle of watching the Yankees take on the Red Sox for free on Apple TV+, MLB Network will also air all of Judge’s at bats live as they are happening. In case the moment doesn’t happen on Apple TV+ on Friday night, Judge’s next games will air in full on MLB Network (Saturday), ESPN (Sunday), MLB Network again (Monday), TBS (Tuesday) and MLB Network for a third time on Wednesday. All of MLB Network’s games will be simulcast of YES Network’s local New York broadcast. It wouldn’t shock me to see Fox pick up another game next Thursday if the pursuit still maintains national interest.
- One of the weirdest things about the experience of streaming sports is that you lose the desire to channel surf. Is that a good thing or bad thing? Brandon Ross of LightShed Ventures wonders if the difficulty that comes with going from app to app will help Amazon keep viewers on TNF the entire time no matter what the score of the game is. If it does, Amazon needs to work on developing programming to surround the games or start replaying the games, pre and post shows so that when you fall asleep and wake up you’re still on the same stream on Prime Video or so that coming to Prime Video for sports becomes just as much of a habit for fans as tuning in to ESPN is.
- CNN has announced the launch of a new morning show with Don Lemon, Poppy Harlow and Kaitlin Collins. Variety reports, “Two people familiar with plans for the show say it is likely to use big Warner Bros. properties — a visit from the cast of HBO’s Succession or sports analysis from TNT’s NBA crew — to lure eyeballs.” It’ll be interesting to see if Turner Sports becomes a cornerstone of this broadcast. Will the NBA start doing schedule releases during the show? Will a big Taylor Rooks interview debut on this show before it appears on B/R? Will the Stanley Cup or Final Four MVP do an interview on CNN’s show the morning after winning the title? Does the show do remote broadcasts from Turner’s biggest sports events throughout the year?
- The Clippers are back on over the air television. They announced a deal with Nexstar to broadcast games on KTLA and other Nexstar owned affiliates in California. The team hasn’t reached a deal to air games on Bally Sports SoCal or Bally Sports Plus for the upcoming season. Could the Clippers pursue a solo route and start their own OTT service in time for the season? Are they talking to Apple, Amazon, or ESPN about a local streaming deal? Is Spectrum a possible destination? I think these are all possibilities but its likely that the Clippers end up back on Bally Sports since its the status quo. I just find it interesting that it has taken so long to solidify an agreement and that it wasn’t announced in conjunction with the KTLA deal. The Clippers are finally healthy this season, moving into a new arena soon, have the technology via Second Spectrum to produce immersive game casts. Maybe something is brewing?
- ESPN’s Monday Night Football double box was a great concept. The execution sucked. Kudos to ESPN for adjusting on the fly once complaints began to lodge across social media. I think the double box works as a separate feed. ESPN2 should’ve been the home to the double box. SVP and Stanford Steve could’ve held a watch party from ESPN’s DC studio with special guests. The double box watch party on ESPN2 could’ve been interrupted whenever SVP was giving an update on games for ESPN and ABC. It would give ESPN2 a bit of a behind the scenes look at how the magic happens similarly to what MLB Tonight did last week. Credit to ESPN and the NFL for experimenting and continuing to try and give fans unique experiences.
Jessie Karangu is a columnist for BSM and graduate of the University of Maryland with a bachelor’s degree in journalism. He was born and raised in Baltimore, Maryland but comes from Kenyan roots. Jessie has had a passion for sports media and the world of television since he was a child. His career has included stints with USA Today, Tegna, Sinclair Broadcast Group and Sightline Media. He can be found on Twitter @JMKTVShow.
ESPN Shows Foresight With Monday Night Football Doubleheader Timing
ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7 and then 10 on their primary channel.
The Monday Night Football doubleheader was a little bit different this time around for ESPN.
First, it came in Week 2 instead of Week 1. And then, the games were staggered 75 minutes apart on two different channels, the Titans and Bills beginning on ESPN at 7:15 PM ET and the Vikings at the Eagles starting at 8:30 PM on ABC and ESPN+. This was a departure from the usual schedule in which the games kicked off at 7:00 PM ET and then 10:00 PM ET with the latter game on the West Coast.
ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7:00 PM and then 10:00 PM ET on their primary channel. That’s the typical approach, right? The NFL is the most valuable offering in all of sports and ESPN would have at least six consecutive hours of live programming without any other game to switch to.
Instead, they staggered the starts so the second game kicked off just before the first game reached halftime. They placed the games on two different channels, which risked cannibalizing their audience. Why? Well, it’s the same reason that ESPN was so excited about the last year’s Manningcast that it’s bringing it back for 10 weeks this season. ESPN is not just recognizing the reality of how their customers behave, but they’re embracing it.
Instead of hoping with everything they have that the customer stays in one place for the duration of the game, they’re recognizing the reality that they will leave and providing another product within their portfolio to be a destination when they do.
It’s the kind of experiment everyone in broadcasting should be investigating because, for all the talk about meeting the customer where they are, we still tend to be a little bit stubborn about adapting to what they do.
Customers have more choices than ever when it comes to media consumption. First, cable networks softened the distribution advantages of broadcast networks, and now digital offerings have eroded the distribution advantages of cable networks. It’s not quite a free-for-all, but the battle for viewership is more intense, more wide open than ever because that viewer has so many options of not just when and where but how they will consume media.
Programmers have a choice in how to react to this. On the one hand, they can hold on tighter to the existing model and try to squeeze as much out of it as they can. If ESPN was thinking this way it would stack those two Monday night games one after the other just like it always has and hope like hell for a couple of close games to juice the ratings. Why would you make it impossible for your customer to watch both of these products you’ve paid so much to televise?
I’ve heard radio programmers and hosts recite take this same approach for more than 10 years now when it comes to making shows available on-demand. Why would you give your customers the option of consuming the product in a way that’s not as remunerative or in a way that is not measured?
That thinking is outdated and it is dangerous from an economic perspective because it means you’re trying to make the customer behave in your best interest by restricting their choices. And maybe that will work. Maybe they like that program enough that they’ll consume it in the way you’d prefer or maybe they decide that’s inconvenient or annoying or they decide to try something else and now this customer who would have listened to your product in an on-demand format is choosing to listen to someone else’s product entirely.
After all, you’re the only one that is restricting that customer’s choices because you’re the only one with a desire to keep your customer where he is. Everyone else is more than happy to give your customer something else.
There’s a danger in holding on too tightly to the existing model because the tighter you squeeze, the more customers will slip through your fingers, and if you need a physical demonstration to complete this metaphor go grab a handful of sand and squeeze it hard.
Your business model is only as good as its ability to predict the behavior of your customers, and as soon as it stops doing that, you need to adjust that business model. Don’t just recognize the reality that customers today will exercise the freedom that all these media choices provide, embrace it.
Offer more products. Experiment with more ways to deliver those products. The more you attempt to dictate the terms of your customer’s engagement with your product, the more customers you’ll lose, and by accepting this you’ll open yourself to the reality that if your customer is going to leave your main offering, it’s better to have them hopping to another one of your products as opposed to leaving your network entirely.
Think in terms of depth of engagement, and breadth of experience. That’s clearly what ESPN is doing because conventional thinking would see the Manningcast as a program that competes with the main Monday Night Football broadcast, that cannibalizes it. ESPN sees it as a complimentary experience. An addition to the main broadcast, but it also has the benefit that if the customer feels compelled to jump away from the main broadcast – for whatever reason – it has another ESPN offering that they may land on.
I’ll be watching to see what ESPN decides going forward. The network will have three Monday Night Football doubleheaders beginning next year, and the game times have not been set. Will they line them up back-to-back as they had up until this year? If they do it will be a vote of confidence that its traditional programming approach that evening is still viable. But if they overlap those games going forward, it’s another sign that less is not more when it comes to giving your customers a choice in products.
Danny O’Neil is a sports media columnist for BSM. He has previously hosted morning and afternoon drive for 710 ESPN Seattle, and served as a reporter for the Seattle Times. He can be reached on Twitter @DannyOneil or by email at Danny@DannyOneil.com.
Media Noise: Sunday Ticket Has Problems, Marcellus Wiley Does Not
On this episode of Media Noise, Demetri is joined by Brian Noe to talk about the wild year FS1’s Marcellus Wiley has had and by Garrett Searight to discuss the tumultuous present and bright future of NFL Sunday Ticket.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at DemetriTheGreek@gmail.com.