By Bob Smizik | Tuesday, 12:15 a.m.
Among the most powerful brands in sports, not too far behind the NFL, is ESPN. It is, by far, the biggest name in the sports media. Which means the CBS Radio Group is taking on a giant locally when it goes head-to-head next month on sports-talk radio against 1250 ESPN.
But there’s a method to what CBS is doing. The local ESPN affiliate is ripe to be toppled. The question is: Does CBS have the stomach to take on a full-throttle ratings battle with ESPN?
The new sports-talk station, which has not been officially announced, will be found at 93.7 on the FM dial and be known as ``The Fan, 93.7.’’ It could be on the air by the middle of next month.
Winning a rating battle is a drawn-out process. Not only is 1250 ESPN entrenched in the market, but on WXDX (105.9), Mark Madden is pulling down monster ratings in the key 3 p.m. to 6 p.m. drive-time slot. No matter what kind of personalities 93.7 brings to its air, it will take time to make inroads against Madden, 1250 ESPN and the Joe Bendel Show, the only locally produced regular programming on Fox Sports Radio 970, which runs from 3 to 7 p.m..
The last time the CBS Radio Group made a major change at 93.7, it went from music to talk with a high-powered daytime local lineup that included John Steigerwald, John McIntryre and Scott Paulsen in a format called ``The Man Station.’’
CBS pulled the plug on that experiment in six months.
If that’s all the stomach it has for a fight with 1250 ESPN, it’s not worth even starting. But there are indications CBS is far more serious this time around.
CBS has done an excellent job of keeping secret who its main personalities will be. But we’ve learned that former WTAE sports anchor Jon Burton will be one of their major players and hos his own show.
In its first announcement the station today dubbed itself ``SportsRadio 93.7 The Fan,'' and named Jeff Hathhorn as sports director. Hathhorn held the same position at KDKA, another station in the CBS Group. Also named as anchor/reporters were Jim Colony, formerly of ESPN, and Kalena Bell.
Michael Young, senior vice president and market manager for CBS Radio Pittsburgh, said, ``We’ll feature an array of opinionated, compelling and very talented local talk-show personalities who will be highly engaged in discussions and commentary driven by our listeners.''
The station might be going out of the city for some of its talent.
Gregg Giannotti, a producer and part-time on-air personality at WFAN in New York, has announced his departure from that station to go to a city that has three professional franchises and begin work next month. Sounds like Pittsburgh. Giannotti will work the 6 to 10 p.m. slot.
That’s another area where CBS is serious. They will have lots of local programming, even more than 1250 ESPN. From what I’ve been able to learn, the station will have local programming in the morning drive time, 6 to 10 a.m., in the 12-2 p.m. slot, 3 to 6 p.m. and 6 to 10 p.m.
In going on in A.M. drive time, CBS will be taking on the highly rated ``Mike and Mike in the Morning’’ show on ESPN, which is national in origin and one of the most popular sports shows in radio history.
But the advantage the CBS show on 93.7 will have is its local origination. Instead of talking about the major national stories of the day, often the NBA during the winter months, the local station will be talking Steelers, Penguins, Pirates. It will have the first take of the day on the major topics in Pittsburgh sports. That might not be enough to overtake ``Mike and Mike,’’ but it’s a good start.
Morning drive time isn’t the only place where 1250 ESPN is vulnerable.
And the reason for that goes back to some curious management decisions at 1250 ESPN.
First and foremost, was the decision to take an hour away from the Stan Savran and Guy Junker show. Savran and Junker are the best things 1250 has going for itself, even if the station insists on putting the infantile Chris Mack on the show.
Removing an hour from Savran and Junker had to be a decision ordered on the national level and an attempt to give more time to the ``Colin Cowherd Show,'' which might be working nationally but which is deadly in Pittsburgh.
To compound that mistake, the station expanded ``The Drive,’’ with Paulsen, Eddy Crow and Mike Logan, an hour so that it runs from 2 to 6 p.m.
``The Drive’’ is said to be receiving ratings that please management, even if it’s being drubbed by Madden. But while ``The Drive’’ might be three guys comfortably talking about the happenings around town, it lacks a robust sports presence and could easily be beaten by strong programming on 93.7.
Management at 1250 ESPN has refused to budge from this threesome despite some obvious shortcomings -- like no one on the show has a firm handle on anything that’s going on in Pittsburgh sports.
The ESPN giant in Pittsburgh is not riding so high. Madden has the numbers in the crucial 3 to 6 p.m. slot and there is some high-level competition coming on all fronts.
CBS looks like its ready for the long haul at 93.7. The competition should be keen and the prime beneficiary will be the listening public.
Posted
Jan 19 2010, 12:15 AM
by
Bob Smizik