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Mike Felger Can’t Ignore The Apocalypse

“If you do a sports show in a town with this type of success, a good signal and strong shows all day long on your network and you don’t have ratings? You f***ing suck.”

Brandon Contes

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If you’re building a Mount Rushmore of current sports radio hosts, Boston’s Mike Felger is on it. But don’t tell him, because that’s the type of generic conversation Felger & Mazz try to avoid on 98.5 The Sports Hub.  

Felger rubs it in that he was right about the Bruins | NBC Sports ...

After nearly two decades with The Boston Herald, Felger was tabbed by program director Mike Thomas to help launch The Sports Hub in 2009, partnering him with Tony Massarotti in afternoon drive. The show quickly made its mark, finding ratings success that is unheard of in sports radio.

Sure, it helps to have an equally unprecedented run of success from Boston’s sports teams, but that will only get you so far. When you’re able to generate numbers that approach a 20 share, the success is about more than just the market.

I spoke to four people in addition to Felger to get an understanding of how he operates as a radio host. Polarizing, opinionated, intelligent, genuine and hardworking were repeated in each of my conversations. His former boss Mike Thomas, current program director Rick Radzik, co-host Tony Massarotti and previous competitor from WEEI Michael Holley each offered insight.

Brandon Contes: Has being a sportswriter and reporter influenced how you create a radio show?

Mike Felger: Absolutely. Especially the kind of print I did which was tabloid journalism. When I worked at The Boston Herald it wasn’t just writing, it was digging up stories, headlines and drama. The way they approached sports writing was definitely conducive to sports radio.

BC: How much of your show is preplanned and organized?

MF: I’m kind of compulsive, but we pretty much program the entire show, all 16 blocks on an email in the morning. Obviously, there are times we need to change on the fly depending on the news, but generally speaking, every segment is on a rundown at the start of the day.

“He’s very smart and focused, he doesn’t miss a thing,” Mazz said. “His senses and awareness are acute and it allows him to pick up on things that not everyone will notice, but it’s invaluable in our business because it facilitates discussion.”

BC: For a journalist, everything goes through multiple filters before it gets to the public, so there’s time to course correct, but in radio, there’s no filter. Once you say it, it’s out there. Was that a difficult adjustment?

MF: Not for me. Sometimes it gets you in trouble, you can go too far and I’ve certainly had those days. You can have a bad take, a bad read on things that doesn’t get edited like you would at a newspaper and you get home at night, think back and say ‘well that wasn’t quite what I meant.’

“Mike’s way better at it than I am,” Mazz added. “He knows exactly how he wants to say something before he says it. Sometimes I don’t, so I’ll have to say it out loud, ‘that didn’t sound right, let me change it’ and that’s my backspace button. But the better way to do it is, say it right the first time and I haven’t perfected that art [Laughs].”

“If you write every day, you don’t necessarily need filters for your opinion,” Holley said. “Your opinion is refined. And if you’re not an idiot, you shouldn’t be concerned about going on the radio and sharing your opinion. Idiots should be afraid. If you go on the radio 20 hours a week, not everything will be perfect, but you can’t worry about being right.”

BC: Do you have a preference, print or radio?

MF: Radio is 10 times easier. It’s not even close. Every day I don’t have to write and report is like I’ve died and gone to heaven. It’s hard, and I really wasn’t good at it. The guys that do it now, developing sources, getting people to tell you something they don’t want to tell you, breaking news – those people are working. What we do on radio is easy compared to that.

BC: What about the need to have such conviction on radio, because again, when you’re writing, you can hide behind the curtain, but in radio the audience can tell if an opinion doesn’t sound genuine.

MF: Say something. Even if it’s wrong, just say something. There’s a lot of nuance with topics, but it’s a better discussion if you’re less nuanced and sports lends itself to that. There’s a scoreboard, you have a winner and a loser, someone makes the right play, someone makes the wrong play, someone makes the right trade or the wrong trade. There’s a reason they have that scoreboard and your commentary should reflect that.

BC: You were part-time with WEEI, then you went to 890 ESPN and it didn’t work. Now you have this opportunity in 2009 with another startup sports station at 98.5. If it didn’t work once, what made you think a new sports station would work the second time?

98.5 WBZ FM — The Sports Hub – H&H Builders Inc.

MF: The second one was far better positioned, but even if it wasn’t, even if it was another crappy AM signal with bad ownership, I probably would’ve taken the show. I have a habit of not turning down work. But this was a no-brainer, it was CBS Radio which was a huge radio company at the time with WFAN and other strong brands. It was an FM signal, they already had the Patriots and the Bruins. 890 didn’t have rights agreements, they had syndicated programming, a small signal and I sucked! It was my first hosting gig and I needed work. But hopefully, I became better in those few years.

“The best thing that happened to Mike was his stint with 890 ESPN,” Radzik said. “He went in there and learned how to do a radio show. He was a solo host, didn’t get a lot of calls, it was a weak signal, but it catapulted him from being a guest, to learning how to manage a show.”

BC: Even knowing how well The Sports Hub was set up, were you surprised how quickly it was able to not only make a dent, but pass an established brand like WEEI?

MF: Yes. I think everyone was. I certainly was. The goal when I took the job was to still have it three years later and get the show renewed. Beyond that, I would’ve said, hopefully within five years we have a real race, but it happened in 12-18 months.

“We captured lightning in a bottle,” Mike Thomas said. “We were the first to FM, the teams were doing really well. This city desperately needed a true second sports competitor, there’s a lot of things that came our way and we know we were very fortunate.”

“We thought our show could work, we wouldn’t have done it otherwise,” Mazz added. “I certainly didn’t expect it to grab hold as quickly and aggressively as it did, but there’s also a big aspect of being in the right place at the right time.”

BC: Does your mentality change at all when you pass EEI and now you’re the hunted, not the hunter?

MF: I think so. When we first started and EEI was so well-established there had to be a measure of counter programming. But I haven’t looked at it that way in a long time. I don’t know if that’s smart or stupid, but for quite awhile now, we do what we do, and it doesn’t matter what happens across the dial.

BC: Is there a risk of complacency? How do you avoid getting stale and letting the competition get bigger in the rearview mirror?

MF: One thing I’ve learned through all of this is, I just don’t think it matters what the other person does. And that’s not specific to EEI, it’s any radio station vs another. What matters is pumping out a good 12-minute segment, going to commercial and then doing another good segment. If the people listening stick through the break and stay for the full 12-minutes, that’s the only thing that matters to me. It’s about what you do to make your show better.

And with complacency, sure – you worry about everything. I certainly don’t think we have it all figured out, we’re going to evolve. So yes, I’m concerned with that. But I’m not concerned with what someone else is doing on the radio.

“Felger is a really hard worker and he’s also tough to copy because he’s authentic,” Holley said. “Some people play a character, but he doesn’t. This is who he is and that’s why he’s so effective. Early on, people thought he was going to get overexposed. But I told them no, because it’s not schtick. Schtick wears out. Predictability wears out. Felger is original and when he goes against the grain, you might not agree, but he can back it up and show his work.”

BC: Is your success more about the show, or more about the market? Because the ratings are unprecedented with shares in the mid-teens. Could Felger and Mazz be successful elsewhere?

Must see: Epic fight beween Michael Felger and Michael Hurley over ...

MF: I do think it’s a show that could be successful in other markets, but the level of success you’re talking about has to do with a lot of factors. It’s the quality of the station, our morning show, our midday show, our management – which even though we’ve changed ownership it’s remained very strong. And it’s the town we’re in. 12 championships since 2000, 19 championship appearances. If you do a sports show in a town with this type of success, a good signal and strong shows all day long on your network and you don’t have ratings? You f***ing suck. Our success is a confluence of factors and not the least of which is Tony, Jim Murray, our producer Jimmy Stewart and everyone on the show.

Holley: “I remember my wife asking how we did, and I would say ‘sweetheart, we finished with a 9 this book and that’s really good.’ I would ask friends in other markets and they would say their best book is a 4 or 5, so I would lead with my 9. But then I’d have to tell them the other guys got a 16! And big picture, 25% of the market is focused on sports which is great, but as a competitor, you say ‘I just wish I could get a win!’ They’re a monster to compete against. I enjoyed competing against 98.5, but it was also humbling.”

BC: Will the Brady-less Patriots impact the station and the Boston sports market?

MF: I’d like to think the fanbase wasn’t just there for Brady and the Super Bowls, that they’re hardcore sports fans through thick and thin. That’s the case with some of the sports in Boston. The Bruins audience is smaller, but those fans stay consistent through the ups and downs. We’re going to find out about the Patriots fan, but I’d like to think we’ve become a football town and they’ll continue to be a massive force.

BC: As a New York fan, I see the Patriots without Brady and who knows what happens to the Red Sox as Major League Baseball attempts suicide. I wouldn’t mind if it’s the beginning of the demise for Boston sports.

MF: [Laughs] The country’s rooting for it. I don’t know if baseball can ever overtake the Patriots again. If the Pats fall off like you hope, I would look for the Celtics and the NBA to step up. It’s a hot product, it caters to young people and I think it has the broad interest that hockey doesn’t. Hockey is more intense and loyal, but the NBA has a lot of casual fans, which is good for business. 

BC: Mike Thomas once called you the most polarizing person in Boston radio, do you agree?

MF: I feel like I’ve gotten wimpier as I’ve gotten older. I can’t rank it, I don’t know if I’m as polarizing as I used to be, but it’s not for me to say. But I think Felger & Mazz has a button pushing quality because my hate mail is still prodigious no matter what I say.

“I would much rather have somebody like Mike Felger where you occasionally need to say ‘we have to dial it back a bit’ than someone you need to push and challenge,” Thomas said. “Mike is self-motivated, he lives for sports radio and is clearly one of the best in the country at it. Maybe in his mind he thinks he’s getting softer, things happen when you turn 50, but I would never categorize Mike Felger as being soft.”

“The biggest thing that’s evolved for him is his reputation as just being a contrarian,” Radzik said. “I think he’s established himself as the number one sports talk show host in the country. You can disagree with him, you may not like his angle, but people have respect for his opinions because the audience has evolved with him.”

BC: Is it that you’ve gotten older or has society in general pushed you to get “wimpy.”

MF: I beat myself up over it, but I’m certainly a little gun shy. Two or three years ago, the Bruins got off to a really bad start. I went on this rant that they were ‘too young, they’re done, they can’t win.’ The team rebounded, made the playoffs and near the end of the season they ran a commercial replaying my rant to rub it in. Jimmy Stewart would say that crawled into my head and neutered me [Laughs]. I’m not really on Twitter or social media, but I feel it’s presence.

BC: What about the fact that social media is there, not just for you, but for everyone, waiting and even rooting for the chance to jump on any slip up.

MF: It’s dangerous. Dangerous times for sure. Maybe that’s another reason to not be polarizing. Maybe you just hit on one. Because there is someone out there trying to get you fired. For anyone writing, broadcasting or speaking in any way, shape or form, you make one mistake and that’s it. It gives you reason to just facilitate because you want to keep your job.

Political correctness: the UK v the US | Financial Times

BC: As society becomes more politically correct, do you think that will deter polarizing personalities from entering the business because of the risk?

MF: Yeah, for sure. That’s really more for news commentators than sports commentators though because you should be able to have a bad sports take and not get fired.

Having a wrong sports take will get you pushback, and people will say you’re stupid, but I’d like to think it’s not going to get you fired the way a bad take on society might.

BC: What about the Roy Halladay comments, did that have an impact?

(When former MLB pitcher Roy Halladay died in a 2017 plane crash, Felger controversially mocked the incident.)

MF: You asked why have I softened a bit? Maybe that day is part of the reason. That was a bad day for me, a big mistake and I would never blame PC culture for that.

I was wrong. I don’t think about it every day, but it’s certainly affected my approach. There’s a line between polarizing and being offensive, it’s a challenge to find that line. You have a day like that where you go over the line and you’ll spend some time making sure you don’t get close again. There’s not many hard parts to this job, but that’s one.

BC: Do you discuss social issues right now with everything going on in the country and complaints about Boston specifically?

MF: We are as sporty a show as you can get, we’re 95% sports. But during this time, it’s crept in a little more. If we did it 5% of the time previously, maybe we do it 10-15% now. And whether I’m pro-left or right, I still get people yelling ‘stick to sports!’ Thank God I don’t have to talk about those topics on a regular basis because people are so bitchy about it. But how can you not hit on some of it right now? You can’t ignore the apocalypse.

BC: As a show that’s 95% sports, how have you done building the full 16-blocks without sports?

MF: It’s been challenging recently, the first month or so was simple because of Brady. Even if the pandemic never hit, most of March and April was going to be 80% Brady’s free agency, Brady going to Tampa, the Patriots next quarterback, the draft and free agency. It turned into 95% of the show, but we had football content until mid-May. Since then, it’s how are leagues going to come back? I’ve found it really interesting, but I acknowledge there’s only so much of that you can do. We definitely need a ballgame.

Bucs' Tom Brady after defying NFLPA advice to end NFL group ...

“Not everyone that comes to the Felger & Mazz show comes for sports,” Radzik said. “They come to be entertained, to laugh and be challenged. There’s an energy level, the show is fast paced, and you have to keep up. But if you have good chemistry you can entertain in different ways.”

BSM Writers

The Future Is Now, Embrace Amazon Prime Video, AppleTV+

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible.

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This week has been a reckoning for sports and its streaming future on Amazon Prime Video, AppleTV+, ESPN+, and more.

Amazon announced that Thursday Night Football, which averaged 13 million viewers, generated the highest number of U.S. sign ups over a three hour period in the app’s history. More people in the United States subscribed to Prime during the September 15th broadcast than they did during Black Friday, Prime Day, and Cyber Monday. It was also “the most watched night of primetime in Prime Video’s history,” according to Amazon executive Jay Marine. The NFL and sports in general have the power to move mountains even for some of the nation’s biggest and most successful brands.

This leads us to the conversation happening surrounding Aaron Judge’s chase for history. Judge has been in pursuit of former major leaguer Roger Maris’ record for the most home runs hit during one season in American League history.

The sports world has turned its attention to the Yankees causing national rights holders such as ESPN, Fox, and TBS to pick up extra games in hopes that they capture the moment history is made. Apple TV+ also happened to have a Yankees game scheduled for Friday night against the Red Sox right in the middle of this chase for glory.

Baseball fans have been wildin’ out at the prospects of missing the grand moment when Judge passes Maris or even the moments afterwards as Judge chases home run number 70 and tries to truly create monumental history of his own. The New York Post’s Andrew Marchand has even reported there were talks between YES, MLB, and Apple to bring Michael Kay into Apple’s broadcast to call the game, allow YES Network to air its own production of the game, or allow YES Network to simulcast Apple TV+’s broadcast. In my opinion, all of this hysteria is extremely bogus.

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible. Amazon brought in NBC to help with production of TNF and if you watch the flow of the broadcast, the graphics of the broadcast, NBC personalities like Michael Smith, Al Michaels, and Terry McAuliffe make appearances on the telecast – it is very clear that the network’s imprint is all over the show.

NBC’s experience in conducting the broadcast has made the viewing experience much more seamless. Apple has also used MLB Network and its personalities for assistance in ensuring there’s no major difference between what you see on air vs. what you’re streaming.

Amazon and Apple have also decided to not hide their games behind a paywall. Since the beginning of the season, all of Apple’s games have been available free of charge. No subscription has ever been required. As long as you have an Apple device and can download Apple TV+, you can watch their MLB package this season.

Guess what? Friday’s game against the Red Sox is also available for free on your iPhone, your laptop, or your TV simply by downloading the AppleTV app. Amazon will also simulcast all Thursday Night Football games on Twitch for free. It may be a little harder or confusing to find the free options, but they are out there and they are legal and, once again, they are free.

Apple has invested $85 million into baseball, money that will go towards your team becoming better hypothetically. They’ve invested money towards creating a new kind of streaming experience. Why in the hell would they offer YES Network this game for free? There’s no better way for them to drive subscriptions to their product than by offering fans a chance at watching history on their platform.

A moment like this are the main reason Apple paid for rights in the first place. When Apple sees what the NFL has done for Amazon in just one week and coincidentally has the ability to broadcast one of the biggest moments in baseball history – it would be a terrible business decision to let viewers watch it outside of the Apple ecosystem and lose the ability to gain new fans.

It’s time for sports fans to grow up and face reality. Streaming is here to stay. 

MLB Network is another option

If you don’t feel like going through the hassle of watching the Yankees take on the Red Sox for free on Apple TV+, MLB Network will also air all of Judge’s at bats live as they are happening. In case the moment doesn’t happen on Apple TV+ on Friday night, Judge’s next games will air in full on MLB Network (Saturday), ESPN (Sunday), MLB Network again (Monday), TBS (Tuesday) and MLB Network for a third time on Wednesday. All of MLB Network’s games will be simulcast of YES Network’s local New York broadcast. It wouldn’t shock me to see Fox pick up another game next Thursday if the pursuit still maintains national interest.

Quick bites

  • One of the weirdest things about the experience of streaming sports is that you lose the desire to channel surf. Is that a good thing or bad thing? Brandon Ross of LightShed Ventures wonders if the difficulty that comes with going from app to app will help Amazon keep viewers on TNF the entire time no matter what the score of the game is. If it does, Amazon needs to work on developing programming to surround the games or start replaying the games, pre and post shows so that when you fall asleep and wake up you’re still on the same stream on Prime Video or so that coming to Prime Video for sports becomes just as much of a habit for fans as tuning in to ESPN is.
  • CNN has announced the launch of a new morning show with Don Lemon, Poppy Harlow and Kaitlin Collins. Variety reports, “Two people familiar with plans for the show say it is likely to use big Warner Bros. properties — a visit from the cast of HBO’s Succession or sports analysis from TNT’s NBA crew — to lure eyeballs.” It’ll be interesting to see if Turner Sports becomes a cornerstone of this broadcast. Will the NBA start doing schedule releases during the show? Will a big Taylor Rooks interview debut on this show before it appears on B/R? Will the Stanley Cup or Final Four MVP do an interview on CNN’s show the morning after winning the title? Does the show do remote broadcasts from Turner’s biggest sports events throughout the year?
  • The Clippers are back on over the air television. They announced a deal with Nexstar to broadcast games on KTLA and other Nexstar owned affiliates in California. The team hasn’t reached a deal to air games on Bally Sports SoCal or Bally Sports Plus for the upcoming season. Could the Clippers pursue a solo route and start their own OTT service in time for the season? Are they talking to Apple, Amazon, or ESPN about a local streaming deal? Is Spectrum a possible destination? I think these are all possibilities but its likely that the Clippers end up back on Bally Sports since its the status quo. I just find it interesting that it has taken so long to solidify an agreement and that it wasn’t announced in conjunction with the KTLA deal. The Clippers are finally healthy this season, moving into a new arena soon, have the technology via Second Spectrum to produce immersive game casts. Maybe something is brewing?
  • ESPN’s Monday Night Football double box was a great concept. The execution sucked. Kudos to ESPN for adjusting on the fly once complaints began to lodge across social media. I think the double box works as a separate feed. ESPN2 should’ve been the home to the double box. SVP and Stanford Steve could’ve held a watch party from ESPN’s DC studio with special guests. The double box watch party on ESPN2 could’ve been interrupted whenever SVP was giving an update on games for ESPN and ABC. It would give ESPN2 a bit of a behind the scenes look at how the magic happens similarly to what MLB Tonight did last week. Credit to ESPN and the NFL for experimenting and continuing to try and give fans unique experiences.

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BSM Writers

ESPN Shows Foresight With Monday Night Football Doubleheader Timing

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7 and then 10 on their primary channel.

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The Monday Night Football doubleheader was a little bit different this time around for ESPN.

First, it came in Week 2 instead of Week 1. And then, the games were staggered 75 minutes apart on two different channels, the Titans and Bills beginning on ESPN at 7:15 PM ET and the Vikings at the Eagles starting at 8:30 PM on ABC and ESPN+. This was a departure from the usual schedule in which the games kicked off at 7:00 PM ET and then 10:00 PM ET with the latter game on the West Coast.

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7:00 PM and then 10:00 PM ET on their primary channel. That’s the typical approach, right? The NFL is the most valuable offering in all of sports and ESPN would have at least six consecutive hours of live programming without any other game to switch to.

Instead, they staggered the starts so the second game kicked off just before the first game reached halftime. They placed the games on two different channels, which risked cannibalizing their audience. Why? Well, it’s the same reason that ESPN was so excited about the last year’s Manningcast that it’s bringing it back for 10 weeks this season. ESPN is not just recognizing the reality of how their customers behave, but they’re embracing it.

Instead of hoping with everything they have that the customer stays in one place for the duration of the game, they’re recognizing the reality that they will leave and providing another product within their portfolio to be a destination when they do.

It’s the kind of experiment everyone in broadcasting should be investigating because, for all the talk about meeting the customer where they are, we still tend to be a little bit stubborn about adapting to what they do. 

Customers have more choices than ever when it comes to media consumption. First, cable networks softened the distribution advantages of broadcast networks, and now digital offerings have eroded the distribution advantages of cable networks. It’s not quite a free-for-all, but the battle for viewership is more intense, more wide open than ever because that viewer has so many options of not just when and where but how they will consume media.

Programmers have a choice in how to react to this. On the one hand, they can hold on tighter to the existing model and try to squeeze as much out of it as they can. If ESPN was thinking this way it would stack those two Monday night games one after the other just like it always has and hope like hell for a couple of close games to juice the ratings. Why would you make it impossible for your customer to watch both of these products you’ve paid so much to televise?

I’ve heard radio programmers and hosts recite take this same approach for more than 10 years now when it comes to making shows available on-demand. Why would you give your customers the option of consuming the product in a way that’s not as remunerative or in a way that is not measured?

That thinking is outdated and it is dangerous from an economic perspective because it means you’re trying to make the customer behave in your best interest by restricting their choices. And maybe that will work. Maybe they like that program enough that they’ll consume it in the way you’d prefer or maybe they decide that’s inconvenient or annoying or they decide to try something else and now this customer who would have listened to your product in an on-demand format is choosing to listen to someone else’s product entirely.

After all, you’re the only one that is restricting that customer’s choices because you’re the only one with a desire to keep your customer where he is. Everyone else is more than happy to give your customer something else. 

There’s a danger in holding on too tightly to the existing model because the tighter you squeeze, the more customers will slip through your fingers, and if you need a physical demonstration to complete this metaphor go grab a handful of sand and squeeze it hard.

Your business model is only as good as its ability to predict the behavior of your customers, and as soon as it stops doing that, you need to adjust that business model. Don’t just recognize the reality that customers today will exercise the freedom that all these media choices provide, embrace it.

Offer more products. Experiment with more ways to deliver those products. The more you attempt to dictate the terms of your customer’s engagement with your product, the more customers you’ll lose, and by accepting this you’ll open yourself to the reality that if your customer is going to leave your main offering, it’s better to have them hopping to another one of your products as opposed to leaving your network entirely.

Think in terms of depth of engagement, and breadth of experience. That’s clearly what ESPN is doing because conventional thinking would see the Manningcast as a program that competes with the main Monday Night Football broadcast, that cannibalizes it. ESPN sees it as a complimentary experience. An addition to the main broadcast, but it also has the benefit that if the customer feels compelled to jump away from the main broadcast – for whatever reason – it has another ESPN offering that they may land on.

I’ll be watching to see what ESPN decides going forward. The network will have three Monday Night Football doubleheaders beginning next year, and the game times have not been set. Will they line them up back-to-back as they had up until this year? If they do it will be a vote of confidence that its traditional programming approach that evening is still viable. But if they overlap those games going forward, it’s another sign that less is not more when it comes to giving your customers a choice in products.

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BSM Writers

Media Noise: Sunday Ticket Has Problems, Marcellus Wiley Does Not

Demetri Ravanos

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On this episode of Media Noise, Demetri is joined by Brian Noe to talk about the wild year FS1’s Marcellus Wiley has had and by Garrett Searight to discuss the tumultuous present and bright future of NFL Sunday Ticket.

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iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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