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Five Who Get It, Five Who Don’t

A weekly analysis of the best and worst in sports media from a multimedia content prince — thousands of columns, TV debates, radio shows, podcasts — who receives angry DMs from the burner accounts of media people.

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THEY GET IT

Naomi Osaka’s skeptics — Too many columnists are writing scared. Too many commentators are talking scared. To wit: Anyone who raises doubts about the motives behind Osaka’s media boycott and French Open withdrawal — as I did in a column — fears they’ll be vilified as barbaric, insensitive and anti-Asian by the social media mobs. Such backlash, in return, might lead to rebukes from media bosses trying to cover their asses and keep their jobs. This explains the flood of sympathetic pieces that couldn’t look past Osaka’s two operative words — “mental health’’ — when her tug-of-war with tennis officials is more about control. Look, I don’t know of a soul on Planet Earth who isn’t dealing with some sort of mental health issue, nor do I know a person who’s entirely happy to perform all required job responsibilities. That doesn’t mean everybody should just quit and go home; there wouldn’t be a workforce, right? So, should we be disproportionately compassionate toward a 23-year-old superstar who earned $55.2 million last year — more than any female athlete — because she doesn’t want to face certain questions in news conferences? Osaka’s stance is about athlete empowerment, as I opined, and her memorable tribute to police brutality victims wouldn’t have made the same impact had she boycotted media at the U.S. Open. I feel for anyone dealing with depression — unlike FS1’s Skip Bayless, who mocked Dak Prescott for talking about his battles. Contrary to Osaka, Prescott kept suiting up and playing football, making Bayless look worse. All I know is, when a family member fell ill one spring, I asked my radio network boss if I could take a few days off for mental reasons. “No,’’ he said. That’s the real world, Naomi.

Reggie Miller, TNT — The legendary provocateur, reviled in Madison Square Garden and NBA arenas everywhere, is best equipped to address the alarming series of fan incidents this postseason. And he delivered, criticizing the league for enabling a culture in which a water bottle is hurled at Kyrie Irving, popcorn is dumped on Russell Westbrook, Trae Young is spat on, Ja Morant’s parents are peppered with racial slurs and a goof somehow rushes onto the court in Washington. “I was part of `Malice at the Palace,’ ‘’ said Miller, reintroducing the league’s dreaded fans-vs.-players violence narrative to a modern audience. Rather than focus on his large turnstile counts, league boss Adam Silver might confer with Miller, who asks the question on all of our minds: Where the hell is security? What I liked most about his commentary, on a topic broached by broadcast partner Kevin Harlan: Miller pointed directly at the league, not an easy task when his Turner Sports bosses are partners with the NBA. With Irving saying players are treated as if “they’re in a human zoo’’ and Brooklyn teammate Kevin Durant telling fans to “grow the f— up,’’ yes, the league has a very dangerous problem that keeps growing worse.

Hubie Brown, ESPN — It’s time to mute all postseason static and recognize this man as a broadcasting masterpiece. Brown will turn NINETY in two years, yet he’s still twice as prepared and passionate as many analysts half his age. In an age of ranting and scolding and pontificating, he continues to educate and make measured points as a hoops sage. “The Memphis front line,’’ said Hubie, “is not contributing any points, and they’re not giving you the defense in the paint or the rebounds.’’ Stephen A. Smith would shriek that the Memphis front line sucks, but Brown isn’t in this game for attention. Despite sitting in a makeshift studio in Atlanta, with caricatures of Magic Johnson and Larry Bird behind him, he quickly dispensed information as the Utah Jazz made repeated defensive stops: “They’re averaging 24 deflections in the first two games.’’ Sports networks often ship old voices to the morgue when they reach 50 or 60, so credit Bristol for recognizing the vitality of wisdom and ignoring his birthdate (Sept. 25, 1933). What if Brown keeps running it back until he’s 100? For now, I’m loving it when his commentary leads into a rap verse before a commercial break. That’s it: Someone record The Hubie Hustle.

Russell Westbrook, filmmaker — Rising above the arena hatred, which has included racial taunts in Utah, Westbrook put his name and money behind the History Channel documentary, “Tulsa Burning: The 1921 Race Massacre.’’ Any prominent athlete can capitalize on stardom by making a self-aggrandizing sports doc, but Westbrook wants to be defined by more than basketball and triple-double sprees. “The Tulsa Race Massacre was not something I was taught about in school or in any of my history books. It was only after spending 11 years in Oklahoma that I learned of this deeply troubling and heartbreaking event,’’ he said. “This is one of many overlooked stories of African Americans in this country that deserves to be told.’’ The Michael Jordan doc has led to the Tom Brady doc, the Mike Tyson doc, the Derek Jeter doc, the Serena Williams doc and too much sports docu-mania. Westbrook remained above the creative fray.

Clay Travis, conservative talk host — Using his sports site to advance his political leanings might have had scattered success during a pandemic, when Southern followers embraced his rhetoric that COVID-19 was overblown. But Travis is much better off leaving sports and his Fox Sports Radio program to replace Rush Limbaugh, joining partner Buck Sexton on one of radio’s biggest platforms. “As I looked at the data during 2020, the story it told me was clear,’’ Travis wrote on Outkick. “As much as people might enjoy my sports opinions, they loved even more when I talked about issues that were, frankly, far more important than sports: my belief in American exceptionalism and the meritocracy, my rejection of cancel culture and identity politics, (and) my repudiation of everything woke in our culture.’’ Travis will be a right wing fixture for the long haul and eventually will inhabit a regular chair on the Fox News channel. As for Outkick, it has been purchased by Fox but I doubt it will remain a sports site as much as a conservative destination for its cultists. Sports can say bye-bye to Travis, who never belonged — which made him refreshing until he wasn’t.

Joey Votto, careerist — At 37, with his baseball career trending downward to a crawl, Votto is no fool about future work possibilities. Rehabbing a broken thumb at Cincinnati’s Great American Ball Park while the Reds were out of town, he heard a request from the broadcast booth: Would he like to join team announcers Tommy Thrall and Chris Welsh on their remote radio call of the Reds-Cubs game? One of baseball’s most fascinating personalties, Votto made his way upstairs and instantly flashed his personality when Thrall introduced him as a future Hall of Famer. “You didn’t introduce me. You said `future Hall of Famer,’ ‘’ Votto shot back. “Easy there, easy, easy, easy, easy, easy … current Reds IL member.’’ By all accounts, his performance was insightful and delightful, and in the vast wasteland of MLB analysts, he should be front and center on the Fox, ESPN and TNT radar. He also extended this column to extra innings in becoming the Sixth Who Gets It.

L. Jon Wertheim, cross-pollinating overlord — I’d just finished reading his work on Prince’s fondness for all things basketball — muttering to myself, “On my best day, I’ll never write half as well as this guy’’ — when I flipped on “60 Minutes’’ and saw his piece on German pianist Igor Levit, who has managed to find audiences digitally and stay relevant during a pandemic. Then, as the Osaka story broke, Wertheim put on his tennis cap for Sports Illustrated’s website and weighed in. As SI’s executive editor and a supreme writer, he’s the biggest in-house reason why a once-beleaguered magazine still features the best top-drawer content among sports digital sites. Sometimes, personal bio taglines are overwrought, but when SI describes him as “one of the most accomplished sports journalists in America,’’ it’s actually underselling his versatility — a topic worthy of a Seventh Who Gets It.

THEY DON’T GET IT

Aaron Rodgers, overexposed — It was powerful when he hijacked the NFL Draft to demand a trade. It was exquisite when he fulfilled a dream by guest-hosting “Jeopardy!’’ It was riotous when he explained his grievances with the Packers on friend Kenny Mayne’s final “SportsCenter’’ appearance. But when social media was flooded with photos of Rodgers and his Hawaii traveling party — purple-bikinied fiancee Shailene Woodley, bromance partner Miles Teller and his wife — this officially became the Offseason Of Aaron. And I’m officially tired of it. With every new Rodgers development, it smacks of a calculated media takeover, as if premeditated step by step, week by week, through the imagination of a very clever man. It would be nice not to hear a peep from him until he decides either to rejoin the Packers or boycott them until he’s traded. But — ding! — there goes my latest Rodgers phone alert: The Packers are holding firm on their stance that he won’t be dealt. Which means, Rodgers will be responding soon enough, perhaps from Croatia or Bora Bora.

Pat McAfee, bullshit artist — Just because he’s having big success in the sports audio space — and I can’t exactly explain why — doesn’t mean McAfee should run with stories before at least trying to corroborate them. (Dear Pat: The dictionary definition of “corroborate’’ is to confirm or give support to a finding.) McAfee made the mistake of crossing his frequent show guest — you guessed it, Rodgers — by botching details surrounding an alleged assault victim — you guessed it, Teller — in the bathroom of a Maui restaurant. In his role as a “Smackdown’’ wrestling commentator, McAfee thought Teller knew his attackers and compared the incident to a tag-team beatdown. Teller responded with a tweet to McAfee: “I got jumped by two guys in a bathroom. Never met them before in my life but ya cool wrestling segue bud.’’ To which McAfee responded: “Miles.. I apologize for not knowing the whole story. I will fix my position and make it right… with that being said, it was a pretty good segue.” The segue, of course, always is more important than getting the story right to begin with.

Retro cancelers — When so many areas of law are subjected to statutes of limitations, it’s interesting that media companies reach back decades and fire employees for alleged sins. It’s just as interesting that some do not. Because I don’t know what happened and won’t pretend to, I will not pass judgment, for instance, on whether ESPN’s Woody Paige yelled at a 24-year-old editorial assistant and called her a “cunt’’ when he was executive sports editor of the Denver Post in 1992. According to the American Journalism Review, Carrie Ludicke received $25,000 in a confidential settlement following her sexual harassment complaint while Paige, though denying ever using the word, lost his position but kept his salary and column. Should ESPN retroactively fire Paige today? Cancel culture would say yes; Paige defenders would say the episode happened almost 30 years ago in a workplace that didn’t involve ESPN. What can’t be disputed: There is too much selective justice in retro cases, depending on current politics and cronyism and who’s on the right or wrong side of those walls. I see a new story on this topic every week, and I cringe at the lack of corporate consistency. It’s time to find an equilibrium.

Kirk Herbstreit, ESPN — I’m troubled that Herbstreit, college football’s leading analyst, still can’t taste or smell after testing positive for COVID-19 in December. He took to Twitter, writing, “Been 5 months since I tested positive for Covid. Still can’t taste or smell. Anyone else experience this?? Did it ever come back?? Haven’t tasted a meal since late December. After 5 months…is this my new normal or will taste and smell come back???” Rather than asking important medical questions on social media, shouldn’t he, um, see a doctor? The good news: If Herbstreit has to eat crow on a prediction, he won’t taste it. The bad news: ESPN might not want him around partner Chris Fowler and production employees if the condition persists in August.

New York Times — In my sphere of media consumption, the Times excelled through a pandemic to remain the gold standard of go-to news operations. So why would a prestigious site, having successfully transformed to digital while poised for a continued long run of profitability, ponder acquiring a struggling operation such as The Athletic? As pointed out by Sportico, “It is less clear why the NYT would be interested in making a big bet on a growth business that has seemingly stalled, is losing money and competing in an extremely competitive digital media environment.’’ Beyond the financials, why jump into bed with the sports industry — as a whole, The Athletic remains too cozy with leagues, franchises and broadcast networks — when the Times is among the few shops committed to robust, independent journalism? If the Times comes to its senses and says no, it would be the latest bitter pill for Athletic founders Alex Mather and Adam Hansmann, who also were rejected recently by Axios. I’d consider buying The Athletic, but as I once told Mather and Hansmann over breakfast in San Francisco, there’s no need to have hundreds of payrolled staffers when a strong stable of 50 well-known columnists would serve a smarter, more impactful purpose. Maybe the Times, which has deprioritized sports coverage, will reach my conclusion, which would mean mass layoffs if this deal actually happened.

Jim Jackson, TNT — Sure, I could mention how I love hanging out in Santa Monica at R&D Kitchen and Esters Wine Bar, or with Kendall Jenner and Devin Booker at Nobu in Malibu. But that would be a cheesy form of payola, of which the NBA game analyst hasn’t been apprised by his network bosses. As he vies for a promotion after the dismissal of top analyst Chris Webber, Jackson is impressing only himself by name-dropping “The Capital Grille’’ in downtown Miami — “where I smoke my cigars’’ — and “Myles’’ Chefetz, known to league nightlife vets as the restaurateur behind South Beach’s Prime 112. Jackson didn’t know it, but play-by-play man Brian Anderson was chiding him by saying he’d never pay for a meal again at either place. I’m assuming that former NBA players on TNT aren’t prepped about the basics of broadcast professionalism, because the list of screwups is growing by the day. Me? I’m endorsing Reggie Miller for the lead analyst position. Because I did added work on a Sixth Who Doesn’t Get It, I’m going to treat myself to lunch at the Sunset Tower Bar in West Hollywood, where I know Gabe, the maitre d’.

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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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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