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Andrew Fillipponi May Be Ringo, But Ringo Is Still A Beatle

“If I had a 9-to-5 job, I still think I would spend an inordinate amount of time watching and following sports. I think it would probably be a detriment to whatever professional life I had if the sports radio thing didn’t work out.”

Brian Noe

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Andrew Fillipponi has had a solid career in sports radio thus far. He hosts a successful afternoon drive show on 93.7 The Fan in Pittsburgh. He also does some national radio for CBS Sports. One of the many things that stand out about Andrew is that he has a who’s who of close contacts in the business. His college buddies from Syracuse include FS1’s Nick Wright and Danny Parkins from 670 The Score in Chicago. Plus, he sprinkles in a unique dynamic between his close friend, Gregg Giannotti, as well as Craig Carton for good measure.

Here’s the thing; I love comparisons, but sometimes they lead to poor conclusions. If you compare Fresno to Los Angeles, of course Central California doesn’t stack up to SoCal. However, if you then compare Fresno to Topeka, Kansas, all of a sudden Fresno looks like an exotic vacation spot. The point is that although Andrew hasn’t reached the same level of success as some of his friends — yet — that isn’t where the comparisons end. Andrew isn’t just looking up at the success his friends have achieved; many sports radio hosts are chasing the success Andrew has enjoyed.

93.7 The Fan: Andrew Fillipponi Wiki, Age, Wife, ThePoniExpress

There are plenty of interesting subjects that Andrew covers in this interview — from Pittsburgh’s personality and his Mets fandom, to big bets and Ringo Starr. Let’s get to it already. Enjoy.

Brian Noe: What’s this I hear about you being college roommates with both Nick Wright and Danny Parkins? Is that even true?

Andrew Fillipponi: I like the urban legend. That sounds better. If you want to say that, I’ll continue to push that narrative. Nick is a year older than me. Nick graduated a year before me and Danny graduated a year after me.

I think we were roommates in the sense that your kid might say that one of his parents’ friends is an uncle, but is not a blood relative. I would say we were quote-unquote roommates because of the amount of time we spent together. It was probably a two-year period where the three of us hung out every day. I would say as far as the sports radio guys went at Syracuse — me, Nick, Danny and then a guy who did mornings in Houston for a long time, Mike Meltzer, was in that group a lot too.

BN: Did you have any idea that you guys would reach the level of success that you have?

AF: Yeah. That sounds like I’m bragging, but to me there are three important things in this business; it’s work ethic, talent, and networking. I could tell with Danny and Nick that they were incredible at all three. I, at least, thought back then that they were better at those three things than I was. It was motivating actually. It made me — even at that immature, green age — it did make me want to strive to get better at this. In between hanging out with those guys and probably drinking and gambling too much, there was some constructive work that was getting done there.

BN: My ears perked up when you said gambling. What’s your worst beat ever?

AF: Oh, I love questions like this. My worst loss; I convinced my old man to give me my college graduation present in the form of a $10,000 check to put on a baseball future. My argument to him was I know more about baseball than I do stocks or any kind of investment strategy so why wouldn’t you just let me — it’s not just one game, it’s a full season — why wouldn’t you trust me to take that money and bet it on a baseball team for an entire year? He went along with it. I bet the Mariners to win more than 87.5 games. I think this was 2008. They lost 100 games and the bet was dead on like June 1st.

I had made this very impassioned plea to my father like this is the way that I should be investing money. I’m good at this. I’m telling you I have skill. It’s not just betting with my heart. It’s betting with my brain — yada, yada, yada. It was dead not even halfway through the season. So that one was painful.

BN: [Laughs] Oh, man! What would you say is the biggest strength of yourself and also Nick and Danny just as hosts?

AF: That’s a good one. With Nick, I just think that he is able to process his thoughts and articulate them better than most people I’ve ever met. That doesn’t mean just sports media, that’s across all fields. He comes up with ways of saying things and relating things to people, or persuading people of certain ideas. I know that he obviously does his homework and he’s well researched, but what always impresses me about him is he’ll say something that you can tell was a reactionary point, something that got said and he had to come up with his rebuttal to it in real time. I’m super impressed by how he’s able to do that as effectively as he does. I’m very jealous of his innate ability to do that. To me a lot of that is God-given and I just don’t have quite that way of doing things and making them sound as good as he does in such a reactionary, on-the-fly sense.

Danny, he to me is such a radio nerd. As much as he appreciates and enjoys sports, I think that watching sports and talking sports for him you can’t separate the two. I don’t think he can exist in a world where he just could watch sports and then didn’t have the platform to talk about them. I think he’s always been even more of a radio buff than a sports buff. I think what’s made him great is that he has listened a lot and paid attention a lot. He’s heard things or seen things from other hosts. He’s borrowed some ideas and made them better, which is not to say he’s a copycat of anybody or he’s trying to do somebody else’s shtick, but I just think he’s very well aware of what works and what doesn’t work in this business, what gets a reaction and what doesn’t. I think that he’s really good at that.

It’s a little bit harder for me to talk about myself and what I’m good at. I’m just really passionate about the whole thing. I have a harder time differentiating what I love more. If I had a 9-to-5 job, I still think I would spend an inordinate amount of time watching and following sports. I think it would probably be a detriment to whatever professional life I had if the sports radio thing didn’t work out. I just care about it and it’s all-consuming for me.

Darren and Derrick: Andrew Fillipponi Interview (3-29-16) by  thegamenashville.com on SoundCloud - Hear the world's sounds

I also love the spoken word. You’re the conduit or the moderator or you’re the authority voice on things. I’ve always admired and critically thought about the people who have done that well. Since I was in my early teens and I discovered this was a medium, these types of people that have had either national or really important local sports talk radio shows; I’ve always had a curiosity with those people. Studying them and listening to how they did it and what made them as popular or as controversial as they were. For me it’s just really an unconditional love that I have for sports talk radio and sports debate that really fuels me and allows me to put 100 percent into this at really all times.

BN: What is your 60-second bullet point resume?

AF: I went to Syracuse. I worked at WAER while I was there, which a lot of people that come up in this business do. My senior year I was the director of the sports talk staff, which is the position that Nick held before me and the position that Danny held after me. Then I went to another radio station, which is kind of like the competing student radio station at Syracuse. I went to one of their dinners. They did an alumni dinner every year and I met Craig Carton there. We went out for drinks and out of nowhere he decided that he liked me.

He contacted on my behalf the program director at WGR in Buffalo who had been his producer at WIP in Philly, Andy Roth. It was completely serendipitous. I’m eternally grateful to Craig that after a two-hour encounter he took that chance on me and paid it forward. That got me an interview in Buffalo. I worked at WGR and did afternoons, reporting, updates, and weekends for almost two years. Then when The Fan launched here in Pittsburgh in 2010, I came down here and I did nights. Then I did middays, and now I do afternoons.

BN: Your first real gig was GR in Buffalo, huh? That’s a big station to start at.

AF: It was perfect. That being my foray into this business, I couldn’t have asked for a better start. I think the PD there, Andy, was tremendous as far as coaching younger talent, wanting to develop younger talent, taking chances on younger talent, but also he could be critical and he would not just be your friend as a coach. He would tell you things that you screwed up and things you needed to get better at. That was obviously important for me when I was breaking into the business.

I predominantly worked with the afternoon guys there, Schopp & Bulldog, who I think for a mid-market sports talk show are as good as anything I’ve heard. I listen all the time. I listen to sports talk stations all over the country. I don’t think there are many afternoon drive shows that are better than theirs just in terms of being able to do everything, sports and non-sports. Having that as my introduction into the business was hugely important in my career path. Without that I don’t know if I’m here right now. 

BN: You’re a diehard Mets fan. How does it play in Pittsburgh being a fan of an outside team?

AF: Here’s the thing about that. We had a guy here when we first launched who liked another team in the AFC North that wasn’t the Steelers and another team in the NL Central that wasn’t the Pirates. He never said it on the air. He was afraid to do it. One time we were in a debate with each other and I slipped up and said it on the air just as a witty comeback. I forget the exact argument we were having. We got done with the segment and he lost it on me. He went nuts.

I don’t like when the transparency or the honesty about sports isn’t there. I don’t really do this because I’m pretty much an open book with my personal life. I like my listeners to feel like they know me and I know them. If I hold things back from them, I think it’s harder to establish the trust level that you want with your listeners on a day-to-day basis. You want your listeners to spend four hours a day with you, 20 hours a week, which is a ton. It’s hard to get that kind of P1 listenership, but that’s what you strive for. If I kept secrets or hid things from them about which sports teams I like, I just think that’s so stupid.

People know I’m a Mets fan and people know I went to Syracuse and they’re kind of a Pitt rival, but whatever. It’s sports. I hope that fans or listeners here appreciate me because I have the teams that I grew up with and I still love. I think any Pittsburgher who would leave here and go somewhere else wouldn’t abandon their teams, so I think they appreciate that about me, at least I hope they do. I’m also passionate about the teams that we have here too. It’s not like I’m a complete robot or I’m completely emotionally detached from the teams in Pittsburgh because when they lose I’m as upset as anyone.

BN: How would you describe the personality of Pittsburgh listeners? What works for them in that market?

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AF: That’s a great question. I don’t think shtick works. I think these topics that are kind of silly and fun and redundant, maybe kind of cookie cutter or something you may hear on a national show, I don’t really think that plays well here. I think authenticity does. I feel like as long as you have expressed to the people here that you care about the teams — I don’t think being anti-Steelers works here. I think if you zigged when everybody else zagged and said I think I’m going to be the one guy in town that hates the football team here. I have a feeling that would not work. I have not seen it done before, but I just have a feeling that that would probably backfire greatly.

I do think that they’re parochial, which is fine. I do think that they’re provincial, but I don’t think it comes from a bad place because I think sports here is kind of like a religious experience. It’s so ingrained in people that I think they want you to match that enthusiasm and that passion. When you fake it, I think that’s the worst thing you can do.

The people here that have been successful have been able to ratchet up the intensity about the teams here, not always agree with the teams here, but have a lot of passion and a lot of emotion about what’s happening. You don’t always have to be right. You don’t always have to sound like you’re the smartest guy in the room. I think you just have to show that you’re into it and that you really care. I think those are the people that work. The ones who don’t, who might have come from other markets, don’t last as long here.

BN: Over the next decade, is there anything in particular that you would like to accomplish?

AF: Oh yeah, definitely. I’ve got goals for myself. I want to continue to build my brand. I want to continue to make bigger impressions nationally. I want to continue to make the most and take advantage of the opportunities that CBS Sports Radio has given me. I want to continue to grow here because I don’t think we’ve maxed out. I don’t think we have hit our ceiling yet. This market, they have habits that die hard.

People pass down a tradition of listening to certain shows and different hosts. I hope to one day be one of those people here that kids will say as they grow up that I listened to you when I was high school. I listened to you when I was in college. I want to be a presence in this city where when there’s a big sports story, I’m the person that listeners turn to. But also when it’s just a lazy Wednesday and there’s not much going on, I’m the host that people turn to just to be entertained because they like the way we do things.

I’m not content with things yet. I’m somebody that continually wants to get better at things. I push myself. I’m competitive about things. There are a lot of my friends that have done amazing things in this business and I’m so proud of them. It’s really cool that I have those people in my life who have really achieved things where if they retired now you would say they had a great career in this industry. I want to keep up with them. I want to continue to run that marathon with them and not have something derail me or keep me from getting to the finish line. That’s what it’s about. It’s not only about money. It’s not all about ratings although both of those things are very, very, very important. It’s also about the camaraderie and the competitiveness that I established with friends when we were in our late teens and early twenties.

BN: Is there anything that I should know about you? It could be radio, your personal life, or anything that’s interesting about your journey.

AF: I think there are a lot of Kevin Bacon comparisons there. There are just a lot of people that I’ve met in my life here. I’ve worked really just in two places. I was in Buffalo for a very short time and I’ve been here for now more than a decade. The amount of people that I’ve had the fortune of meeting and developing great relationships with, I’m incredibly blessed in that way. Not only Danny and Nick but Gregg Giannotti and I started here at the same exact time. He’s one of my best friends. I was in his wedding. He’s somebody that I lean on not just professionally but personally too. We’ve shared so many ups and downs together and now he’s killing it. He’s back in New York where he wants to be with Boomer.

How about that whole dynamic where he replaces Craig Carton and that’s the guy that helped me get my first job. It’s just wild how many people I’ve met in this business that have gone on to have incredible careers and have had an affect on me. That’s to me the part about this that’s been really cool is I’ve been able to watch people that I have really strong friendships with, go on to really bigger and better things. I’m hoping that eventually I get there with them if I’m not already there now, which I kind of hope people think that I am. I told Danny and Nick I hope that people don’t think I’m the Ringo Starr of that crew in college, but I kind of feel like I am, which I’m totally all right with.

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BN: Yeah, you need some friends that have just flamed out and done nothing in sports radio.

AF: [Laughs] I’m definitely the Ringo but he was still in the Beatles, you know?

BSM Writers

The Future Is Now, Embrace Amazon Prime Video, AppleTV+

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible.

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This week has been a reckoning for sports and its streaming future on Amazon Prime Video, AppleTV+, ESPN+, and more.

Amazon announced that Thursday Night Football, which averaged 13 million viewers, generated the highest number of U.S. sign ups over a three hour period in the app’s history. More people in the United States subscribed to Prime during the September 15th broadcast than they did during Black Friday, Prime Day, and Cyber Monday. It was also “the most watched night of primetime in Prime Video’s history,” according to Amazon executive Jay Marine. The NFL and sports in general have the power to move mountains even for some of the nation’s biggest and most successful brands.

This leads us to the conversation happening surrounding Aaron Judge’s chase for history. Judge has been in pursuit of former major leaguer Roger Maris’ record for the most home runs hit during one season in American League history.

The sports world has turned its attention to the Yankees causing national rights holders such as ESPN, Fox, and TBS to pick up extra games in hopes that they capture the moment history is made. Apple TV+ also happened to have a Yankees game scheduled for Friday night against the Red Sox right in the middle of this chase for glory.

Baseball fans have been wildin’ out at the prospects of missing the grand moment when Judge passes Maris or even the moments afterwards as Judge chases home run number 70 and tries to truly create monumental history of his own. The New York Post’s Andrew Marchand has even reported there were talks between YES, MLB, and Apple to bring Michael Kay into Apple’s broadcast to call the game, allow YES Network to air its own production of the game, or allow YES Network to simulcast Apple TV+’s broadcast. In my opinion, all of this hysteria is extremely bogus.

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible. Amazon brought in NBC to help with production of TNF and if you watch the flow of the broadcast, the graphics of the broadcast, NBC personalities like Michael Smith, Al Michaels, and Terry McAuliffe make appearances on the telecast – it is very clear that the network’s imprint is all over the show.

NBC’s experience in conducting the broadcast has made the viewing experience much more seamless. Apple has also used MLB Network and its personalities for assistance in ensuring there’s no major difference between what you see on air vs. what you’re streaming.

Amazon and Apple have also decided to not hide their games behind a paywall. Since the beginning of the season, all of Apple’s games have been available free of charge. No subscription has ever been required. As long as you have an Apple device and can download Apple TV+, you can watch their MLB package this season.

Guess what? Friday’s game against the Red Sox is also available for free on your iPhone, your laptop, or your TV simply by downloading the AppleTV app. Amazon will also simulcast all Thursday Night Football games on Twitch for free. It may be a little harder or confusing to find the free options, but they are out there and they are legal and, once again, they are free.

Apple has invested $85 million into baseball, money that will go towards your team becoming better hypothetically. They’ve invested money towards creating a new kind of streaming experience. Why in the hell would they offer YES Network this game for free? There’s no better way for them to drive subscriptions to their product than by offering fans a chance at watching history on their platform.

A moment like this are the main reason Apple paid for rights in the first place. When Apple sees what the NFL has done for Amazon in just one week and coincidentally has the ability to broadcast one of the biggest moments in baseball history – it would be a terrible business decision to let viewers watch it outside of the Apple ecosystem and lose the ability to gain new fans.

It’s time for sports fans to grow up and face reality. Streaming is here to stay. 

MLB Network is another option

If you don’t feel like going through the hassle of watching the Yankees take on the Red Sox for free on Apple TV+, MLB Network will also air all of Judge’s at bats live as they are happening. In case the moment doesn’t happen on Apple TV+ on Friday night, Judge’s next games will air in full on MLB Network (Saturday), ESPN (Sunday), MLB Network again (Monday), TBS (Tuesday) and MLB Network for a third time on Wednesday. All of MLB Network’s games will be simulcast of YES Network’s local New York broadcast. It wouldn’t shock me to see Fox pick up another game next Thursday if the pursuit still maintains national interest.

Quick bites

  • One of the weirdest things about the experience of streaming sports is that you lose the desire to channel surf. Is that a good thing or bad thing? Brandon Ross of LightShed Ventures wonders if the difficulty that comes with going from app to app will help Amazon keep viewers on TNF the entire time no matter what the score of the game is. If it does, Amazon needs to work on developing programming to surround the games or start replaying the games, pre and post shows so that when you fall asleep and wake up you’re still on the same stream on Prime Video or so that coming to Prime Video for sports becomes just as much of a habit for fans as tuning in to ESPN is.
  • CNN has announced the launch of a new morning show with Don Lemon, Poppy Harlow and Kaitlin Collins. Variety reports, “Two people familiar with plans for the show say it is likely to use big Warner Bros. properties — a visit from the cast of HBO’s Succession or sports analysis from TNT’s NBA crew — to lure eyeballs.” It’ll be interesting to see if Turner Sports becomes a cornerstone of this broadcast. Will the NBA start doing schedule releases during the show? Will a big Taylor Rooks interview debut on this show before it appears on B/R? Will the Stanley Cup or Final Four MVP do an interview on CNN’s show the morning after winning the title? Does the show do remote broadcasts from Turner’s biggest sports events throughout the year?
  • The Clippers are back on over the air television. They announced a deal with Nexstar to broadcast games on KTLA and other Nexstar owned affiliates in California. The team hasn’t reached a deal to air games on Bally Sports SoCal or Bally Sports Plus for the upcoming season. Could the Clippers pursue a solo route and start their own OTT service in time for the season? Are they talking to Apple, Amazon, or ESPN about a local streaming deal? Is Spectrum a possible destination? I think these are all possibilities but its likely that the Clippers end up back on Bally Sports since its the status quo. I just find it interesting that it has taken so long to solidify an agreement and that it wasn’t announced in conjunction with the KTLA deal. The Clippers are finally healthy this season, moving into a new arena soon, have the technology via Second Spectrum to produce immersive game casts. Maybe something is brewing?
  • ESPN’s Monday Night Football double box was a great concept. The execution sucked. Kudos to ESPN for adjusting on the fly once complaints began to lodge across social media. I think the double box works as a separate feed. ESPN2 should’ve been the home to the double box. SVP and Stanford Steve could’ve held a watch party from ESPN’s DC studio with special guests. The double box watch party on ESPN2 could’ve been interrupted whenever SVP was giving an update on games for ESPN and ABC. It would give ESPN2 a bit of a behind the scenes look at how the magic happens similarly to what MLB Tonight did last week. Credit to ESPN and the NFL for experimenting and continuing to try and give fans unique experiences.

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BSM Writers

ESPN Shows Foresight With Monday Night Football Doubleheader Timing

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7 and then 10 on their primary channel.

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The Monday Night Football doubleheader was a little bit different this time around for ESPN.

First, it came in Week 2 instead of Week 1. And then, the games were staggered 75 minutes apart on two different channels, the Titans and Bills beginning on ESPN at 7:15 PM ET and the Vikings at the Eagles starting at 8:30 PM on ABC and ESPN+. This was a departure from the usual schedule in which the games kicked off at 7:00 PM ET and then 10:00 PM ET with the latter game on the West Coast.

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7:00 PM and then 10:00 PM ET on their primary channel. That’s the typical approach, right? The NFL is the most valuable offering in all of sports and ESPN would have at least six consecutive hours of live programming without any other game to switch to.

Instead, they staggered the starts so the second game kicked off just before the first game reached halftime. They placed the games on two different channels, which risked cannibalizing their audience. Why? Well, it’s the same reason that ESPN was so excited about the last year’s Manningcast that it’s bringing it back for 10 weeks this season. ESPN is not just recognizing the reality of how their customers behave, but they’re embracing it.

Instead of hoping with everything they have that the customer stays in one place for the duration of the game, they’re recognizing the reality that they will leave and providing another product within their portfolio to be a destination when they do.

It’s the kind of experiment everyone in broadcasting should be investigating because, for all the talk about meeting the customer where they are, we still tend to be a little bit stubborn about adapting to what they do. 

Customers have more choices than ever when it comes to media consumption. First, cable networks softened the distribution advantages of broadcast networks, and now digital offerings have eroded the distribution advantages of cable networks. It’s not quite a free-for-all, but the battle for viewership is more intense, more wide open than ever because that viewer has so many options of not just when and where but how they will consume media.

Programmers have a choice in how to react to this. On the one hand, they can hold on tighter to the existing model and try to squeeze as much out of it as they can. If ESPN was thinking this way it would stack those two Monday night games one after the other just like it always has and hope like hell for a couple of close games to juice the ratings. Why would you make it impossible for your customer to watch both of these products you’ve paid so much to televise?

I’ve heard radio programmers and hosts recite take this same approach for more than 10 years now when it comes to making shows available on-demand. Why would you give your customers the option of consuming the product in a way that’s not as remunerative or in a way that is not measured?

That thinking is outdated and it is dangerous from an economic perspective because it means you’re trying to make the customer behave in your best interest by restricting their choices. And maybe that will work. Maybe they like that program enough that they’ll consume it in the way you’d prefer or maybe they decide that’s inconvenient or annoying or they decide to try something else and now this customer who would have listened to your product in an on-demand format is choosing to listen to someone else’s product entirely.

After all, you’re the only one that is restricting that customer’s choices because you’re the only one with a desire to keep your customer where he is. Everyone else is more than happy to give your customer something else. 

There’s a danger in holding on too tightly to the existing model because the tighter you squeeze, the more customers will slip through your fingers, and if you need a physical demonstration to complete this metaphor go grab a handful of sand and squeeze it hard.

Your business model is only as good as its ability to predict the behavior of your customers, and as soon as it stops doing that, you need to adjust that business model. Don’t just recognize the reality that customers today will exercise the freedom that all these media choices provide, embrace it.

Offer more products. Experiment with more ways to deliver those products. The more you attempt to dictate the terms of your customer’s engagement with your product, the more customers you’ll lose, and by accepting this you’ll open yourself to the reality that if your customer is going to leave your main offering, it’s better to have them hopping to another one of your products as opposed to leaving your network entirely.

Think in terms of depth of engagement, and breadth of experience. That’s clearly what ESPN is doing because conventional thinking would see the Manningcast as a program that competes with the main Monday Night Football broadcast, that cannibalizes it. ESPN sees it as a complimentary experience. An addition to the main broadcast, but it also has the benefit that if the customer feels compelled to jump away from the main broadcast – for whatever reason – it has another ESPN offering that they may land on.

I’ll be watching to see what ESPN decides going forward. The network will have three Monday Night Football doubleheaders beginning next year, and the game times have not been set. Will they line them up back-to-back as they had up until this year? If they do it will be a vote of confidence that its traditional programming approach that evening is still viable. But if they overlap those games going forward, it’s another sign that less is not more when it comes to giving your customers a choice in products.

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BSM Writers

Media Noise: Sunday Ticket Has Problems, Marcellus Wiley Does Not

Demetri Ravanos

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On this episode of Media Noise, Demetri is joined by Brian Noe to talk about the wild year FS1’s Marcellus Wiley has had and by Garrett Searight to discuss the tumultuous present and bright future of NFL Sunday Ticket.

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

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

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

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

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