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What Should A Station Website Be In 2019?

“Again, there’s not necessarily a wrong way to approach your online website. But it does seem that more and more stations are figuring out ways to monetize their digital presence.”

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It’s a simple question that doesn’t have a wrong answer, but you’re sure to find that many different stations have many different philosophies. Some stations take it very seriously and hire staff that exists solely to provide online content such as blogs, news articles and opinion pieces. Others put little emphasis on it and use it solely as a tool for people to listen online. 

Regardless of your station’s philosophy, you website can still be an effective tool to help drive more content, listeners, and most importantly, dollars for your station. 

For example, take a look at what SKOR North in Minneapolis is doing. This is a brand that’s putting a lot of effort into its online content. In turn, the station has found a way to make the website profitable by putting out content that’s both local and original. 

“It’s less about being a news source and more about creating a website that specializes in being a destination for Minnesota sports fans — for audio, video and written content,” said program director Phil Mackey. “Our goal is to entertain and inform Minnesota sports fans in as many ways as possible. The website is our main hub.” 

Selling digital space is still something, we, as an industry, are trying to fully grasp and figure out. But SKORNorth.com seems to have a solid strategy of how to profit off the content they’re putting online. Let’s remember, good content is great, but there still has to be a way to make it profitable.

“We have found a very good stream of digital revenue,” said Mackey. “But I think the mistake companies make is de-emphasizing platforms that don’t generate revenue directly. If you can build a large audience on a lesser-revenue platform, there’s still a good chance that audience will spill over into the platforms that DO generate more dollars.”

The Horn in Austin, Texas is currently revamping its website. Though the locally owned station gets a ton of online hits from people around the country wanting to hear about the Longhorns, program director Erin Hogan wants to put more emphasis into what the station is putting out on the web. That includes more content put out by the on-air staff, but it also means a unique approach to how the stations deals with live reads. 

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“One of the things, programming wise, that we’re looking to do is stream line our live endorsements from our on-air staff,” said Hogan. “We’d like to be able to shorten the live spot and say…hey, we’re telling you about a certain car dealership, check out hornfm.com and you’ve got the brand new Ford F 150 and you can check it out there, as well as videos behind the scenes with the clients that really drive people to the website. I think all businesses are looking to be more digital and that’s what we’re trying to do. We want to create less commercial time on our local shows but also use the power of digital to offset that and be a more powerful branding message for our clients.”

I’m a firm believer that terrestrial radio is always going to be important. No matter what the trends say, at the very least, people are always going to be in the car during their commute to and from work. However you also can’t ignore how easy it is with smartphones to listen to a station’s content with the simple push of a button.

Big market, medium market, even small market radio stations have some sort of app that serves as a live stream to the listener. But the majority of the time I go to a website, I’m doing so in hopes of finding an easy way to listen live to that station’s content. Articles, pictures and ads make a station’s website look great, but don’t undervalue the importance of having a giant LISTEN LIVE button at the top of the home page.

“That’s huge,” said Hogan. “Ours is right in the top corner and I turn it on every morning when I get to the station at 5 a.m. I’m always checking it. We have that and an app that you download to your phone that’s easy to use. For stations like ours that are a flagship for a big university like Texas, it’s a huge push for us to be able to attract a huge audience from around the country and the world. The Longhorns are a worldwide brand and people are looking for that coverage, so as easy as we can make it to listen to our shows is an absolute goal.”

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“It’s definitely important,” added Mackey. “We like to drive people to our customized SKOR North mobile app, which gives people the option to listen live, on demand (to everything on our network), and read all of our written content. It’s a one-stop shop for Minnesota sports fans.”

Again, there’s not necessarily a wrong way to approach your online website. But it does seem that more and more stations are figuring out ways to monetize their digital presence. That’s much easier to accomplish when you can get participation out of the on-air staff. Ideally, they have their own set of fans and listeners that want to consume any additional content they provide. When they write and push their blogs on social media that can certainly help a website draw more traffic. 

“We have multiple on-air hosts that write,” said Mackey. “But we also have dedicated digital staffers that work almost exclusively behind the scenes.”

I like the idea of a host or online contributor putting out an opinion piece on a station website, then using that as content for the next day’s show. Not only could that segment bring great content, but it could also really push traffic on the website. That’s one way to promote what your station is doing online, but what are others? 

“Any number of ways, but mostly by talking about it on our shows,” said Mackey. “Social media links help to some extent, but there’s also a point of diminishing return if your Twitter feed is just a constant stream of links. We also make sure our stories show up in Google News, which can be a huge source of discovery.”

A station website doesn’t just have to be about articles written from contributors and on-air hosts. Ideally, it also has recent podcasts from that day’s shows as well as relevant interviews that have recently occurred on the airwaves. It’s important to provide on-demand audio, but it also may not be what drives the most traffic to your website.  

“Articles draw more traffic than on demand audio on the website,” said Mackey. “Mostly because the majority of our podcast listens come from the SKOR North app, Apple or Spotify. From there, articles become a window into everything else we do.”

If you’re a station that’s wanting to ramp up or even re-create your website, both Mackey and Hogan have pretty good ideas on how to do so. In fact, I’d even check out SKORNorth.com and the soon to be revamped hornfm.com to see how they’re managing things. I personally love the idea of a station putting blogs, videos, opinion pieces, etc. on a website to give the listener even more content outside of what they hear on the daily airwaves. But as creative as you may be with online content, your creativity with how to sell it is even more important. Remember, the best ideas are the ones you can monetize. 

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But most importantly, it’s still all about finding ways to monetize the product.

BSM Writers

Barrett Sports Media’s Next Big Thing Draft

“I asked 30 established stars in the sports media world to join me in determining who is next.”

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There was a time when draft night, no matter the sport, meant that we were gathering the sports media for a similar exercise here at Barrett Sports Media. Between the pandemic, a changing focus, and more work than we could have anticipated when this business was launched, that tradition fell unfortunately by the wayside.

Today though, I am bringing it back. I asked 30 established stars in the sports media world to join me in determining who is next. This is the Barrett Sports Media Next Big Thing Draft. Just like the NBA, we have an age limit. The difference is theirs is at the low end and ours is at the high end.

We have long discussed the 40s being the decade where most people in this business are established and make the bulk of their money. So, I set 40 as the top end.

Now, sure, there are plenty of names under 40 that are already established stars. They are fair game. They are already their networks’ franchise players. They can be the same for the theoretical teams we are forming.

So, in order of their picks (which were drawn at random), here are the TV, radio, and digital stars that agreed to be a part of the draft.

  1. Steve Levy (ESPN)
  2. Paul Finebaum (ESPN/SEC Network)
  3. Doug Gottlieb (FOX Sports)
  4. Kirk Herbstriet (ESPN)
  5. Gregg Giannotti (WFAN)
  6. Tim Brando (FOX Sports)
  7. Wes Durham (ACC Network)
  8. Bomani Jones (ESPN/HBO)
  9. Gary Parrish (CBS Sports)
  10. Linda Cohn (ESPN)
  11. Stugotz (Meadowlark Media)
  12. Damon Bruce (95.7 The Game)
  13. Chris Broussard (FOX Sports)
  14. Freddie Coleman (ESPN Radio)
  15. Ric Bucher (FOX Sports)
  16. Petros Papadakis (FOX Sports)
  17. Michael Eaves (ESPN)
  18. Jason Smith (FOX Sports)
  19. John Kincade (97.5 The Fanatic)
  20. Rob Parker (FOX Sports)
  21. Adnan Virk (DAZN/Meadowlark Media)
  22. Damon Amendolara (CBS Sports Radio)
  23. Danny Parkins (670 The Score)
  24. Mike Florio (Pro Football Talk)
  25. Chris Carlin (ESPN New York)
  26. Carl Dukes (92.9 The Game)
  27. Jason Fitz (ESPN)
  28. Adam Schein (SiriusXM/CBS Sports)
  29. Dave Dameshek (Extra Points)
  30. Arash Markazi (WWENXT)

This took a lot of time and effort to put together, but we got it done. Here is how the draft went.

Here are a few observations from the 2021 Next Big Thing Draft.

THE FUTURE IS FEMALE – The first three picks were all women. Half of the top ten were women. Whether it is TV or podcasting, some of the brightest up and coming stars in our industry are women and that is a good thing.

BRAND LOYALTY – It probably shouldn’t be a surprise, but look at how many people chose up-and-coming stars at their own networks. Is that about job security and being a company man? Maybe, but look at Paul Finebaum choosing Laura Rutledge or Kirk Herbstreit choosing Pat McAfee or even Stugotz choosing Billy Gill. These people get to see their choices face to face with some regularity. I think it speaks to being able to recognize talent when you see it.

DAMON BRUCE KNOWS THE GAME – Bruce asked me to call him so he could make his pick over the phone. He wanted it to be clear. It was a crime that Shams Charania and his 1.2 million social media followers were still on the board at number eleven. “I want everyone to know how much they f***ed things up,” he told me.

A BIG IMPRESSION – I loved the story Jason Smith told me about why he took the versatile Morosi with the 18th pick. “When he comes on my show he likes to use Italian phrases (you know, him being Italian and all), so one time I challenged him that some time in the next week he had to do a media interview entirely in Italian and not explain why he was speaking Italian to the hosts. And he had to post it. Three days later he puts the interview on Twitter, and @’s me on it: It was a baseball interview he did with a TV station…wait for it…wait for it…in Italy. 3,000 miles and an early call time to win a dare. Well played, Jon-Paul.”

THE FREE AGENT MARKET – These people all went undrafted: Jason Bennetti, Big Cat, Domonique Foxworth, Mike Golic Jr, Cassidy Hubbarth, Mina Kimes, Joel Klatt, Katie Nolan, Danny Parkins, PFT Commenter, Brady Quinn, Taylor Rooks, Marcus Spears, and Joy Taylor. Some network or digital platform could build a hell of a roster with this draft’s leftovers. You could really see this playing out with the final picks. “I had 4 or 5 can’t miss picks that are already off the board,” Jason Fitz told me before he proceeded to waffle between three potential candidates for the 27th pick.

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BSM Writers

Olympic Basketball Is Just The Tip Of The Streaming Iceberg

“Most of you that paid for the game through Peacock are going to cancel the subscription once the Olympics are over, right?”

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If you, like me, were searching for a live broadcast of last weekend’s Team USA/France game, it was not easy to find. NBC decided that one of the more popular sports in the Olympics was only good enough for their new streaming platform Peacock. Yeah, you could have streamed it through the NBC Olympic app, but it was early Sunday morning, who wants to mess with that?

US loses to France 83-76, 25-game Olympic win streak ends | NBA.com
Courtesy: Getty Images

I wanted to see it on my television set without having to hunt for the app. Call me old fashioned. Also, you better call me a technology expert, because I have seen the future of sports and it’s streaming, not beaming to your set. 

I know, it’s been trending this way for a while and I’m not Nostradamus, but it really hit me last week. I have so many questions. How much is this going to cost, on top of what I’m already shelling out for cable? What does this mean for teams throughout all the major sports? Revenue? Lastly, what’s going to become of the Regional Sports Network? Some of them are heavily invested in or even owned by the teams themselves. 

We all understand why NBC aired the basketball game on its new digital network. Money rules the day. Plus, they figured, if we can get people to pay the $4.99 upgrade just to watch this game, we can hook them in for the other features too. Or, maybe they thought, well this is the only sport we’re putting on the premium service, let’s see how it goes and perhaps we’ll get some new subscribers this way. So, let’s not kid ourselves into thinking this was some brilliant idea because they weren’t sure how good the Men’s Hoops Team would be, it’s about cash. And also, let’s be totally honest. Most of you that paid for the game through Peacock are going to cancel the subscription once the Olympics are over, right?

You could have watched the game through the Olympics App, simply by opening the app, then verifying your cable service and entering your user name and password for your service. There were a few hoops, no pun intended, to jump through, but this way, you aren’t paying more than you already are for cable. It seems like a lot of things are set up this way, possibly to gain information on how many users are actually streaming through third party apps. 

Even after all of that, NBC decided to re-air the game on the network hours after it was completed. Hello NBC, maybe you didn’t get the memo that this is 2021 and there’s this thing called Twitter and other things called smart phones. Everybody that wanted to know the result already knew the final score. I feel like this is the majority of those watching the Olympics. It’s a waste of air-time. This is a story for perhaps another time. 

I’m not sure why we routinely stream movies and TV shows and don’t think much of it at the time. Shelling out up to ten bucks a month for Netflix doesn’t seem as painful to me for some reason. For most of my life, sports were on free, over the air television. Yeah, it was a bit jarring when my teams moved to cable but we adapted. I just had to point my remote control to a different station, and there was my team in living color. Until recently this was the case for most of us. Especially since most of the RSN’s linked to professional teams are locked into long term contracts, there hasn’t been a reason to move with the times. Those of the younger generations have been the ones to see the shift to streaming, through an RSN’s app or cable app. 

Now some of these agreements are expiring which means, teams and leagues are starting to explore the world of streaming. Some will have more streaming as of next year for mega bucks. Executives have realized that some of their viewers feel alienated. This, after “cutting the cord” with cable, giving them few alternatives to watch their favorite team.

It’s not a good time for RSN’s, who are basically the middleman between the teams and cable companies. There are instances where the network is actually owned by the team, like the Yankees’ YES and the Cubs’ Marquee Sports Network. The only advantage the RSN’s have now is they are where the fans go to see every local game. Changes to that thought process are in the works too which could leave the RSN out in the cold. 

With streaming becoming such a popular way to catch a game or an event, some executives were caught off guard as to how fast this was taking place. It was time to adapt or die. In an effort to gain new “viewers” online platforms with sports are much more critical and important. NBC is abandoning its NBC Sports Network by the end of the year. With the NHL moving on to ESPN and Turner, some of the other properties like NASCAR and EPL will likely head to Peacock. 

Watch Live Sports Online | Peacock

Major League Baseball has had success with MLB.tv, a way for fans that move away from their home area to view their hometown team. Inherent is the problem of blackouts, which in the not-too-distant future could change, creating a whole new ballgame for the league. Teams recently got the right to sell their own local streaming rights. Now they are still under the guidelines of honoring existing RSN streaming contracts. When those expire, they are free to move on. 

The NFL is streaming too. Peacock will get exclusive national rights to stream six regular-season games, one per season, from 2023-2028. This is in addition to its ongoing streams of NBC’s regular weekly NFL broadcasts. Peacock will also launch a virtual NFL channel highlighting classic games and content from NFL Films. Paramount+ will stream CBS games to local customers on both their ad-supported and ad-free tiers. Then there’s Amazon Prime, which starts exclusive rights to Thursday Night Football next season. 

The NHL’s new contract with ESPN and Turner allows for streaming rights too. The agreement between Turner Sports and the National Hockey League includes live streaming and digital rights across WarnerMedia including HBO Max.

Streaming services don’t require the use of an RSN. So, how will the RSN itself compete? Some have started to develop a “direct-to-consumer” model, which includes an app and streaming without a cable provider or the need for Hulu or YouTube TV. This would allow the cord cutter to continue to watch his/her favorite local team that’s currently carried on the RSN without having to subscribe to cable. It’s not clear yet how much this might cost. 

In an article at Sportico.com from earlier this year, Sinclair President and CEO Chris Ripley addressed investors about the plan to go DTC. Ripley said the company is “currently developing a product to reach consumers on a direct basis, in an app, similar to the way consumers access over-the-top platforms.” Sinclair hopes to roll out the app sometime in the first half of 2022. Ripley added, the service is meant to complement the existing linear TV properties rather than replace them outright.

Ok, well that’s one way to keep yourself relevant in this ever-changing marketplace. Again, what will it cost? Nobody seems to know that information yet and it will be a huge determining factor in what consumers decide to do. 

Here’s the biggest hurdle I see for the DTC approach. Will each RSN be able to handle itself and stay competitive in the streaming space? Probably not. It likely depends on which teams that particular network is providing coverage of and maybe how long the season is as well. 

What do I mean? Let’s say for example you’re an Arizona Diamondbacks fan (no offense Dbacks fans, I know it’s been a tough year, but this furthers what I mean). The team has been on the losing end of the score more often than not. Fox Sports Arizona decides to offer you a streaming package so you can watch all 162 games. Are you really going to do that? Wouldn’t you be more inclined this year to say, “nope, I’m sitting this one out”. 

Diamondbacks Blow Another Late-Inning Lead, Bow to Dodgers - Last Word On  Baseball
Courtesy; Getty

Unless they’re going to offer fans a game-by-game package, it’s going to be a hard sell for the season. Obviously, you have no idea at the beginning of the year how the team will perform, but that’s when they’ll want your money. It’s a gamble for both you the viewer and the RSN, because the latter will come out the loser in this situation. 

Nobody has a crystal ball to predict exactly how this will play out or when this scenario will even be a reality. Right now, there are many ways you can still watch your favorite sports whether you have cable, an HD Antenna or you’ve cut the cord. Things will be changing eventually. How many RSN’s will take the plunge into the arena of streaming on their own? That’s the multi-billion-dollar question. 

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5 Who Get It, 5 Who Don't

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 media burner accounts

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 THEY GET IT

“Ted Lasso,” Apple TV+ — If cancel culture is alive and not well, there also is an antithetical wave of groupthink culture — a groundswell of social-media obsession driven more by a cool-kid-copycat craze than reality. But here’s a “Rock Chalk, Jayhawk” shoutout anyway to Jason Sudeikis, the Kansas alumnus/fan who is riding a wildfire wave of 20 Emmy nominations and astounding popularity. Lasso, as you probably know, is an impossibly kind, upbeat, small-time U.S. football coach who relocates to England after a romantic breakup and coaches a professional soccer team — without a lick of experience. I’m liking the TV comedy more than loving it, so I’m assuming its success emanates from being the antithesis of dark, sinister pandemic programming. Yet this isn’t just some fad from the millennial/Gen Z genre. When Lasso is asked by his boss, “What would you say to a drink?” in a post-game invitation, he responds, “Oh, the same thing I’d say to Diane Sawyer if she ever asked me out on a date: Yes, please.” Sure enough, at age 75, the venerated ABC journalist responded with her first tweet in more than a year: “Dear Ted Lasso — I’m in. Your move.” When Diane Sawyer is watching, “Lasso” obviously is doing something right — except, perhaps, in the view of Olivia Wilde, who left Sudeikis in real life for younger dude Harry Styles. I only know that from reading the New York Post, a habit for which God never will forgive me.

Vaccinated media people — The coronavirus will be a predominant blight on American life until we reach some semblance of herd immunity. And that won’t happen when half the U.S. population isn’t fully vaccinated. Sports media represent a miniscule sample size, but if employers aren’t mandating double jabs, then sports leagues and teams are encouraged to intensify health protocols and ban anti-vax reporters. The NFL and college football are cracking down for the upcoming season, and expect all the rest to fall in line. In an industry with enough existential problems, no one should have to risk an intensive care visit because Joe Blowtorch from 106.9 The Sports Animal is an anti-vaxxer.

Malika Andrews, ESPN — Just as I respected Rachel Nichols because of her extensive sports journalism background, I view Andrews similarly. So if the network bosses insist on holding a professional grudge against Nichols because of her diversity-hire comments about since-departed Maria Taylor — a reminder: she was speaking from the privacy of her hotel room and was caught on tape by an ESPN remote camera, which still strikes me as a slam-dunk legal victory — why not award “NBA Countdown” hosting honors to Andrews? She has strong reporting chops that allow for a more authoritative presence on a show revolving around information and commentary. Cassidy Hubbarth is high on lists, too, but Andrews sparkled when interviewing Giannis Antetokounmpo and the champion Milwaukee Bucks during their trophy ceremony, prompting ESPN colleague Adam Schefter to text, “Very impressive to watch a 26-year-old interview the world-champion Milwaukee Bucks on national television, and handle it as smoothly and professionally as she has.” I predict a bigger future for Andrews than Taylor. Might as well push the start button, or also risk losing her.

Thom Brennaman, dues payer — Enough with the snide jokes from the likes of ESPN’s Sarah Spain, who never will have Brennaman’s career and has her own professional issues. He is trying to rebound from his income-halting gay slur — and subsequent pause to call a Nick Castellanos home run, which prompts the memes — by going back to his broadcasting roots. He’ll call Cincinnati high-school games on a website called Chatterbox Sports, whose president, Trace Fowler, explained: “We’re excited to allow him another opportunity to put a headset on again. And the biggest thing that I hope people take away from this is that we are not downplaying what was said, what people feel from that. More importantly, in my opinion, I hope we don’t live in a society where we’re essentially going to try to, I don’t want to use the word ‘cancel,’ but we’re not going to end people’s careers and think that’s going to solve any kind of problem.” As I’ve written, when Ozzie Guillen continues to work in a major-league studio with his history of slurs (such as “f—ing fag”), Brennaman certainly should get another shot in baseball. His father, legendary broadcaster Marty Brennaman, pointed out the double standard of Stephen A. Smith not being reprimanded by ESPN after insensitive comments about Shohei Ohtani, tweeting: “I only wish my son’s employers had been as forgiving as yours.” The Reds should rehire him. He has served his sentence.

Puckheads, everywhere — For the first time in eons, a traditional niche sport has legitimate momentum among the masses. That is especially true when juxtaposed against the hopeless old-man slog that is Major League Baseball, which drew just 509,000 viewers for a Cubs-Cardinals game — a longstanding rivalry — on ESPN. In the same evening, on ESPN2, the NHL expansion draft involving the Seattle Kraken drew 637,000 viewers. Don’t try to explain it away as a national baseball broadcast that doesn’t include regional network audiences from Chicago and St. Louis. The Kraken, in the middle of July, were bigger than the Cubs and Cardinals. Now, can Gary Bettman start acting like a real commissioner and continue to blast-market his sport as ESPN and Turner Sports take over coverage this fall?

“Hard Knocks,” HBO — Who knew a TV show could be more imposing than Aaron Donald, more dangerous than Patrick Mahomes and more mind-consuming than Tom Brady? Such is the enduring mystique of the “Hard Knocks” jinx, which, myth or otherwise, has seen every featured team fall short of the Super Bowl. The Dallas Cowboys are the latest to take up the gauntlet — and why not? If 25 years have passed since Jerry Jones won a championship, at least he can do what he does best and hog camera time. Fox Sports Radio host Colin Cowherd describes the Cowboys’ appearance as “a self-inflicted distraction,” but they aren’t challenging for a championship regardless. So I’d rather watch Dak Prescott and the embattled coach, Mike McCarthy, than the Broncos, Panthers, Giants and Cardinals — the other eligible NFL franchises. Honestly, if a team is that rattled by a reality series, it isn’t worthy of a title anyway. All of which speaks well for the show’s continuing interest level — and my decision to add a sixth entry to “They Get It.”

THEY DON’T GET IT

NBC — The network that gave us Matt Lauer’s desk button, the Harvey Weinstein whitewashing and a $7.7 billion dirty dance with the International Olympic Committee now shoves something called Peacock into our eyeballs. We knew the streaming platform would be introduced at the Tokyo Games; we didn’t know it would hold us hostage as the lone vehicle to watch live coverage of two troubling U.S. stories: Simone Biles and the U.S. basketball Scream Team. As it is, NBC will be remembered as a callous co-conspirator if the Olympics cause a coronavirus superspread in Japan. But by forcing people to buy a Peacock subscription to see Biles in the mornings — or wait 13-plus hours to see her at night in prime time — well, let’s just say Ronan Farrow should be summoned to investigate the network that didn’t want his Weinstein reporting. When Biles stepped away from the gymnastics team event in perhaps the biggest story of the Games, it happened when America was eating breakfast or waking up. But NBC intentionally didn’t air video of Biles, only showing still photos so viewers would be enticed to: (1) watch the prime-time show hours later; and (2) buy Peacock. Worse, the network reported Biles had a “physical injury” when she cited “mental health” for her exit. Those who have signed up for Peacock report issues ranging from streaming interruptions to a week-long wait for replays. Someone should call the Better Business Bureau when NBC charges money to watch the Scream Team lose to France. By the way, did anyone ask the iconic peafowl if it was OK to disparage his otherwise good name?

Pete Bevacqua, NBC Sports Group chairman — Continuing the wishful thinking of NBCUniversal chief executive Jeff Shell, who suggested Tokyo would be “the most profitable Olympics in the history of the company,” Bevacqua seemingly tried to brainwash Americans into watching. “I think the world right now needs an Olympics more than ever,” he said in a media session. “We’re going into this with a tremendous amount of optimism, and we really feel that it’s going to be something special.” The early averages, ranging between 16.8 million and 19.8 million, project as some of the lowest ratings ever for a Summer Games — massive drops from the London and Rio de Janeiro Games and, according to Sports Business Journal, markedly below every NFL postseason game this year and even the most recent Macy’s Thanksgiving Day parade. To be fair, NBC is dealing with daunting obstacles: a whopping time difference, no fans or energy at venues and fears that the Games will generate multiple virus outbreaks. But Shell and Bevacqua knew about these challenges long before the Opening Ceremony, reminding us that the b.s quotient for TV executives is uncommonly high.

Mike Tirico, NBC/IOC propagandist — If NBC could have created the face of its sports division in a laboratory, Tirico would have been the final product — safe, obedient, cheery and no controversial observations that upset IOC president Thomas Bach and the network’s almighty business partners in the Olympic movement. I am straining not to mention how much I miss Bob Costas’ astute world view when I say Tirico is manufactured mush. He lost me during the Opening Ceremony, a gloomy event where athletes waved at empty seats and often violated coronavirus protocols, which he and co-host Savannah Guthrie purposely overlooked. And he infuriated me when he brushed over the Scream Team’s loss like it was a sluggish practice in Vegas, making excuses for Team USA’s first Olympic defeat in 17 years and assuring that the NBA slackers would reach “the knockout round.” When Tirico speaks, I mostly feel nothing. Would someone explain how he survived an in-house ESPN scandal to reach the pinnacle of sports broadcasting?

Andy Benoit, Los Angeles Rams — The objective of sports media, or so I thought, was to cover the sports industry  — not be part of it. For years, as Benoit wrote for sites such as the New York Times and Sports Illustrated, little did anyone know he was gunning for an NFL gig. This creates a conflict of interest when he writes a glowing piece about Sean McVay when he was a Washington Redskins assistant … and McVay hires him years later, while entrenched as Rams head coach, as a special projects assistant. The DMZ crossover is happening much too often, which blurs the lines between journalism — or what is left of it — and public relations. When I attended Ohio University, there was an acclaimed communication school and an acclaimed sports administration school. The sports-ad guys loathed me, as they should have, because I was covering and scrutinizing sports, not hustling for a future on a pro franchise masthead. Benoit wanted it both ways and somehow got away with it, either because his website editors couldn’t see through him or didn’t know better.

Mike Milbury, former hockey analyst — Sometimes, you’re better off just shutting up than exacerbating a bad situation. Milbury was fired last year by NBC after his most offensive comment of a caveman career, saying of life in the NHL’s virus bubble, “It’s the perfect place. Not even any woman here to distract you.” In trying to explain himself to Boston Globe columnist Dan Shaughnessy, he sounded like a loon. “As a player and coach in the league, I’ve been on a lot of road trips and around a lot of guys that are young, fit, well-compensated, have celebrity status, and when they go on the road they play hard and they party hard. And a lot of their attention is on women, and I certainly don’t mean that in a bad way,” Milbury said. “Now I get it, everybody else has other ways to party, but that’s my experience and I stand by it. It’s biology, for (goodness) sake. So sometimes their lust for companionship was a distraction. So I didn’t think there was anything wrong with the comment, but apparently it was to other people. And I got dismissed from my job. Excuse me, but I’m not going to be canceled. I refuse to be canceled. The only thing that’s going to cancel me is the grim reaper, and I can see him in the distance, but not yet.” Enjoy the cave, Mike. Not even any woman there to distract you.

MBC — America isn’t the only country that dabbles in cultural and racial stereotypes. The South Korean network apologized for posting offensive images during its coverage of the Opening Ceremony. When the Italian team marched into the stadium, a piece of pizza appeared. When Norway entered, a slice of salmon emerged. Team Romania was greeted with a picture of Count Dracula. How would MBC like it if I mentioned my lingering stereotype of Seoul — a strong kimchi odor that stuck to my clothes? Never thought kimchi would command a sixth “They Don’t Get It” mention.

Jourdan Rodrigue, The Athletic — We all have bad days, but how did her editors allow this to appear as her news-story lead about the torn Achilles tendon of Rams running back Cam Akers: “I’m not even going to sugarcoat it — this sucks.” What, does the site’s beat writer work for the Rams? Is she a paid member of the p.r. department? Is she taking her cues from Benoit? I’ve never seen a breaking news story start with the word “I’m.” Nor have I seen a breaking news story use the word “sucks.” Sucks for who, McVay and owner Stan Kroenke? It shouldn’t suck for Rodrigue, who becomes our seventh entry in “They Don’t Get It.”

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