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Meet The Market Managers: Brian Maloney, Capitol Broadcasting Raleigh

“I know a lot of people aren’t using the R word anymore. You know, it’s audio this or whatever, but we’re in the sports content business, period. It’s that simple.”

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The business model for sports radio in Raleigh, NC is an interesting one. One company, Capitol Broadcasting, owns all three of the market’s sports brands. It also owns the local NBC and FOX affiliates. Combine that with the fact that the company owns the Durham Bulls and a major local sports site called WRALSportsFan.com, and it is obvious that the company is a juggernaut in the local sports scene.

I used to work for Capitol. So many different outlets meant you had a lot of exclusive audio and access to build content around. There was a lot of work involved, but there were plenty of perks too.

The man in charge of all of it is Brian Maloney. He is the focus of the latest Meet the Market Managers column.

Note to Self: November 2016

In our conversation, Brian and I discuss why he still values play-by-play, his reasons for changing his expectations of a program director, and more. Plus, it ends with an invite to a tailgate party!


Demetri Ravanos: I want to go back to right before the pandemic set in, where 99.9 The Fan went through a major lineup change, splitting up the popular tandem of Adam Gold & Joe Ovies. They had been together over a decade, and you moved Adam to middays, which meant David Glenn would no longer be part of the station’s schedule. Then, just as things were starting to get rolling, the pandemic hit. I’m wondering if you can take me through some of those early moments and what went through your mind as you’re trying to navigate not only the new realities for the station, but across the cluster. 

Brian Maloney: You really want me to relive this huh? Oh, my God, it was scary as hell. But I kept telling myself, “We’re going to be so much better on the other side of this.” And I think it’s true.

College basketball rules in this market, and it all came crashing down for us around March 12th or 13th. We were right in the middle of the biggest month of the year for us in ratings and revenue, and then the bottom fell out literally in a matter of a day.

It was really scary for the first six or so weeks because nobody had ever experienced what we were going through. It was like driving down a country road at night with no lights on. You had no idea where it was going to go. 

DR: Right. And you’re doing all of that with two new shows, one in afternoon drive that includes a guy that hasn’t done radio before. 

BM: Yeah, that was crazy. In hindsight, we either couldn’t have picked a worse time or maybe it was the best time to make changes. We brought in Joe Giglio from the News and Observer and I think he had been on for one week at that point. Here’s a guy with no radio experience doing a sports talk show host’s job from his bathroom, because it was the only quiet space in his house, with a new partner that couldn’t even see. But, man, if you can do that, you can do anything.                

We just got really creative. We got really good. And like I said, we are better off than we were 14 months ago. 

DR: So that leads into my next question. In terms of both the sound of the two shows and ratings performance, how would you grade that first year and few months of this new lineup? 

BM: It was really hard to get a handle on things the first four months because the world was just going nuts. We started to, in July, feel it coming together, and now we’re seeing the performance in the ratings, streaming, and reactions on social media. The street buzz from clients is also good. It’s really starting to gain momentum.               

Joe Giglio and Joe Ovies released our Russell Wilson podcast last week. It’s a six part series. We just released part four today, and we’re coming in on fifteen thousand downloads in a week. So we’re really happy about that. That’s an example of a way that we got better, because we really had to stop and think. And that’s something that those guys have been working on since back in the summertime when we were still in the throes of things. 

DR: When you were dealing with the difficulties brought on by the pandemic, you guys started hosting these virtual town halls with local clients. I think you would open up at one point, correct me if I’m wrong, to just any business. If some of these clients had other friends that were business owners that wanted to be a part of those sessions, they were welcome as well, right?

BM: Yeah, we came out of the chute conducting online seminars, anything from H.R. people talking about how to handle employees going through challenges to attorneys talking about dealing with the business loans and such.

We just went after that right away. It was a way we could help. We were able to position ourselves as somebody there to help the community. As a matter of fact, that was branded as “Here to Help”. I think we built up a lot of credibility when we did that, and it had nothing to do with sports. It was just all about helping businesses in this community. 

DR: How did that idea come together so quickly that you were able to act on it right away? 

BM: Fortunately, we work for a private company that has a bunch of talented people and we just sprung into action and turned it on quick. We got up and running and it just snowballed from there. 

DR: Let’s talk about working for a privately owned, local company. Capitol owns the entire sports radio landscape here in Raleigh. One of the things I look at all the time is certainly it does block out the ability for a competitor to come in and be strong. But is there value to all three of your sports brands? Certainly 99.9 The Fan is a property that any group in the market would want, but The Buzz is on an HD channel, albeit with translators. The Ticket is on an AM signal. How do you value those brands in 2021?

BM: Well, I think there’s no doubt we’ve seen growth in digital listening, but terrestrial still makes up the majority of listening in the United States and in our market as well. So it’s still important. You’ve got to have that real estate. But, you know, I no longer look at it as “The Ticket is on 620 AM. It’s not just on 620 AM. It’s still a brand of ours, and we distribute it. I mean, it is available in many places right now. We have our stations streaming under our TV stations’ webcams of the beach, of the lake, and of downtown Raleigh. We just push it out everywhere. 

DR: And with that association with WRAL, the local NBC affiliate, certainly there are advantages to The Fan being branded as part of WRAL’s online sports empire. I wonder if there are any disadvantages of The Fan using that WRALSportsFan banner. The Buzz and The Ticket too for that matter. Do you see any disadvantages of radio brands not having their own distinct online location? 

NC State :: WRALSportsFan.com

BM: No, I think it’s actually a huge advantage. I think seven years ago, 10, 12 years ago, you might have said, “wow, man, they don’t have their own identity”. But if you look at where our industry has gone and where it’s going, it’s not just about radio. It’s about radio, video, and articles online.

We’re doing what we’ve always done, and that’s the way of the world now. I mean, our radio stations are just a piece of the big machine and our on air talent write articles. They do videos. We video stream our shows. It’s almost like the radio shows themselves are just a small piece of what we do. Our sports website generates millions of page views every year, millions. The overall website gets billions. 

DR: And that’s why I asked if there are disadvantages. Forget the website. Look at it from a mobile perspective. The WRALSportsFan app offers a user considerably more content than you might expect from an independently owned radio station’s app.

BM: Yeah, it’s 360. It’s a very robust platform of sports content. I know a lot of people aren’t using the R word anymore. You know, it’s audio this or whatever, but we’re in the sports content business, period. It’s just that simple. I think people try to complicate it, but we are in the business of producing sports content, whether it’s podcast, video, audio, on a radio station, Alexa or whatever. 

DR: During the pandemic you made a change at PD. You and I talked about the job and you were very clear from the get go, you were rethinking what that position should be. You’ve had guys like Adam and Joe, who had been with you for over a decade and Alec Campbell, who has run their show for five years. Was that a big factor in being willing to experiment because you knew the sports side was full of people that had established successes, or did you simply feel it was time for the role of a program director to evolve and move building clocks and coaching talent to the backburner?

BM: Absolutely. Sammy Simpson is the brand manager for our cluster, which includes the mighty WRAL FM, Adult Contemporary, and then our sports stations.

You’re absolutely right. Sammy views this, the whole operation as a unit, including sales. There are many times that Sammy comes up with ideas and ways to market ourselves to clients and solve their problems, all the way down to how are we going to market this new podcast that we’re putting out. How are we going to brand anything we do?

So, yeah, I think the days of program directors fiddling with clocks and the less important stuff, that’s done in my mind. 

DR: Raleigh is still a market where the ratings come out and advertisers pay attention. It helps them in setting up their buys. Given that so much of this is now about producing content that’s consumable on people’s own schedules, are we reaching a point where part of the reason PDs will have to offer more than just fiddling with clocks and coaching talent is it’s less about what that number is at the end of each quarter? 

BM: I think for sports radio, it’s never really been about the ratings. That’s been one of the beauties and attractions of the sports format, is we all know how powerful it is, no matter what the ratings say, and now I think it’s even more powerful. To give you an example, last week we did a countdown to the NHL playoffs promotion, where we took a 500 pound block of ice and froze a puck in it. We asked listeners to guess when they thought the puck would drop. They won tickets to the playoffs and a chance at money and everything.                 

So we had this block of ice set up with a webcam on it 24/7 that got hit in our newscasts on our TV station, and it was talked about on the air, it was watched on social media. We had over 7000 people tune in to watch ice melt last week, okay? When they watched ice melt, they also saw the client’s logo, they heard the client mentioned on the air, and they saw the client on social media.

It just goes so far beyond the radio promo mention now. That’s what we bring. I don’t care if you’re a music station or a talk station. That’s what you should be doing right now. 

DR: You guys have a history of doing some really cool podcasting projects. You mentioned the Russell Wilson podcast earlier. I’ve told clients to listen to Lauren Brownlow’s NC State Stuff podcast from 2017 too. I think it’s a great example of what radio stations should be doing in that realm. As successful as the creative side has been, looking at it from a business standpoint, do you feel like it’s been successful in terms of getting ad reps and clients to see the value of putting their messages on those products? 

BM: It’s been a learning process. You really have to stop and think about what you’re doing. So just to walk you through briefly, the latest thinking with this Russell Wilson podcast is that we see so many, what is it at now? 1.6 million podcasts out there today? You see so many people who are just sitting down in front of a microphone and think they’re going to just talk sports. We tried that and it didn’t really work. So we started to be thoughtful about what we’re doing.

We know from the data that NC State and Russell Wilson move the needle. Credit Joe Giglio and Joe Ovies for coming up with that topic and for phoning in their contacts to get great content for that podcast. We knew that if we did something that went really deep and was really thoughtful about a topic we know moves the needle, maybe we can get something cranking here.

We got a sponsor involved. They were like “Oh, Russell Wilson? Big name! NC State? Big School! Yeah, sign me up!” So we were able to sell a title, exclusive sponsorship for it. And like I said in the first week, we’re coming up on fifteen thousand downloads.

So take it a step further. We thought let’s buy digital ads in Richmond, Wisconsin and Seattle. So now we’ve touched, our market, Raleigh/Durham, but we’ve also touched Richmond, Wisconsin and Seattle, where Russell’s footprints or fingerprints are. So now we believe securing a sponsor for our next podcast effort will be easier, because we know we have a nice track record of success with the Russell Wilson podcast and also with other ones we’ve done in the past, too.

You really have to be thoughtful about what you’re doing and strategic. It takes a lot of work. We do have an advantage of a great machine in Capitol broadcasting that can promote that podcast on the news and a massive website. But you’ve just got to be thoughtful about it. You can’t just crack the mike and talk about the football game. 

DR: I remember when I was working for you how much you emphasized the value of live play-by-play and how every other liner I read was about carrying this game or that race. I wonder as we fast forward five years, is that value the same? There is an ACC Network now that replays every game multiple times during the week. ESPN+ and other sports streaming services have games and events available on demand. During the pandemic, it became clear that matters to people. So where does that leave live play-by-play on the radio? Has the value been diminished at all?

ESPN+ On-Demand Library 2020 - The Complete Breakdown

BM: I think there’s still a tremendous value there because not everybody can be in front of a screen to watch the game. Whether it’s hopping in your car and headed to the Home Depot on a Saturday afternoon and you’re catching the score or getting updated, I think there is – actually, it’s not that I think I know there is real value in live play-by-play because again, we can look at our screen numbers when the game comes on and you will see a spike. Right when the puck drops or the ball is kicked, you will see a spike in listening. Now Nielsen may not show it, but don’t get me started on that.

DR: Listen, I’ve done this series now for three months. You wouldn’t be the first I’ve heard complain about it. 

BM: We have a lot of work to do there. 

DR: I worked on a story back when Keyshawn, JWill, and Zubin were getting ready to launch, taking the lay of the land from market managers who ran local ESPN stations to see how they felt about the new lineup. You told me that you were really optimistic about the show, pointing out Jay Williams’ local connection from having won a title at Duke.      

Things haven’t gone the way they were initially designed, so adjusting could be necessary again. I don’t think it’s fair to ask “is it great” less than a year into a new show’s life, but are you still optimistic about the show’s future?

BM: I really am. I believe in that show. It’s a new show that started in the middle of a messed up sports world and then some tragedies happened within the show, which were just horrible. But I believe that is a very entertaining show, and I can’t wait till the fall. I think you’re going to see, at least I believe for us, that’s really going to explode.

I don’t know that we can judge that show yet in such an unstable sports world that we’ve been in since it was launched. I think Keyshawn is one hell of an entertaining person to listen to. JWill’s role is well-defined. I really am optimistic about it. 

DR: I moved to Durham 15 years ago and read a statistic that said in the time that I’ve been here, 35 percent of the people that were here then are now gone. The Triangle is growing. We’ve got Apple coming in real soon. That’s going to spark a whole new wave of population turnover. Does the nature of our market make national sports media, whether it is network radio or satellite radio a more formidable competitor here than it might be elsewhere? 

BM: That’s a really good question. We were just talking about this today because we were doing our planning session for the upcoming football season and one of the topics we kept going back to was that you have just a melting pot of fans here. Do we address the Steeler fans, the Lions fans, the Tampa fans? And so we’re paying attention to it and trying to weave those teams into discussions and promotions. A few years ago, we found a unique way of addressing it by doing a thing called Transplant Tuesdays. We would, on any given Tuesday, focus on the city and the teams and the food and the beer from that city. If it was Pittsburgh, we would talk about the teams of Pittsburgh and it went over really well.

You have to address it. You have to acknowledge it. The other thing too is because of that influx of population into a market where there’s three major universities, not everybody in town is an NC State, Duke or Carolina fan anymore. I mean, as a matter of fact, half of them have no emotional ties to those schools anymore. 

DR: I’ll give you an example of exactly what you are talking about. When I got here in 05, I was living in Durham. If I wanted to go watch a football game with other Alabama fans, my only option was 40 minutes away in Garner. Now I have my choice of three different fan groups. 

Raleigh/Triangle – alumni.ua.edu | The University of Alabama

BM: Yeah, like in our meeting today that we had, we were talking about throwing tailgate parties for teams that aren’t even in the Triangle. In fact, Alabama was number one on the list. So I’ll make sure we let you know when that is going to be.

DR: Please do! 

BM: But you are right. It’s really something, and I think that’s probably true for any market in the Southeast right now. You have just such an influx of people coming from all over the country. You can’t just ride the coattails of your traditional school and market. You’ve got to think broader. 

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”

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After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

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Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”

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It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

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Does Tom Brady’s Salary Make Sense For FOX In a Changing Media World?

“The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general.”

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FOX is playing it too safe when it comes to adding Tom Brady.

That’s going to sound weird given the size of Brady’s broadcasting contract. Even if that deal isn’t worth as much as initially reported, it’s a hell of a lot of loot, especially considering Brady has remained steadfastly uninteresting for a solid 20 years now.

Let’s not pretend that is a detriment in the eyes of a television network, however. There’s a long line of famous athletes companies like FOX have happily paid millions without ever requiring them to be much more than consistently inoffensive and occasionally insightful. Yes, Brady is getting more money than those previous guys, but he’s also the most successful quarterback in NFL history.

The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general. More specifically, the fact that the business of televising football games is changing, and while it may not be changing quite as rapidly as the rest of the sports-media industry, but it is changing. There’s an increasing number of choices available to viewers not only in the games that can be watched, but how they are consumed. Everything in the industry points to an increasingly fragmented audience and yet by signing Brady to be in the broadcast booth once he retires, FOX is paying a premium for a single component in a tried-and-true broadcasting formula will be more successful. 

Think of Brady’s hiring as a bet FOX made. A 10-year commitment in which it is doubling down on the status quo at a time of obvious change. FOX saw ESPN introduce the ManningCast last year, and instead of seeing the potential for a network to build different types of products, FOX decided, “Nah, we don’t want to do anything different or new.” Don’t let the price tag fool you. FOX went out and bought a really famous former player to put in a traditional broadcast booth to hope that the center holds..

Maybe it will. Maybe Brady is that interesting or he’s that famous and his presence is powerful enough to defy the trends within the industry. I’m not naive enough to think that value depends on the quality of someone’s content. The memoir of a former U.S. president will fetch a multi-million-dollar advance not because of the literary quality, but because of the size of the potential audience. It’s the same rationale behind FOX’s addition of Brady.

But don’t mistake an expensive addition from an innovative one. The ManningCast was an actual innovation. A totally different way of televising a football game, and while not everyone liked it, some people absolutely loved it. It’s not going to replace the regular Monday Night Football format, but it wasn’t supposed to. It’s an alternative or more likely a complement and ESPN was sufficiently encouraged to extend the ManningCast through 2024. It’s a different product. Another option it is offering its customers. You can choose to watch to the traditional broadcast format with Joe Buck and Troy Aikman in the booth or you can watch the Mannings or you can toggle between both. What’s FOX’s option for those audience members who prefer something like the ManningCast to the traditional broadcast?

It’s not just ESPN, either. Amazon offered viewers a choice of broadcasters, too, from a female announcing tandem of Hannah Storm and Andrea Kramer beginning in 2018 to the Scouts Feed with Daniel Jeremiah and Bucky Brooks in 2020.

So now, not only do viewers have an increasingly wide array of choices on which NFL games they can watch — thanks to Sunday Ticket — they in some instances have a choice of the announcing crew for that given game. Amid this economic environment, FOX not only decided that it was best to invest in a single product, but it decided to make that investment in a guy who had never done this particular job before nor shown much in the way of an aptitude for it.

Again, maybe Brady is the guy to pull it off. He’s certainly famous enough. His seven Super Bowl victories are unmatched and span two franchises, and while he’s denied most attempts to be anything approaching interesting in public over the past 20 years, perhaps that is changing. His increasingly amusing Twitter posts over the past 2 years could be a hint of the humor he’s going to bring to the broadcast booth. That Tampa Tom is his true personality, which remained under a gag order from the Sith Lord Bill Belichick, and now Brady will suddenly become football’s equivalent of Charles Barkley.

But that’s a hell of a needle to thread for anyone, even someone as famous as Brady, and it’s a really high bar for someone with no broadcasting experience. The upside for FOX is that its traditional approach holds. The downside, however, is that it is not only spending more money on a product with a declining market, but it is ignoring obvious trends within the industry as it does so.

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