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There’s Good Ways to Broadcast Bad Teams

How do broadcasters handle calling the dog days of a team that’s playing poorly? Andy Masur asked a couple of announcers in that position.

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When your team isn’t playing well, it’s tough on everyone. The organization feels it, so do the players. Of course the fans get frustrated and yes, it can even affects the broadcast. Nobody likes it when their team loses. But let’s face it, in baseball, the best teams are going to lose around 60 games a season. But it’s those 90-100 loss seasons that really take their toll. It makes the season seem longer. It feels like September, but it’s only July. 

I’ve experienced these early ‘dog days’ as a broadcaster on more than one occasion. The team I was covering was double digit games back in the standings with no improvement in sight. We weren’t even halfway through the season yet. It will test your metal as a broadcaster, to be able to keep it together and most importantly keep your audience involved and engaged. 

I reached out via email to a couple of friends in the industry to get their take. Unfortunately, their teams are not performing that well to this point of the season. I wanted to find out from them a few different things.

Were they trying new things on the air while their team was struggling?

What do you do, when your main job is to describe what you see, and what you’re seeing isn’t good?

How do you keep your audience entertained when the team isn’t doing it for you? 

Jack Corrigan is in his 37th season of calling Major League Baseball games. He recently broadcast his 3000th game with the Colorado Rockies. Corrigan started in Cleveland in 1985 before moving to Denver, to broadcast Rockies games in 2003. As I write this column, the Rockies are 31-42, 15 games behind the Dodgers in the NL West. For Corrigan though, the mission is the same, win, lose or draw. 

“I don’t think I do anything different based on recent play. Like you, I’ve had my share of tough stretches/seasons between the Indians and the Rockies, but I compartmentalize each game as a new story,” he told me.

“Herb Score (the legendary Indians broadcaster) told me once that even the worst teams still win 50-60 games,” Corrigan added. “So believe that game is going to be one of those wins. And Herb, God bless him, also told me to feel better, even if that game ends up in a loss, because the team is still going to win 50-60 games and your odds have now improved by one game!”

Dave Jageler is in his 17th season with the Nationals, teaming with Charlie Slowes on the radio calls. As I type this sentence, the Nationals are 28-48, a full 20 games behind the Mets in the NL East. Like Corrigan, Jageler says he really isn’t doing much differently as a result of the team’s lack of early success. 

“The preparation is the same (both pre-series and day of game) as any other year,” Jageler told me via email.  “However, I am reminded of advice Dave Van Horne gave me my first season when the Nationals were struggling and facing a struggling Marlins team.  He said he approaches every game like he is the doing the “Game of the Week.”  In other words, find some sort of story line that makes that day’s game interesting.  And he’s right, because every day the game you are doing is the most important game of the day!”   

But Jageler points out there are a few subtle differences in calling games for a team out of the race.  

“I don’t focus on the standings or the big picture of what this game means to the team’s chances or status in the race. Instead, I focus on the element of just that series,” said Jageler. “…for example, the team is going for a series win…or trying to avoid the sweep in the series rather than talking about games back in the standings,” he pointed out. 

It makes a lot of sense. Tailor the broadcast to your audience. Fans of your team are smart enough to know that things aren’t going well on the field. They don’t want to be beaten over the head with all the negativity. If you are just harping on the team’s performance, you’ll probably lose them as listeners. It’s a challenge for any broadcaster to hold that audience whether the team is winning or not. Jageler understands the need to be honest with his listeners, but there is that fine line you have to be careful not to cross. 

“I do manage my commentary on air when it comes to bad play or results slightly. You owe it to your listeners to describe a play fairly and objectively (good or bad). However, where you draw the line is referring back to a bad play constantly or piling on. Our fans are savvy enough to know the state of the team and the state of that game if the score is bad. Piling on will only alienate you in the clubhouse and frankly cause listeners to tune out,” he accurately pointed out. 

Having been behind the mic for tough seasons before, the worst thing you can do as a broadcaster is let all the negativity get the best of you. As Jageler points out, not only is that kind of talk a turn off to the fans, it wins you no friends in the clubhouse. That will make a tough job even tougher. These are human beings who are not trying to play badly. You have to be the same person, whether they (the team) win or lose. Players and managers respect you more if you aren’t a ‘front runner’. 

“The team, the station, the advertisers all want to keep people listening, so you have to be honest about poor plays, but always give them a reason to keep listening,” Corrigan said. “I think it’s imperative to have stories, interesting facts, a little pop culture to fall back on when things aren’t going well. If the audience feels you’re still having fun with the game and with your partner, they’re more likely to keep listening. A good ‘I didn’t know that’ anecdote goes a long way to getting through difficult times.”

Tough seasons test your creativity as well. The main point is to hang on to that audience as has been pointed out. Let your personality shine. When I was in San Diego, Ted Leitner and Jerry Coleman had such a rapport from all the years they’ve been together it was easy for them. All Ted had to say was, “Hey Jer, what’d you do today?” and the audience knew something riveting was about to happen. Coleman would wax on about his day, which usually contained something quite unintentionally funny. Fans grew to love the ‘segment’ and looked forward to it when the Padres weren’t playing well and even when they were.

Some clubs are struggling by design if you will. Trying to rebuild from the studs in an attempt to build a palace. Draft picks are coveted and prospects are revered before they’ve ever stepped foot onto a big-league diamond. Fans hang on every stat, and promotion. This of course puts more emphasis on the minor league system. But it doesn’t work for all teams. 

“We have a sponsored segment regarding our farm system, so that’s always a part of our broadcasts,” Corrigan accurately describes. “I think the announcers for organizations that have a “draft and develop” philosophy are likely to talk about their farm system regardless of how the big club is doing.”

Professional announcers are able to adapt to the situation. But, the audience, whether the team is winning or losing, expect certain things from their play-by-play folks. They want an entertaining, informative and detailed account of what is happening on the field and off of it. The good ones understand this implicitly. 

“The bottom line is I try to bring the same energy every day to the job whether it is a postseason game or a July game with no bearing on the standings at all.” Jageler tells me. “If you don’t bring joy to the game and are broadcasting like it is a chore, why would anyone tune in?  The team may not be in first place, but I try to be a first-place broadcaster.”

BSM Writers

Sports Talkers Podcast – Carl Dukes

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Carl Dukes went from DJing clubs to holding every job there is in a radio building. Now he is dominating 92.9 The Game in Atlanta. Check out his conversation with Stephen Strom.

iTunes: https://buff.ly/3xYq3Oe 

Spotify: https://buff.ly/3JVYgDp   

iHeart: https://buff.ly/3JWPFQS 

Google: https://buff.ly/3w9RBzX 

Amazon: https://buff.ly/3psPDGZ  

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Terry Ford Couldn’t Say No To 107.5 The Game

“In Columbia, South Carolina Gamecock fans are in 150 percent. These people love football. The Atlanta experience, the taste of it in Lexington really gave me a good foundation for what we have here in Columbia.”

Tyler McComas

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If he had to put a number on the big decision he made last year it would be 150 percent. Sure, leaving Lexington, KY and 96.1 WZNN didn’t happen without long thoughts and consideration for Terry Ford, but the opportunity to work for one of the most respected names in the business was too much to pass up. 

In late November of 2021, Ford was named the new program director and host at 107.5 The Game in Columbia, SC. The opportunity originally came about during a conversation between Ford and Jason Barrett. Ford had always wanted to work with Bruce Gilbert. Barrett knew this, so when the position under the Cumulus umbrella opened, he urged Ford to consider the position.

“I’ve always wanted to work for Bruce,” Ford said. “Jason told me there was an opportunity to work with Bruce and I talked to the market manager Tammy O’Dell. She was fantastic. Everything was just too good. It was 150 percent the right decision. This has been nothing but a phenomenal experience.”

Columbia is the exact market you think it is. Situated in a college town, which breeds incredible passion for Gamecock athletics. South Carolina has had success in basketball and baseball, but to its core, it’s like most other SEC markets in that college football rules the day. To an outsider, that can sometimes be a challenge to immediately grasp and understand. But Ford is no outsider when it comes to the SEC. His previous stop was in Lexington and he even did a stint in Atlanta at 790 The Zone. He knows the landscape of the SEC.

“When I was at 790 The Zone, I’ll never forget the PD Bob Richards was like, ok, you have to understand, we might have pro sports here but the Georgia Bulldogs are gigantic,” Ford said. “This is SEC country. I kinda learned then and there that if Georgia was sniffing around some 9th grader that runs a 4.2 40-yard dash, that’s a story. When you’re in SEC country, everything is a story that matters to the local program. Atlanta gave me my first taste of the passion of the SEC football fan. Lexington was different because it’s a basketball school. And in Columbia, South Carolina Gamecock fans are in 150 percent. These people love football. The Atlanta experience, the taste of it in Lexington really gave me a good foundation for what we have here in Columbia.”

But there was much more to his new gig than just understanding how much passion there is in Columbia for Gamecock football. His biggest challenge was going to be to earn the respect and trust of his on-air staff as their new PD, as well as blend into the three-man show he was going to be a part of. So how did he do that?

“It’s kind of a tightrope,” Ford said. “You’re the PD, but you’re also in the octagon with them. I really think talking with hosts in ‘hosts talk’ is the best way to connect with them when you go to another market. We hosts are different. When you can sit and talk like hosts together I think it builds a connection. I think all hosts, when you get a new PD, you’re like, ok, what the hell have you done? You’re going to be in charge of me as a host, have you hosted? I think that’s natural for a host, whether it’s outward or internal. I’ve done the same thing.”

Ford has more than 20 years of experience in sports radio. That will garner him some respect in the building, but not as much as his continued eagerness to learn from others. That could very well be one of the best traits for any PD, no matter their age or experience. If you’re always eager to learn, you’ll undoubtedly be better. Ford is just that. He wants to learn from as many people as possible. 

“I’ve always wanted to learn from guys like Scott Masteller or Bruce Gilbert or Jason Barrett,” Ford said. “People who have done this successfully at a high level. And learning from guys who’ve done it in different size markets. You can’t take things from Philadelphia and apply them to Oklahoma City. It’s a different level. I wanted to learn how different guys in different markets program their brands. I wanted to learn all aspects of the business.”

Ford’s eagerness to learn isn’t where his characteristics of being a good PD ends. In the eyes of a host, it can be appreciated that the PD in the building has also seen things from their side. Ford has done exactly that. In a closed-door meeting, he’s now the one delivering the news, good or bad, to a host. But it wasn’t long ago when he was the one sitting on the opposite side of the desk. 

“I never want to forget when I went into programming, what it’s like to sit on the other side of the desk in that other chair,” Ford said. “Because it can suck. I’ve sat in that chair and gotten good news and I’ve sat in that chair and got some crappy news. I just never want to forget what it’s like to be the guy sitting there getting news. I want to take all those experiences and all that knowledge and you come in and deal with a Heath Cline, or a Jay Phillips, or Bill Gunter, or a Pearson Fowler, who’s under 30, or Patrick Perret, who’s under 30. I want to be able to relate to them and talk to them in their host language, where they say, ok, this dude speaks the language. He gets where I’m coming from. It’s just about finding a way to relate to everyone.”

To be completely transparent, the phone call I had with Ford only lasted 20 minutes. But even in that short time, I found myself saying, wow, this is a PD I would love to work for. He’s intelligent and passionate about the business, he’s incredibly skilled and genuinely cares about relating to his hosts, but he’s also really funny. Each question he answered was well-thought-out and insightful, but it wasn’t said without a short joke until he broke out with a serious answer. He’s a guy that knows what he’s doing but isn’t the dreadful guy that sucks the life out of the building. Columbia seems lucky to have him. 

“Sometimes you get good fortune from the radio gods and other times you feel like you can’t get any luck they’re taking a dump on you,” Ford said. “They smiled on me through circumstance and with the help of a guy like Jason Barrett I ended up with a good opportunity in Columbia. It was too good to turn down. It was one of the moments where, if I turn this down, I’m a dope. I’ve been a dope in my life and this time I decided not to be one.”

I’ve always been interested in the daily life of someone who’s both a host and a PD. I don’t envy it because you have to perfectly delegate your time to fulfill both duties. So how does Ford go about it?

“Massive chaos at high speed while blindfolded,” joked Ford. “I get up around 6:30 in the morning and away from the office, I try to put in a couple hours of prep. That way people aren’t asking me about stuff and I’m not doing PD things. All I’m doing is trying to prep like a host. I try to give myself a couple hours of that before I come into the office. I’ll be honest, prepping as a PD and prepping as a host, good luck. I tell the guys here, I’m probably about 75 percent of a host right now, in terms of effectiveness. I just can’t prep like I want to. I’m a prepping dork. I jump down all sorts of rabbit holes and I’m deep-diving into stuff. As a PD you don’t have that time to dive.”

Ford started his radio career outside of sports talk. But he was always captivated by the business and spent many nights debating sports with his friends. It was a passion, even though he wasn’t yet hosting a show. 

“I always was captivated by sports talk, but when I was growing up it was a certain way,” Ford said. “It really wasn’t the way that I wanted to do it. I said, man, if it ever becomes where you can be opinionated, compelling but you can also have some fun, I’m all in. I always had an eyeball on sports while doing music radio. Around 2000, I said, I love sports, talking sports, you know what, screw it, I’m going to start looking for sports talk openings.”

So he did, but while searching for openings, Ford had to refine his craft, while also building a demo. He did it in a way that perfectly sums up who he is as both a talent and a person. He made it fun 

“I was doing rock radio at the time, and you talk to dudes, and what I would do is start sports conversations with them and record it. I would save those and put a riff in front of it like a monologue and I would take these calls and I built a demo by talking to drunk guys at a rock station in Harrisburg, Pennsylvania. I got the gig off of that for Sporting News magazine in Seattle.”

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Anatomy of a Broadcaster: Kevin Burkhardt

He is always upbeat, but never over the top. No screaming, but his energy remains consistent and smooth throughout a broadcast.

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Anatomy of a Broadcaster, Kevin Burkhardt

It wasn’t all that long ago, that Kevin Burkhardt was selling cars in New Jersey. Now that’s all in his rearview mirror and Burkhardt is getting ready to enter his first season as the main play-by-play voice of the NFL on Fox. You could say he could be the definition of ‘perseverance’, doing whatever it took to chase a dream. That focus has certainly paid off nicely for Burkhardt. The leap he made in two decades time is amazing and not often duplicated. 

Growing up in Bloomfield, New Jersey, Burkhardt, would do play-by-play for his Nintendo games back in his Junior High days. He loved Gary Cohen and tried to emulate him as best he could. Strangely enough, he would end up working with Cohen on Mets broadcasts on SNY. 

A 1997 graduate of William Paterson University, Burkhardt earned a degree in broadcasting. He took that degree to radio station WGHT in Northern New Jersey, spending eight years working for the station. It was a 1,000-watt, daytime only AM station. Burkhardt delivered local news and called high school football. While at WGHT he also worked at Jukebox Radio, broadcasting New Jersey Jackals minor league games for WJUX. To make ends meet while doing freelance work, Burkhardt began working as a sales associate at Pine Belt Chevrolet in Eatontown, New Jersey. Over the next six-plus years Burkhardt could not find a larger station willing to take a chance on him. 

He recalled the frustrated feeling he had back then, when he spoke with Sports Illustrated in 2013. . “I thought I was good enough to make it [in broadcasting], but after so many years of busting my tail, I was making $18,000 a year and working all kinds of odd hours,” says Burkhardt. “It just wasn’t happening for me.”

Finally, Burkhardt got a part-time job working at WCBS-AM in New York, which in turn put him on the radar of the all sports station, WFAN. He began to work there part-time, then eventually became the station’s full-time New York Jets reporter. He got the break he needed. 

ROAD TO FOX

After his stint at WFAN, Burkhardt joined the Mets broadcast team starting the 2007 season for SNY. He appeared on shows such as Mets Hot Stove, Mets Pregame Live, Mets Postgame Live and Mets Year in Review. His main duties though were as the field reporter during Mets telecasts. He would also call select games during both Spring Training and the regular season. 

Also, while employed at SNY, he called Dallas Cowboys games on Compass Media Networks from 2011 until 2013. That’s when he left for Fox. But, sandwiched in between was an opportunity to be seen by Fox execs. He called a Mets/Braves game with SI’s Tom Verducci on their network. The Fox brass liked what they saw. 

According to that 2013 SI article, Burkhardt’s agent initially had discussions with the network about his client calling college football this season but those talks morphed into an NFL opportunity. “When my agent called me with that, I was floored,” Burkhardt says. “I’m sure you hear people say ‘this is my dream job’ all the time, but I literally dropped to one knee on the floor. I could not believe what he was saying on the other end.”

He started with the #4 broadcast team and of course has worked his way up from there. Now, some 9 years later he’s on the top crew. After Joe Buck left for ESPN earlier this year, Burkhardt was promoted to the #1 broadcast team for the NFL on Fox, alongside Greg Olsen. 

Football isn’t the only thing Burkhardt has exceled in at the network. He is the lead studio host for Major League Baseball coverage on Fox and FS1 during the regular season, for the MLB All-Star Game and throughout the entire MLB Postseason.

GOOD CHOICE

When Buck left for ESPN, in my opinion Burkhardt was the obvious choice to replace him. Buck leaves some big shoes to fill, but Burkhardt has the ability to make this work. It’s never easy to replace a well-known commodity like Buck, but Burkhardt himself has been featured prominently on the network. As mentioned, his other high-profile assignments have made him visible and appreciated by viewers. 

If social media is a good judge, I almost got that out without a chuckle, the choice was a good one. Even the outgoing play-by-play man was on board with the decision. 

Burkhardt will do a great job and will become a fixture on Sunday afternoons. 

WHY IS HE SO GOOD?

Maybe we’re finding out that he was a great car salesman through his work on television. I mean there’s a friendliness and something reassuring about the way he calls a game. It’s positive, almost downright cheerful in his delivery. You know what you’re going to get from a Burkhardt broadcast. He is always upbeat, but never over the top. No screaming, but his energy remains consistent and smooth throughout a broadcast. I really enjoy watching everything he does.

While the style may be more lighthearted in nature, the information and description are right on the mark. The presentation seems much more relaxed than some announcers that can be a little ‘in your face’ at times. I say relaxed as a compliment, because as much as you want, a broadcaster can’t be ‘hyped up’ all the time. That would be disconcerting to say the least to the viewer.  

The fact that he has such a diverse background in the business really helps. Having done radio, he can understand the importance of brevity. That comes in handy when calling a game on television, especially when you want your analyst to feel free to make points. The reporting and studio hosting on his resume allow him to be very conversational and at ease. Those assignments also tune up your listening skills, which helps when calling action and working with your analyst.  It didn’t hurt either that he had so much experience on the big stage of New York. 

I know I’ve said this a million times, but he genuinely sounds like he’s having the time of his life every time he works a game or hosts a show. Considering where he came from, I’m not surprised. 

DID YOU KNOW?

In 2019, he called select games for FOX Sports Sun, the television home of the Tampa Bay Rays.

Since getting his break, Burkhardt has appeared as the celebrity endorser of Pine Belt Chevrolet, his former employer, in Eatontown, N.J.

In 2019, Burkhardt and his wife established the Kevin and Rachel Burkhardt Scholarship at William Paterson University in New Jersey, their alma mater, for a fulltime student majoring in Communications and preparing for a career in broadcast journalism.

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