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Twitch: How Sports Radio Creates Younger P1s

“Our younger audience is growing, and the younger demos are good places where you start to build a good foundation for the future.”

Rob Taylor

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It sure helps to have a “gamer” on your sports radio team.

Alex Rajaniemi is the digital coordinator and Colorado Avalanche postgame show host on Altitude Sports 92.5 in Denver. Not bashful about it at all, he admitted to Barrett Sports Media recently that he “enjoys playing video games,” and he’ll jump on the live streaming platform Twitch and watch people play video games (yes, that’s a thing nowadays…).

Raj - Altitude Sports Radio (Alex Rajaniemi) (@RajOnRadio) | Twitter

“I’ll watch them, try and get a little bit better so I’m not getting killed out of every lobby by every 13-year-old in America,” Rajaniemi said.

But he soon realized that in the Electronic Arts video games’ live streams, there was so much back-and-forth commentary from people on sports topics, namely fantasy sports.

Boom! The idea then hit Rajaniemi right in the face. After a quick confirmation from a few pals that it would work, he raced to his managers at Altitude Sports and told them that the station should invest into getting its shows live-streamed on Twitch.

“I just thought that there was an untapped market (on Twitch) for sports talk, especially with how many people watch and listen to those programs religiously,” Rajaniemi told BSM.

By April 20, 2020, Altitude Sports 92.5 FM was on Twitch. 

Twitch is quickly becoming a “must-have” for sports radio stations across the U.S. Unlike YouTube, it’s a platform that is dominated by the Gen Z crowd, as half of its users are between ages 18-34. Twenty-one percent of its users are between ages 13-17, according to Twitchadvertising.tv statistics. Twitch rose to prominence thanks to famous “gamers” who, basically, play video games for all to watch and comment. Some of the most popular games are Fortnite, League of Legends, and Minecraft. Twitch is owned by mega-company Amazon, and so far, no one can come close to the space of which Twitter dominates.

When Rajaniemi told Altitude Sports 92.5 program director Dave Tepper about his grand idea, turns out that Tepper had already heard about some sports stations that were experimenting with Twitch. But he needed the younger Rajaniemi, who was Tepper’s first hire after becoming PD of the station in 2018, to make 92.5’s Twitch unlike any other.

“He took that challenge,” Tepper said of Rajaniemi. “He’s really taken the interactive part of it to a new level. He’s made it his own, a production for sports radio on Twitch that’s not your common Twitch sports radio broadcast.”

AVALANCHE HOCKEY RETURNS TONIGHT on Denver's Altitude Sports Radio 92.5FM -  January 13, 2020 - Twitch

There are multiple cameras that sit right next to each host, so that everyone can feel as though the host is talking directly to them — not that camera that’s “stuck up there in the corner of a room.” He and the hosts also interact directly with those who are commenting during the shows on Twitch. “It makes listeners feel valued, that they have a place in the show. A sense of community and a sense of loyalty,” Rajaniemi told BSM.

Tepper is excited about the success that his station is having with Twitch. “As you grow a brand, you want to try to have milestone goals for guys to show some wins,” and in Denver, they’re winning the Twitch game. “Our younger audience is growing, and the younger demos are good places where you start to build a good foundation for the future.”

Altitude Sports 92.5, owned by Kroenke Sports & Entertainment, the same entity that owns the Nuggets and Avalanche in town (among other teams and ventures across the country and the U.K.), is a relative newcomer to the competitive sports radio landscape in the Mile High City. 104.3 The Fan is the longtime leader in the Nielsen ratings in town, and Tepper said during “these patient journeys of growing success in Nielsen,” it doesn’t hurt to have a vehicle like Twitch which could turn passive listeners into P1s. 

The intimacy of Twitch isn’t lost on Cumulus’ 104.5 The Zone, the sports radio ratings juggernaut in Nashville. Its program director, Paul Mason, told BSM: “Our industry and technology is always evolving. It is important that we give our listeners different options to consume 104-5 The Zone that fits their lifestyle, preference, and schedule.  Video has been one of our strongest forms of listener engagement over the years and creating 104-5 The Zone TV allows WGFX talent to reach their listeners on multiple video platforms each day. It also opens up many other opportunities for our clients, sales team, and promotions team.”

A quick search of “1045thezone” on twitch.tv brings the station’s Twitch page right up, while one can search “altitudesr” and up comes Altitude Sports 92.5’s Twitch page.

If you’re looking for some good ole’ Kansas City Chiefs talk, Josh Brisco provides it not only on 810 WHB in KC, but he live-streams his show, called “(Almost) Entirely Sports,” on Twitch, too.

“We still live-stream video to Facebook and YouTube as well, but Twitch is by far the most involved and loyal part of our audience, which translates to them asking some of the best questions and really ‘getting the show’ the highest percentage of the time,” Brisco told BSM.  “I’ve never really liked taking phone calls, so our audience is pretty well-accustomed to the fact that if they want to ask a question or leave a comment, going to our chat is the best way to do it. I imagine that less-online listeners understand that it serves a similar purpose to a basic text line. You certainly don’t have to watch the show on Twitch to engage with us or to understand what’s going on, but it’s probably the most fun way to follow along and interact.”

Brisco, whose show airs on 810 WHB most weeknights at 7 local time, said it wasn’t hard for Union Broadcasting management to jump on board with Twitch.

And as for the higher-ups at Audacy, they’ve already taken the Olympic dive into the Twitch pool. Last July, the company (known as Entercom then) entered a distribution partnership agreement with Twitch. Originally, six sports stations were involved (WEEI-Boston, WFAN-New York, 105.3 The Fan-Dallas, 670 The Score-Chicago, 92.9 The Game-Atlanta, and 97.1 The Ticket-Detroit.) BSM, at press time, couldn’t verify if the partnership deal to broadcast content from the company’s sports stations in 29 different cities is active. But that’s the plan. 

Entercom and Twitch Strike Distribution Deal Involving Sports Radio Brands  | Barrett Media

As for Tepper, Twitch is not only winning on the programming side, but it’s making money for the station that loves to break down every nook and cranny about the city’s beloved Broncos. “We do get a small revenue stream off it,” he said. “In the end, the most important thing is revenue. This has generated us a revenue that we would not have if we were not on this platform.”

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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BSM Podcast

Media Noise: What Does The Return of Bob Iger Mean to ESPN?

Demetri Ravanos

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Demetri Ravanos has questions about Disney going back to the future with Bob Iger. This entire episode of Media Noise is all about what the change at the top of the Walt Disney Company indicates about the future of ESPN.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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Barrett Blogs

Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

Jason Barrett

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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