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Dan McNeil Q&A Part 3: An Immediate Buzz

“I think living with regrets is kinda like inviting cancer. I regret the result of the decision to go to The Drive, but I don’t regret my decision.”

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In the final and third part of my Q&A with Dan McNeil, he talks about getting fired by ESPN, building The Score, the late, great Doug Buffone and how much longer Dan plans to be on the air.

Getting fired by ESPN 1000

Fishman: When ESPN tells you in January 2009 that they no longer need your services, how did that make you feel?

McNeil: I was crushed! It changed the way I would look at the business for the rest of my life. From that day on it would be nothing more than a job. I never again could commit myself emotionally 100% to a radio project. That place (ESPN 1000) was a dump when we walked in. It was billing $5 Million a year. We peaked, I think, at $26 Million/year in billing and it was because of “Mac, Jurko and Harry” it wasn’t anything else. 

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For them to, after a couple of bad fiscal quarters and disagreement with somebody coming in from the corporate nipple (ESPN) to kick me to the curb, I can’t say it was innocence lost, because that happened a long time ago. But it was a reminder of innocence lost.

What did Gordon Gekko tell Bud Fox (in the movie Wall Street)? “Never get emotional about a stock!” Never get emotional about a radio show. As counterintuitive as it seems, it might not be bad advice.

The Building of the Score in 1991

Fish: I’m not sure everyone is aware of your role in the building of The Score in Chicago even before it went on the air. Can you share that story?

Mac:  I’m producing “Coppock on Sports” and Seth Mason calls me in the Summer of ‘91 and says he wants to meet at some clandestine location and talk about a project. He was with ‘XRT and I had always respected him. I meet with him and he tells me about this daytime only opportunity where I would do afternoons and I was ready to try my own thing, I thought.

I was just turning 30 that summer so I didn’t have a whole lot of life experience, yet, but I said “Shit, yeah!” I’ll take a chance on a daytime operation run by Diamond Broadcasting. I had a high regard for what they had done. I started working there in August of ‘91 about five months before we actually fired it up. My job was building a sound library and interviewing would-be producers.

Fish: So you go on the air and at the start of your show you had Terry Boers as a co-host some days and Brian Hanley some days, right?  

Mac: Right. Terry didn’t commit full-time until August. So he and Brian Hanley were on utility duty with The Chicago Sun-Times covering college basketball, covering the Bulls. I was the most polygamous guy on the stations. There were days where neither of them was available and we’d roll in Kent McDill from The Daily Herald, Paul Ladewski from The Daily Southtown, or Tom Dore. I was given a lot of different faces those first six or seven months.

Fish: What was that first year like? You’re on a daytime only, brand new station in Chicago. What was that like in the initial stages?

Mac:  We felt an immediate buzz in the community but the newspaper industry rallied hard against us. There was an old guard of sports writers, a lot of them who tried to dismiss what the project was, because it seemed bombastic for them. It wasn’t “The Sportswriters” on WGN. It wasn’t journalism. Here’s (Mike) North, a guy making cracks about point-spreads and gangster movies. It offended a lot of sensibilities among those who covered media.

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Advertising dollars were scarce. The early sign-off…we all had bad feelings about some of the hurdles over which we had to leap. But I think because of that, there grew an authentic “us against the world” mentality. And despite of our occasional differences, there was a lot of pulling at the same end of the rope. There was a lot of team (effort) because we had a lot of things going against us. 

We were running the most grass-roots level Ma and Pa operation in town. This wasn’t CBS. This wasn’t ESPN. This was Diamond Broadcasting. They had ‘XRT and a station in Oklahoma City. The owner is down the hall. We’re on the Northwest side of Chicago in a low-slung bunker across the street from Foreman High School. It really was a shoestring budget. 

Fish: It seemed to me that the tight quarters helped create some of the great radio because everyone was right on top of each other. What do you think? 

Mac: I’m sure that’s correct. We couldn’t get away from each other. The studio was a phone booth with George Ofman (update anchor) behind us in a closet with a window. We didn’t have a computer. When we got a phone call–Judd or whoever was producing would right it on a note card and hold it up through the glass “Joe is in Arlington Heights. Topic-Sox.” We were given away spots for 35 bucks a throw and we had two-minute commercial breaks. I ran the board the first six months so I would pad the breaks with a 40-second sound byte from Bull Durham so I could get a smoke break. 

Fish: Terry Boers makes the decision to come aboard full time in August of 1992. Can you talk about the difference it made having him with you every day?

Mac: I had a real good level of comfort with Terry. We had three and a half years together when we would fill-in whenever Coppock was off. We had a head start on our partnership. That made me feel at ease. It’s got nothing to do with how I feel about Brian or anyone else. It’s just that Terry and I had a high level of comfort. 

Then in the fall the station ponied up for “The Mike Ditka Show” and it was fortuitous because Ditka lost his mind in his final season. They went 5-11 and he was at the high end of “Mount Ditka” of his years. He didn’t talk to the media except for his Tuesday show on The Score. So we had these TV stations trying to get video of him outside that dumpy little restaurant he had on Bryn Mawr near the airport. We had exclusivity.

Among the things he went nuts about that year was when he denounced his friendship with Ed O’Bradovich. He said “I don’t know OB!” Ditka told a caller “Neal from Northlake” to meet him at his office and he’d “whip his ass!” I broke a story that (Bears Offensive Coordinator) Greg Landry was so pissed about Ditka berating him on the sideline that he moved up to the booth. Ditka was a nut-job that year and we had exclusivity on the f***er. Mike Ditka had as much to do with making the Score a success in its first year as anybody. Ditka and Mike North.

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Fish: Having grown up listening to Sports in Chicago, what I hear on The Score was completely different than anything people had heard before.

Mac: Sports radio had been just that weekend kind of vanilla sports talk. This was much edgier. This was much more interactive. It was much more willing to hold the feet to the fire of the teams in town. That first summer, Mike North’s fight with Bears President Michael McCaskey over Jay Hilgenberg’s holdout. It was something different.

We gave people a fastball that they hadn’t seen before. It was a pretty solid lineup, too. It made a lot of sense. I thought North and (Dan) Jiggetts were a really, really good, fun midday show. I think Terry and I grew into a pretty damn good show, too. 

Fish: Do you have one or two favorite memories of something that happened on the show? 

Mac: I think our trip to Seattle with the Bulls in 1996. I was going on 35 and I had been wearing headphones for 14 years and I still wasn’t quite sure I belonged. We made the trip to Seattle and (PD Ron) Gleason had been tough on Terry for us not being positive enough about the Bears, Bulls and the Chicago teams. So when the Bulls lost unexpectedly on a Wednesday night, we were scheduled to fly home Thursday morning. They had another game in Seattle Friday at Key Arena. So I called Gleason and told him there’s no reason for us to come home. Let’s stay and do our show until the Larry O’Brien trophy is safely tucked in Jerry Krause’s suitcase. 

We met back at the hotel–Terry, Alzy (Producer Mike Alzamora) and me. That night we were having drinks at the bar with Mike Tirico, Dan Patrick, and Brent Musburger. We’re sitting there at the hotel bar at 6th and Seneca at the Crown hotel. I’ve got these guys I admire with drinks in their hands laughing their asses off as I’m holding court. I remember my head hitting the pillow that night and thinking maybe I made the right choice. It was the first time I felt that I belonged. We had an awesome trip. Bernsy (Dan Bernstein) was out there. We had fun with him and I fell in love with Seattle. 

Fish:  Score Management decides to break up the shows in 1999. What was your reaction to what happened? 

Mac: I was both pissed off and surprised. I felt as a founding father they certainly didn’t need my consent but I was owed a conversation before decisions were made. I was actually on vacation at the gas pump filling up my Expedition when Gleason called me with the news. He said “Starting Monday you’re going to be hosting with either Dan Jiggetts or Dan Bernstein.” I said, “Excuse me, what does that mean? And why are you doing this?”

We went back and forth for a while but I had to delude myself into thinking that it was good for the station. Terry and I opposed it but we went to work the next Monday on our new shows.

Fish: Terry really seemed to think that North had a lot to do with the lineup changes. What do you think?

Mac: I do, too. I talked to Mike about it on my show on ESPN in the Summer of ‘08 and he denied it. Mike had said something to Terry several months before the changes went down about Terry doing an 8 to Noon shift. Mike’s idea was to break up traditional time-slots you’re doing a 6-8am, 8-Noon, Noon-4 and 4-8pm. What the f**ck is that? And why would anyone decide Mike Murphy was good for the first two hours of morning drive. I was pissed about all of that. I thought they had taken our radio station and made it sick. 

Fish: What was it like working with the late Doug Buffone?

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Mac: I first met Doug when I was writing for The Hammond Times in 1986 or 87 and he was involved with an Arena league team locally–The Chicago Bruisers. One of the many short lived semi-professional football leagues in America that come and go like yogurt shops. I interviewed him about a couple of local athletes who played college ball. We talked football for about 15 minutes and he offers me a job in PR. Suggested I get a job in PR either with the Bruisers or with a team in Denver. 

We became fast friends. He was very easy to approach. He was the real deal. People say that about so many guys, but he was. There wasn’t a pretentious bone in Doug’s body. He smelled like salami, he didn’t wear matching socks, he almost blew up his house by putting the wrong fuel in a lawnmower once. He embarrassed his parents in Pennsylvania by misspelling “apple” in a spelling bee.

More than anybody I’ve ever known, he had the ability to laugh at himself. He was a dear, sweet man who was a monster as a player but a true gentle giant. It was enormously sad for all of us when Doug passed away. 

It was tough on me, too. I was at The Drive at the time. I didn’t really have anybody at The Score to grieve with. I didn’t go to the private dinner that night because I felt there was gonna be tension. I wanted to see Mike (North) and I wanted to see all of my Score teammates who I knew Doug with. It didn’t feel right the way ‘14 ended. So I grieved alone, except I had a nice visit with Doug’s sister. To my surprise, Doug had told her many stories about me. She knew as much about how long Doug and I worked together.

We get rained out and head back and he says pull over to the McDonald’s at the Des Plaines Oasis. Doug orders a double cheeseburger, a large fry, and a Diet Coke. Doug says, “You gotta know when to draw the line!”

Fish: Do you have any regrets looking back at your career? 

Mac: I think living with regrets is kinda like inviting cancer. I regret the result of the decision to go to The Drive, but I don’t regret my decision. I regret anytimes that I’ve been disrespectful to co-workers or listeners or anybody I’ve dealt with in business because I’ve been no angel, that’s for sure. I didn’t want to leave anything unturned. If I get to 75 (years old) I don’t want to wake up one day and think “I wish I would’ve tried that guy-talk thing” but I tried it and it failed conclusively. I’m sure I would do some things different because now I have the benefit of the knowledge of how they turned out. But no, there isn’t a bad decision that I’ve made that has disabled me. Only temporarily.

Fish: Is there something that you have yet to do it your career that you would like to do before you hang it up? 

Mac: Yeah. As a writer, I’ve gotta tell the story of the most important role I’ve had in my life as the father of Patrick, who is severely autistic. I’m halfway done with that book. It’s a tough book to write. I really need to get back to it because I have a message to share with millions of fathers who feel like they got a raw deal and take it out on the wrong people. 

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I’m also going to write the book about my career. On the air, I’m really heartened by the Chicago sports landscape. The Chicago sports teams that matter to me they’re pretty healthy right now. I’m eager to see this golden era of Cubs baseball play itself out even though I’m a Sox enthusiast. I think it’s a remarkable story and I’m on the Cubs flagship and that’s pretty good real estate in sports radio. I’m also looking forward to seeing (Bears Coach) Matt Nagy and (Bears GM) Ryan Pace finish what they started. I’ll be going out right around the time Jonathan Toews is skating his last shift in a Hawks uniform. That may be only 4-5 years from now and that’s all I’ve got left. 

Dan McNeil can be heard weekdays from 2-6pm Central on “McNeil and Parkins” on 670 The Score in Chicago or nationwide on the Radio.com app. 

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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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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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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