Monday, June 25, 2012

Passion, Profit Make Sports Talk Appealing

Twenty-five years ago when one all-sports radio station launched in New York City, it seemed like a laughable endeavor to some. These days, with several all-sports radio networks and their affiliates across the country, the only laughter might be coming from management and ownership as they make their way to the bank.

That's at least part of the reason CBS Sports Radio plans to join the crowded field of sports-talk radio as soon as this fall. A full-fledged launch of the network will come in January 2013.

The seemingly saturated market of syndicated sports talk includes ESPN Radio, Fox Sports Radio, Dial Global, Westwood One and many others. Along with CBS, NBC recently announced its own plans to move into sports-talk radio.

It's an exciting time for on-air talent because more networks mean more opportunities and more suitors for their work.

So, while ESPN Radio typically boasts great depth in terms of it's talent, the quality of people behind the network's main on-air teams might drop in the future -- especially if certain folks depart for other networks to showcase their work and earn a bigger paycheck and more prominent role.

Unfortunately, more sports-talk radio does not mean better sports-talk radio.

While many hosts and programs have crafted a national niche with loyal listeners (and while sports-talk radio success seems systematic at points), not all find the same support. Also, having a host move from one network or station to the next does does not guarantee listeners will follow. Putting a microphone in front of a host who has had success as a regular replacement does not always work, either.

Unfortunately, when hosts and networks start searching for a way to make an impact and remain viable, style and substance often take a backseat to entertainment and information. So, instead of commentary and context, listeners could get less than they expect as sports-talk outlets continue to grow across the county. That means less thoughtful discussion and more contrived debates, rants or uninhibited callers.

Sports-talk radio has grown because it can be profitable. People -- at least a fairly large male subset of the population -- listen. They're passionate. Plus, sports, and sports talk especially, can be cheap to produce. At the local level, that means a singe board operator might be one of the station's biggest personnel expenses. And that's not a bad option for a small station that can then rely on network shows to keep people interesd.aw the ad revenue of its larger counterparts.

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