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Meet the Market Managers: DJ Hodge, iHeartMedia Cincinnati

“When you see Mo and Lance have 70,000 Twitter followers, you know exactly how important they are in the market. You know exactly how big their level of impact is. Believe me, the businesses in Cincinnati know that.”

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DJ Hodge is a media pro’s media pro. The market manager at iHeartMedia Cincinnati wasn’t born and raised in radio. He spent time working in the newspaper industry. He has also seen a different side of sports radio, working for the broadcast network of the Xavier Muskateers.

Like so many others associated with talk formats in the town, Hodge is a Cincinnati lifer. You have to be in order to make an impact in the city.

In today’s Meet the Market Managers conversation, presented by Point to Point Marketing, DJ and I discuss why sports talk in the city is in good shape, even without a full clock of local content, how to keep the Reds happy while still being critical, and why more than just his sports properties get in on sports coverage at iHeart Cincinnati.


Demetri Ravanos: WLW is celebrating its 100th anniversary this year. I don’t know a whole lot of news talk stations around the country where sports is more associated with the history of their brand. So what role did sports play in that celebration? 

DJ Hodge: We celebrated it on March 23rd, and it was an awesome, awesome day! We played a lot of sound from as far back as we could get. We created a lot of fun spots that sounded like 1922. We actually had a really cool promotion. We gave our listeners a chance to co-host on that day, March 23rd. Each of our dayparts on WLW that day had a listener in as a co-host.          

Cincinnati is a very special place and WLW is unique in that it really wraps itself around the whole market. As you pointed out, sports is a huge part of the stations, the Reds, the Bengals, UC, Xavier, FC Cincinnati and NKU is part of the fabric of the city and sports is part of the backbone of the station. And we really try and walk that balance. 

DR: So you mentioned the Reds and the Bearcats on WLW and then WEBN also has the Bengals. Why is it important to you that sports have a presence across so many different iHeart formats in the market? 

DH: So we do a triplecast with the Bengals. That was the brainchild of Joe Frederick, and we have been doing a triplecast of the Bengals for over a decade. So we have it on WLW once the Reds’ season ends. Then we have it on ESPN 1530 in the market, which is a monster signal, and then we have it on WEBN, as you referenced, our heritage rock station. For us, it’s just a way to make the team available across as many of our stations as we possibly can. We really love the inclusion of WEBN and have found that to be a great FM home for the Bengals.           

We actually had some fun two years ago when everyone knew we were going to draft Joe Burrow. As you probably know, “Welcome to the Jungle” is kind of the unofficial Bengals theme song. We worked with Zac Taylor to cut some intros for us and the three nights leading up to the drafting of Joe Burrow, we played “Welcome to the Jungle” at the exact time that Burrow would be drafted on Thursday, which I think was 8:07 if I remember. So all of our stations in the market, including our CHR and our news talks, played “Welcome to the Jungle” at 8:07 Monday, Tuesday and Wednesday with an intro personalized for that station by Zac Taylor. 

DR: Ohio is a football state, but Cincinnati is a baseball town. So, how much can a Bengals Super Bowl run do to combat disappointment from the Reds?

DH: Well, the euphoria definitely has continued to carry on. You’re right, this is a high school football, college football, pro football state.          

Obviously, the Reds are not out of the gate the way you would hope, but the euphoria of the Bengals has carried over since the postseason run. Everyone thought the Chiefs would make the Super Bowl for the AFC. You kept hearing the national pundits say that the Bengals were a year ahead of schedule or two years ahead of schedule. So it was so unexpected. It really just caught the city a bit off guard, and I’ve not seen this city for any four week period have that much euphoria.               

Certainly, after the 90 World Series the town lost its mind and we were excited about UC in the Final Four. There have been events for sure, but a four week stretch where you literally hugged strangers was new. It was one of those hug-a-stranger moments where people were so excited. Everyone wore Bengals gear.                

The Reds have not gotten off to the start they’d like. We’re getting a chance to watch a lot of young players and certainly, you hope that the future is bright. This is a chance to watch these young players develop. The city is very much wrapped around the NFL draft, which is this evening, as you and I are talking. Demetri, we’re not used to picking 31, I have to be honest. So the city has draft fever today and everybody’s really excited to see what happens tonight to make the team even better. 

DR: So now since we introduced the Reds as a topic, I do have to ask about that uncomfortable moment when Phil Castellini drew criticism for asking, “where are you going to go” when fans questioned the team’s fire sale of talent. He makes this allusion to “it could always be worse,” you can move the team. How, as the market manager, do you approach that? Whether it is talking to talent about balancing serving a partner with acknowledging reality or anything else that maybe I’m not thinking of, what comes along with your role in a situation like that?

DH: Honestly, as you asked the question, you encapsulated it perfectly. You want to treat a partner fairly, for sure. I have the pleasure of knowing Phil, obviously a little bit. He loves this city and cares deeply for the city. Certainly, that message from him didn’t come across the way he intended. I know it didn’t, but you’re right, the response to that has to be authentic. That’s the conversation with our on air talent across all of our stations.         

First and foremost, I need the talent to be authentic. We’re not going to read from a script. I’m not going to tell them what to say. Their listeners would see through that. Their credibility matters a ton for us. So it’s about them being credible and them being honest, but again, being respectful of our partner and not wanting to look like we’re piling on or look like we’re doing anything but telling the story.        

As you know, topic A becomes topic A. Topic A tells us what you’re going to talk about, and certainly for a couple of days that dominated the airwaves. We had some talent that were very much pro-Phil and stood up and said, “Hey, that’s not what he meant”. We had some that took umbrage with it and took some shots.           

It’s about being a good partner. We are as pro-Reds as we can be. I’ve been a Reds fan my whole life. I’m from here. The majority of our on air talent, like your friend Mo Egger, are from here. So we’re lifelong Reds fans. This is personal to us and it’s a passion for us. You just want to be fair there, right? You want to tell the story that’s there. You want to inform fans. You want to let fans vent and listen. We had Phil on right after that to sort of tell his side of what he meant and apologize for the way it came across. We want to be good partners, first and foremost, and we are. We love the Reds deeply!                

My on air talent does have to take the stance that they believe in. I said to one just the other day, “listen, you can have the stance as long as it’s fair. Just be able to defend it. If somebody calls to question your opinion, you’ve got to be able to defend it yourself.” I want people to be authentic. 

DR: So you’ve been on both sides of that relationship right now with the radio cluster, but before that, you were working with Xavier University’s radio network. How did that help you learn to identify and meet teams’ needs as their flagship station? 

DH: That’s a great question. I had five great years with Learfield Sports at Xavier University as the general manager, and that provided me great perspective. You see it through the lens of how you want your brand portrayed. You see it through the lens of how you want your fans to be able to receive content and sort of the opinion around that. I think our talent do such a great job of that on all of our stations.                

But you see it through the eyes of the coach as well. I remember having conversations with Sean Miller, who I love and who’s back in the market now, about a loss and the way it was portrayed in the market. At that time, what I was looking at is how the program is viewed and how the fan base is getting content. Now on the other side, I’m very sensitive to that because I’ve been over there. You’re right. I know what it feels like. I know what you want to accomplish, but you also want and hope that your flagship partner will have your back and present your information as fairly as possible.            

But again, sometimes, you know, topic A. is topic A. When I was at Xavier, if we lost a game we should have won, like Duquesne one year,  you’re going to take some heat, right? And the sports talk guys are going to take some shots. That’s part of the deal. It’s part of being fair and balanced. 

DR: So you were also at the Cincinnati Enquirer. The period of time you were there is really interesting because it is sort of the beginning of digital overtaking newspapers in an undeniable way. And I wonder what lessons about adaptability you learned during that time that you brought with you to radio.

DH: Hey man, you’ve done a fantastic job with your research because you’re right. I was there at a time, 2003 to 2007 I believe, off the top of my head. I wasn’t prepared for that, but I think that’s right.                

You’re right. It was right at the very apex of print and right as it was starting to get into the digital content space at the Enquirer owned by Gannett. We had launched Cincinnati.com right before that, and it was about disseminating the content. Now you’ve seen that newspapers have great writers. The Enquirer here in this market is somebody that we work closely with. They provide really good content from their beat writers. So people are going to want that content, but you’re right, it was migrating from the print version. It started that migration probably in 07 and then much heavier in 08 and 09. People are still craving the content, just receiving it a little bit differently.            

Similar for us, right? We’ve had this explosion of streaming audio and podcasts now that there are smart speakers in the home. People are receiving their content from us, still of course predominantly through the radio in their cars, but now we have hundreds of thousands of session starts per week around our stations through a phone, through a smartphone, through a smart speaker. People are listening to us in different ways. You can get us on Xbox and Playstation and all the different devices where you can get streaming audio now.                 

It’s about the content. It’s about delivering it in a way that consumers want to receive it and where they are. That is the backbone of what we’re doing. It’s why the podcasting space has been so influential for us. Our leadership team has done a great job of keeping iHeart at the very tip of that spear.               

Podcasting is one of those pieces now that people come to us for and they want to learn more and they want to understand how can they reach consumers via that podcast medium. It’s been a really exciting few years and I know that like many things in this business, the next five years will see even more changes and will continue to lead from the front. 

DR: You mentioned podcasts. I think for most people, that’s where their mind goes first when you talk about digital audio. Radio has provided a great space where those things can coexist. There is something about the real-time nature of radio that podcasting will never be able to match. I wonder, as you look back on your time at newspapers and as you look at what radio is doing now compared to podcasting, do you see a way that printed newspapers could have better coexisted with the digital space, or is the X factor of live content something that just can’t be replicated? 

DH: I think you nailed it right there. It is the live companionship that we provide. The one thing I would disagree with you on is that if I went to the mall, people still do that I think, and said, “Hey, what’s the first thing you think of when you think of streaming audio or digital audio?” I think they would say playlists. I think they would say it’s Pandora or Spotify or iHeart. “I type in an artist that I like and I hear songs like that”. That was really the first thing most people were using streaming audio for. 

Now, podcasting is coming on really strong. We were really in that space early on with, as you again, touched on, perfectly on-demand listening. If you couldn’t listen to The Bill Cunningham Show live because you had a work meeting or a lunch meeting, you could listen that night! You could listen when you got home if you were cutting the grass, and people still do. The downloads for those on-demand shows are still really significant each month in terms of monthly listens and uniques. The space has exploded though.             

It’s not replacing what we do in terms of companionship, but it’s replacing that time exercising or walking your dog. It’s making people say “hey, I want to listen to a story”. I, personally, love the crime dramas and all those criminal investigation podcasts, comedy and sports and all the different genres that we thrive in. But it’s a great place to tell a story, but it’s very different than the live companionship that we provide people through the broadcast radio during the day. 

DR: Let’s talk about Cincinnati. I know it is often described as a very parochial market. You know, it seems like the kind of place that would embrace a station with 12 hours of local sports talk every day. Why hasn’t that happened? It seems like no competitor has had real staying power with that strategy. 

DH: Yeah, news talk and sports talk are expensive to run for sure. I think we’ve done a great job with 1530. We’ve expanded our local hours. We still have a great partnership with ESPN in morning drive, but we’re now more live and local. We started a few years ago carving out one hour in the middle of the day for a show called Cincy 360, which is hosted by Tony Pike, the former Bearcat and Carolina Panthers quarterback. We then expanded that to 2 hours with Tony every day. We do an hour of ESPN programming and then it leads to Mo’s show in the afternoon, 3 to 6. I feel like we really found a great balance with the right amount of local content.                 

You’re right, Cincinnati is a parochial city. We largely don’t move away. It’s very neighborhood-based. Cincinnati, similar to St. Louis, Milwaukee, Minneapolis and Salt Lake, is a place that is very traditional and people don’t typically leave. Your parents lived here, your grandparents lived here, and you cared deeply about local sports. 

For us, the national perspective in the mornings on ESPN 1530 is great. Especially when the Bengals are good or the Reds are good, or like UC football, it has been amazing. So it’s fun to get the national perspective when we’re in the national spotlight. Then we have a couple of different opportunities every day to really dig into the local piece. Plus there’s Lance McAllister, our flagship sports talk program that launched the career of Cris Collinsworth. Lance has a show every night on WLW. It is really the foundation of our sports talk, and it’s a great way to culminate what’s going on and really drive home the local stories from a lot of different perspectives. 

DR: So without that 6A to 6P or 7P approach, does that make it easier for your sellers to market Mo and Lance to new advertisers as the authoritative voices on sports in the market? 

DH: For sure. You’re really familiar with the radio measurement tool. It’s tough sometimes, just given the amount of people. That can’t give you a great, clear picture. But today, you can get a great measure of the impact of people like Mo Egger and Lance McAlister have in the marketplace by their social media engagement. When you see Mo and Lance have 70,000 Twitter followers, you know exactly how important they are in the market. You know exactly how big their level of impact is. Believe me, the businesses in Cincinnati know that. That’s why they want people like Mo and Lance to speak for them. They know the connection that they have with the audience.        

Sports talk doesn’t typically crush it in ratings, as you know, but the level of engagement, the passion of the audience that’s there every day is really beyond what is measured. That’s been the really cool piece about watching that unfold with social media. Mo and Lance are really never off the air, right? I mean, they’re on the air, but then when they’re not, they’re still engaging with fans and getting into debates and having an understanding of what the fans are thinking and feeling. That really drives the content of the shows the next day.                   

It’s really a 360-degree approach in the sports space that has been driven by the impact that Lance and Mo and people like them around the country can have, which again drives listeners to their show and then creates that engagement that is so important. 

DR: So I’ll ask you one last question before I let you go. And I think this is an important one. Is Cincinnati chili a prank that you all are pulling on the rest of us? 

DH: Absolutely not, and we do not understand those of you that don’t get it, Demetri. Listen, Cincinnati Chili is not a traditional chili. We get that, but it is yummy and delicious and should be eaten as often as possible.               

Who doesn’t like noodles and sauce with meat and covered in cheese? It’s hard not to like. We are very passionate about our Cincinnati chili and we all authentically love it. I promise you. 

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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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BSM Writers

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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BSM Writers

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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