It’s
official. Both KSPN (710 AM) and The Sound (100.3 FM) will be the local
affiliates carrying every one of the Rams games as the team mark its
return to Los Angeles. And I cannot imagine a worse deal for either
station.
The basics:
• The agreement with the stations is for five years, and covers pre-season, regular-season and post-season games.
• Each
game day will feature a full eight hours of programming, simulcast on
KSPN and The Sound. This includes three-hour pre- and two-hour post-game
programs along with play-by-play.
• KSPN
will have a one-hour game preview show every Thursday night at 7 during
the regular season, a one-hour weekly Coach’s shoe with head coach Jeff
Fisher Monday nights at 7, weekly segments with Fisher and various Rams
players and daily Rams Reports.
• The
Sound will create its own programming including regular segments on the
Mark in the Morning show. Host Mark Thompson, by the way, broadcasts
his part of the show from his home in Charlotte, North Carolina.
For
his part, Sound general manager Peter Burton thinks its a good idea.
“We are excited to be welcoming the Los Angeles Rams to their official
new FM home at 100.3 The Sound,” he said in a press release distributed
by KSPN. “Along with our terrific partners at ESPN, we look forward to
delivering excellent game-day coverage to Rams fans throughout Southern
California.”
Cue cheers. “Yea.”
Here’s
the problem: those cheers are most likely coming from KLOS (95.5 FM)
and Jack-FM (93.1 ) which in my opinion stand to gain a lot of new
listeners due to the deal. Frankly, I cannot see how this deal benefits
either The Sound or KSPN.
Consider
that the last time play-by-play boosted ratings for a station -- any
station -- was probably the last time the Rams played in Los Angeles.
Certainly not during the time I have written this column (since 1987).
Also consider that when sports teams are carried by local music
stations, the overall effect has been negative. That’s why it is so
rarely done in Los Angeles. The reason is easy to understand: in the
days when radio play-by-play was a ratings boost, it was because games
were not carried (or were blacked out) on television. With cable
television so common now, it’s easy to see teams on television ... and
who wants to listen on radio when you can watch on television?
KSPN
seems to be the big loser here, at least directly. If the games are
simulcast, the two or three fans not watching on television will most
certainly tune to FM instead of AM. So the contract would seem to have
absolutely no benefit for for the Rams’ AM flagship. The Sound, though,
loses indirectly, as Sound music fans tune in, hear that it’s a game,
and then tune over to KLOS, Jack or numerous other stations. Sure some
Rams fans will tune to The Sound and a portion may even stay the next
day as new listeners, but I honestly cannot see the net benefit overall.
Burton Responds
I asked Sound manager Burton to comment; his position is obviously opposed to mine, and his argument is compelling.
“We
still are very much about the music especially when comparing our
commercial loads to those of other stations (leaving much more room for
music),” Burton explained. “We have evaluated how stations have done
with the NFL around the country as it relates to ratings growth and the
outcome is quite outstanding. As you know the NFL is different than the
MLB, NBA and NHL. There is only one game a week and its popularity has
grown dramatically since 1994 when the Rams were last here. NFL games
are major pop culture events that on average bring a 25% bump to total
week audiences of FM stations who carry the franchise in their given
markets.
“While
we love music and it will always make up the majority of what we do,
NFL programming is unmatched,” he continued. “It’s amazing how popular
the sport has been in LA over the last 20 years even without a
franchise. This year’s draft day party was a madhouse, Hard Knox on HBO
is exclusively covering the Rams and ticket sales are through the roof.
We like our chances.”
What
about my point that you can already see the games on television, so
radio isn’t important? “When you consider that 2.7 million people are on
the roads on Sundays there is plenty of room for the NFL on the radio,”
Burton said. “It’s why iHeart, CBS and Cumulus went after this business
as hard as we did. Plenty of people watch football on TV but radio is
huge especially in a market like LA with a returning team.”
So
there you have it. I may indeed be totally underestimating the fan base
of the Rams; if I am wrong I will be the first to admit it. I don’t
think I am, but Burton and station programmer Dave Beasing have a solid
track record running The Sound ... Do you have any thoughts on the
matter? I’d love to hear them.
Reunion
Ron
Shapiro, Paul Freeman, Jeffrey Leonard, Mike Wagner Shotgun Tom Kelly,
Mike Sakellarides, Shadoe Stevens, Don Elliott, Wally Clark, Bryan
Simmons and many more were part of the radio reunion held at Fuddruckers
in Burbank last Saturday. All of them legends in radio either in front
of the microphone or behind.
The
event was organized by Leonard to bring radio friends together; the
group tends to take over the entire back room of the Fuddruckers when
they happen once or twice a year. Many of them are of course now retired
or in different careers.
Classical Carmel
Saul
Levine -- owner of Go Country (105.1 FM) and KMZT (1260 AM, 105.1 HD2)
is selling one station and donating another in the Central Coast area of
California to the same group that runs KUSC (91.5 FM), preserving
classical music in Momterey, Carmel and Big Sur.
Levine
isn’t totally leaving the area, so the move gives listeners a choice,
once he transfer is approved by the FCC, of a commercial and a public
classical music format.
Asked
what made Levine decide to donate a station to the same group against
which he has fiercely competed in Los Angeles, he responded “I must have
mellowed.” But his main purpose is to insure that classical music stays
in as many areas as possible ... even though Go Country gets all the
press (and ratings), it is classical music that is his real passion.