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Content Grab Bag: Brady Farkas Is A Local Man

“While you want to be the best FOX, ESPN or CBS affiliate you can be, what you want most of all is to be the best station in YOUR market.”





Good hosts and shows aren’t struggling for content right now, but who knows how long it will be before we get live sports again? Hell, we’ll have been without sports for nearly a month and a half at that point.

We’re all in this together, right? That’s why Barrett Sports Media has created a content grab bag and we’re asking everyone to pitch in.

Got an idea that can help someone else? Do you have a perfect bit in mind, but maybe your situation has changed and now you have nowhere to pull it off? Don’t let it go to waste! If you want to contribute, reach out to Demetri Ravanos on Twitter.

Today’s Content Grab Bag piece comes from Brady Farkas of 101.3 the Game in Burlington, VT. In addition to co-hosting The Huddle with Arnie Spanier and Rich Haskell, Farkas also serves as the station’s PD. He writes that putting a spotlight on your community can be a win both immediately and in the long-term for your station in any number of ways.


Radio stations always say they want to be “Live and Local,” but what does that even mean? 

It’s all about finding a delicate balance that makes you relatable to your listeners, but doesn’t completely tune-out large portions of your audience.

Constant conversation about one traffic light in one small part of your listening area is an almost immediate tune-out because 85 percent of your audience doesn’t ever see that light, and so is 14 minutes on the high school volleyball pre-season rankings, but if you NEVER mention that stuff, your listeners may feel like you’re not really from the area.

Thus, the balance. How does local really work for your radio station?

Remember these two things. Everyone who is in your listening area is there for a reason. They either grew up there and loved it and stayed, or they moved there for opportunity and likely love it too. And remember that while you want to be the best FOX, ESPN or CBS affiliate you can be, what you want most of all is to be the best station in YOUR market. It’s not about Fox Sports Radio, it’s about being Fox Sports Radio (Insert City Here).

Your listeners LOVE to hear when people who are big names have experienced the same things they have, remember the same things they do, and they love to hear about success stories of people who moved on but didn’t forget where they came from.

When I was at ESPN Radio in Albany, that meant interviewing hometown hero and NBA lottery pick Jimmer Fredette. It also meant finding any small connection we could to localize an interview. For instance, when Fredette was playing in the G-League for the Knicks affiliate? That netted us an interview with former Knicks great Allan Houston, the GM of the G-League team, who would have had no reason to come on otherwise with us.

Here at 101.3 The Game in Burlington, VT, it means finding former UVM men’s hockey players who have gone to great things and bringing them on our station (NHL Stanley Cup Champions John LeClair and Patrick Sharp, Hall of Famer Martin St. Louis, US Olympian Aaron Miller).

It also means finding media members who went to college in the area like Ryen Russillo of the Ringer, or local celebrities who grew up here like Phil Wills, master bartender on the popular show “Bar Rescue.”

And it means a chance to have on legendary broadcasters Gus Johnson and Len Elmore, who were on the call the night that Vermont men’s hoops beat Syracuse in the 2005 NCAA Tournament.

From the parking lot: A history of the 2005 UVM-Syracuse game ...

These are all huge names for Burlington, Vermont, that are on our station, talking to our local audience, about their unique experiences with our local teams and communities. You can’t measure how important that is.

Those people are universally appealing to your audience because they’ve been to the same bars and restaurants you have, played in a game your audience still talks about, and helps normalize someone we never felt we could relate to, but now can.

And don’t ever ignore the chance to truly hyper-localize things. Maybe the 14 minutes straight on high school volleyball isn’t good for the air, but it’s something that plays DIGITALLY!

Maybe you take two minutes of the 14 and put it on the air and put the rest online, and when the high school coach ends up producing a player that wins a college title or goes to the Olympics or does something amazing you already have the relationship with them to help tell another great story or book another great guest. 

And your network keeps growing.

When Koby Altman took over as General Manager of the Cavs and immediately was trying to figure out whether or not to trade Kyrie Irving? Our station was the first in the country to have him on.


He went to nearby Middlebury College, and we had a relationship with the coaching staff there, who we didn’t say no to for a digital interview just a few months prior. Don’t underestimate how much your local network can help you.

Local matters. It helps the listeners. It helps you book guests. It helps digital numbers. It shows you care.

Also, your audience loves to show you how much they know. So when you’re looking for a new golf course to play, or a new restaurant to try, or a new route to get some place, they are all quick to chime in and share some great stories and give some great insight and content.

And those new places you go? They could just net you more new networking relationships – and more new clients. 

BSM Writers

Jason Barrett Podcast: Rich Eisen, NFL Network

Jason Barrett




Rich Eisen reveals how he ended up partnering with Stuart Scott, the moment he knew he made the right move joining the NFL Network, and the influence standup comedy had on his broadcast career.






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BSM Writers

Does FOX Need West Coast College Football Success?

“I think we are all looking forward to the twelve team playoff and I don’t know if it matters as much as it did in the last eight years.”

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Don’t believe them. Don’t believe those people that try to sell you on the idea that a given sport is better if a given team in said sport is good. You know, college football is better when Notre Dame is good. Maybe they tell you college basketball is better when UCLA is good. Might they say the NFL is better when the Dallas Cowboys are good? Let me tell you, whoever the they is saying those things, they are wrong. FOX isn’t living or dying on it?

I am not here to tell you college football is better when USC is good. The Trojans are ninth all-time in FBS wins with 866 victories, they claim 11 National Championships and 39 conference championships. There is zero doubt they are among the elite, blue blooded programs of the college football world. With all of that said, USC hasn’t contributed to college football’s national championship discussion in more than 15 years. But, now Southern California is back and in College Football Playoff contention.

With only Notre Dame and a PAC 12 Conference Championship left to play, 10-1 USC is in excellent position to earn the first College Football Playoff bid in school history. The Trojans would be the third west coast team in the playoffs, 2014 Oregon played in the inaugural edition and 2016 Washington was the only other PAC 12 participant. It has now been five playoffs since a PAC 12 team has been in the top four.

That brings up the obvious question, how important is it for the health of the College Football Playoff to have west coast teams involved, especially one based in Los Angeles? L.A is, of course, the second largest media market in the nation. College football is well down the list of priorities in the City of Angels but having a team in the mix might help the overall national rating.

College Football has long been criticized for becoming too regional of a sport. The results thus far do lend themselves to that belief, the only team from outside the South to win a national championship was 2014 Ohio State. The SEC has twice had two teams among the four playoff teams and two of eight championship games matched Alabama and Georgia from the SEC. 

So, does the College Football Playoff need West Coast teams for long term health? FOX is one of the rights holders for PAC 12 football and the main FOX college analyst, Joel Klatt, doesn’t think it is necessary. “I don’t know if it matters this year. This is like the last two years in an eight year term for a president,” Klatt told me on my show, The Next Round, “I think we are all looking forward to the twelve team playoff and I don’t know if it matters as much as it did in the last eight years.”

To Klatt’s point, the College Football Playoff seems to be screeching towards that twelve team format and a bigger media rights deal. That deal will almost certainly include multiple networks, not just ESPN/ABC, and will be worth significantly more money than the current deal. So, it is not as if the lack of a presence west of the Rockies has hurt the attractiveness of the College Football Playoff to the networks.

On the other hand, the playoffs have never reached the lofty ratings they had year one. Was the 2014 edition just ratings lightning in a bottle or has the regional nature of the product hurt those ratings? The 2014 semi finals did fall on New Year’s Day which meant the games were played in the Rose Bowl and Sugar Bowl which has proven to be the most successful schedule in terms of ratings success.

The college football lover in me couldn’t get enough of FOX’s Saturday night USC-UCLA telecast. There’s something about both teams wearing those classic home colors and playing in that historic stadium under the lights. They put on a great show, the show also would go on without them.

I want as many people as possible exposed to college football; it only makes the sport healthier. If that means more West Coast teams need to be in the playoffs, I hope they earn their way in. An expanded playoff will only make it easier. Until then, just keep telling people college football is better when your team is good

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BSM Writers

HBO’s ‘Shaq’ Docuseries Tells Shaquille O’Neal’s Story With Style, Personality

What ‘Shaq’ wants the audience to know is that success wasn’t easy for the man, despite his physical gifts.

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Screen cap via HBO Sports

From the very beginning of HBO’s Shaq docuseries, Shaquille O’Neal tells us how important storytelling is to him. Just recapping a sequence of events isn’t enough for the Hall of Famer. As the man puts it himself, “sometimes when you tell a story, you wanna add a little barbecue sauce.”

Director Robert Alexander (The Shop, A Man Named Scott) adds plenty of barbecue sauce to O’Neal’s life story, especially in the first two parts of the docuseries. (Shaq runs four episodes, with the opener debuting Wednesday, Nov. 23 at 9 p.m. ET on HBO and HBO Max. Each of the following three episodes will premiere on the subsequent Wednesday.)

Nothing less should be expected from a gigantic personality like O’Neal. This isn’t a dry documentary that simply chronicles a series of events. Alexander mixes in stock, news, and archival sports footage to add embellishment and punctuation to many stories and important points. Music, creative set design, and animation also play key roles in keeping the narrative moving and the audience engaged.


Each episode has a visual theme to it. Part 1 emulates a music video. Several comic book elements are incorporated into Part 2. Part 3 is meant to invoke a classic stage drama, a Shakespearean tragedy. Unfortunately, Part 4 is less focused in that regard, though some fun video game graphics are produced. Editors Freddie DeLaVega, Lenny Messina, and Ted Feldman deserve significant credit for making all the pieces fit together into a cohesive visual trip that gives the documentary an energy not seen in many projects like this.

Much like The Last Dance did for Michael Jordan, Shaq helps define a basketball icon for newer generations more familiar with the athletic giant from being part of TNT’s Inside the NBA panel and his many, many commercial endorsements.

The documentary begins with an adolescent O’Neal growing faster than his body and mind could handle. He wasn’t a phenom who was a superstar from the very moment he took the court, despite his obvious size advantages. And his path to major college basketball didn’t take the typical route.

Eventually, however, viewers see what those of us old enough to have watched O’Neal play at LSU remember. He looked like an adult among boys. His dunks were ferocious, raising his knees as he bent the rim to his will. And, as you might recall, young Shaq was much thinner than the diesel he became late in his professional career.

The first two episodes of Shaq chronicle O’Neal’s rise to superstardom, from college sensation at LSU to No. 1 overall NBA Draft pick by the Orlando Magic, developing into a force for whom there was no match on the court on the way to NBA championships. O’Neal was so dominant that the game had to adapt to him. Rival teams stocked their rosters with three to four big men that could each spare six fouls roughing O’Neal up and sending him to the free throw line. The NBA’s defensive rules changed to allow more double-teaming.

Parts 3 and 4 of the docuseries are less fun, as the second pair of episodes follow O’Neal’s fall from the ultimate heights of his career and difficulties in his personal life. His relationship with Kobe Bryant deteriorated and took a championship dynasty down with it. A major factor in those tensions developing was O’Neal’s reluctance to stay in shape during the offseason, continuing to put on weight, and eventually having toe surgery right before the 2002-03 season.

This is where O’Neal’s involvement and cooperation probably hurt Shaq the most. Unlike the first two episodes, when everything was going well for him, the big man doesn’t offer as much insight into his shortcomings. Particularly frustrating is his lack of accountability. At one point, O’Neal flat-out says he’s not talking about what went wrong with the Lakers.


Looking right into the camera and accepting responsibility for his role in the demise of two championship teams (later including the Miami Heat) would have been riveting. Instead, others are left to try and explain O’Neal’s actions, which feels dishonest as teammates like Rick Fox and longtime Lakers trainer Gary Vitti try to cover for him.

What Shaq wants the audience to know is that success wasn’t easy for the man, despite his physical gifts. Basketball did not come easily to him as a youth, nor did championship success in college or the NBA as he grew up. But like so many great athletes do, O’Neal channeled criticism from the media and slights from opponents including Dikembe Mutombo into major aggression on the court. (His words for the 1999-2000 NBA MVP voter who prevented him from the league’s first unanimous win are profanely hilarious.)

O’Neal makes it clear that strong figures in his life provided discipline and guidance — beginning with the military-influenced upbringing of his stepfather, then coaches who could teach him how to be a great player like Phil Jackson and Pat Riley — made him who he is. He has always been a personality and time has been kinder to some of the behavior that was once considered brash. Now he’s a worldwide brand known even to non-sports fans. Those viewers, along with diehard basketball fans, will enjoy getting to know him better in this docuseries.

Rating: 4 out of 5 stars

Part 1 of Shaq premieres Wednesday, Nov. 23 at 9 p.m. ET on HBO. Each of the three episodes will premiere on the subsequent Wednesday, through Dec. 14. The docuseries will also stream on HBO Max and be available on-demand, with repeat airings on HBO networks.

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