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No Sane Person Should Gamble On This Madness

The NCAA tournament is fraught with wagering peril —
potential COVID-19 outbreaks, point-shaving possibilities, confined players upset about not being paid — yet Americans will bet in record numbers anyway.



Gee, why wouldn’t 50 million Americans want to bet on March Madness? Why wouldn’t they invest a collective $1.3 billion in legal wagers, making this NCAA tournament the most heavily gambled sports event ever? Why not take this week’s stimulus check and just deposit the whole damned thing into a DraftKings account?     

There’s absolutely no risk involved here. Zero, none at all. Other than … oh, your COVID-disrupted team suddenly having only five available players … and thousands of unvaccinated people descending upon the streets, arenas, bars and restaurants of cozy Indianapolis … and young, restless athletes already prone to pandemic depression confined mostly to designated hotel floors and hermetically-enclosed city skywalks for days — almost three weeks for teams that advance to the Final Four.

No positive COVID-19 tests yet for March Madness teams in Indy -  Indianapolis Business Journal

And who cares that Indiana is enjoying a gambling boom that includes 14 physical sportsbooks thrilled to accept wagers of any size? That includes the Winner’s Circle Sports Pub and OTB right there on Pennsylvania Street, mere blocks from Lucas Oil Stadium and Bankers Life Fieldhouse and the six team hotels, according to the trusty website. No way a dirtball or two could infiltrate the NCAA Bubble and convince a teenager or two to fix a game, right? This is college basketball, so very clean and ethical, a sport that has responsibly steered clear of point-shaving scandals — except those at Arizona State, Boston College, Tulane, Northwestern, Auburn, Toledo, San Diego, etc. — and never, ever would allow a player or parent or coach or referee or agent or sneaker creep to be on the take or crawl under a table. Besides, no act of corruption could happen in America’s heartland, the cradle of basketball, so devoted to the game as religion that the Indianapolis tourism division is run by someone named Leonard Hoops.     

In truth, there isn’t much to trust here. In our collective zeal to have fun and live again after a year in epidemiological exile, the NCAA tournament actually represents this country’s desperation to make money in a hurry — either as a marginal gambler, a problem degenerate or an organized-crime operative. The gambling circus involves millions who don’t care about the teams or story lines, whether it’s favored Gonzaga bidding to become the first unbeaten national champion in 45 years or Winthrop looming as the next 12th-seed darling. The mission is to come away from March Madness with more in the bank — if possible, considerably more — than when the action started.     

Only the players, the ones who create the $1 billion annual TV windfall for the NCAA, are assured of not getting paid. And with plenty of time to kill in their rooms, at least 15 teams are engaged in a social media protest that has triggered talk of how tournament games might be impacted. Rutgers’ Geo Baker has joined Michigan’s Isaiah Livers and Iowa’s Jordan Bohannon as the most outspoken, demanding meetings with NCAA president Mark Emmert and the Biden administration. “The NCAA OWNS my name image and likeness,” Baker wrote on Twitter. “Someone on music scholarship can profit from an album. Someone on academic scholarship can have a tutor service. For ppl who say `an athletic scholarship is enough.’ Anything less than equal rights is never enough. I am #NotNCAAProperty.’’     

It’s doubtful a team would boycott a game en masse. But in 2021 America, individual players might.     

Thus, one would have to be insane to fill out more than a free bracket this year. Never has a major American championship been so riddled by anxiety and uncertainty — actually, abject horror — for those attempting to cash in. As the latest sports organization trying to recoup massive 2020 financial losses, the NCAA has gathered 68 teams at one condensed site to play 67 games in three weeks. What possibly could go wrong? The Super Bowl involved two teams, one of which arrived in the home team’s city on game’s eve. College football’s national title game was swaddled in similar protection. The World Series, NBA Finals and Stanley Cup final were staged in isolated bubbles that succeeded because they were sealed from the outside world.     

By comparison, the maddest of Marches is a thankless undertaking fraught with peril. “This is going to be complicated and difficult. There’s no question about that,’’ said Dan Gavitt, the NCAA’s senior vice president of basketball. At the core of concern is the ever-wicked COVID-19, which could wipe out a team, a hotel or the entire tournament with a single outbreak. Already, six referees were sent home due to a positive virus test; the NCAA denies it suggested they dine together at a restaurant when their hotel rooms weren’t ready. WTF? The NCAA also has been reckless enough to already change protocol, allowing Iona — and Rick Pitino, who else? — to practice shortly after arrival. Originally, a team was to remain quarantined until its entire traveling party showed negative tests on separate days.     

This hardly inspires confidence about the gauntlet ahead. Any team that can’t suit up at least five healthy players for a game must withdraw, with the opponent advancing via “no contest.’’ As it is, two elite programs recently socked by the coronavirus — Kansas and Virginia — aren’t sure how many players will be eligible for first-round games as non-stop testing continues. Already, positive COVID-19 tests have sidelined two key players, Georgia Tech’s Moses Wright and Oklahoma’s De’Vion Harmon. Still interested in taking betting action on those teams?     

“No one’s letting their guard down,’’ Gavitt insisted. “`No one’s making any assumptions about the lack of challenges going forward.’’

COVID's Impact on 2021 March Madness Tournament - Sports Illustrated

Yet. But who could blame the players for feeling imprisoned and wanting to break free? The NBA players, remember, were paid handsomely to be in the Disney World Bubble.     

“I’m in a bed for, like, 15 hours a day,’’ Iowa’s Connor McCaffery said.     

“We’ve been playing a lot of Spades,’’ Alabama’s Herb Jones said.     

“Hasn’t exactly been Maui,’’ said Roy Williams, the North Carolina coach.     

All of which creates an ongoing gambling conundrum: How do you bet on a game without knowing which players or coaches or referees will show up? Or what kind of mental condition a player might be in? Other factors complicate matters, such as built-in crowd advantages — even with limited attendance at venues — for close-proximity teams such as No. 1 seeds Illinois and Michigan, No. 2 seeds Ohio State and Iowa and local pillar Purdue. Think I didn’t consider that when predicting a Gonzaga championship, knowing a team from Spokane, Wash., might play a title game against the Illini — and their income-disposable, secondary-ticket-market-happy Chicago alums?     

Still, the bettors are going to bet anyway. They will because that’s what they’ve always done — gamble like loons on the tournament — a thrill made much simpler and cleaner by a regrettable 2018 Supreme Court decision that gave legislative power to states to legalize sports wagering. Never mind the potential for scandal. Never mind the 10 million Americans who are considered problem gamblers. For the betting masses, March is crack. In a tragicomic twist, it’s also Problem Gambling Awareness Month, but who’s paying attention in government when 20 states and the District of Columbia have bought in and already are reaping revenues? Before you know it, all 50 states will welcome licensed bookmakers.     

And the NCAA tournament will continue to be the biggest open market for gambling sleaze, even after the NBA ends the one-and-one rule, allows elite teens to directly enter the league and further dilutes the competitive quality of March. College basketball, already close to unwatchable in the regular season, will exist just to feed the urges of bettors in springtime. At this point, we might as well use the brackets to insert new names: DraftKings, BetMGM, Caesars Entertainment, William Hill, Penn National, PointsBet and the like. Add to it to gambling initiatives at media companies that should know better, including ESPN and Fox. CBS should be particularly ashamed, pumping its own gambling partnerships while continuing to sell its televised tournament as a fairy-tale romance, right down to the concluding “One Shining Moment’’ musical farce.     

Amid this frantic money grab, as a beacon of what’s still wholesome about our bracket racket, Sister Jean Dolores Schmidt thankfully returns. Now 101, she’s fully vaccinated and situated in an Indy hotel, prepared to deliver more pre-game prayers and strategic tips to coach Porter Moser as Loyola-Chicago attempts another magical run. She had to convince the university that her presence was worthwhile as team chaplain. At her age, will she be safe?     `

`What they wanted to do was be sure that all the safety factors were taken into consideration,” she said during a media videoconference (yes, Sister Jean does Zoom calls). “Sometimes people who haven’t gone to the games or to the NCAA or even to March Madness, they’re not sure exactly what goes on there. Sometimes they think it’s like a teenage concert, where everybody’s going to surround me and might not have any breathing space. If I’m not supposed to go on the court, I’m not going to go. And I’m not going to cause any disturbance.”     

If the NCAA and Loyola hadn’t approved it, Sister Jean was heading to Indy anyway. “I had other offers from people at the university,” she said. “One alum wrote that her husband was willing to drive me down. Another person told me she was going to sneak me out of the university, and another couple said they would like to kidnap me, and Loyola would have to search for me.”

Sister Jean will travel to Indianapolis with Loyola - Chicago Tribune

A first-round victory over Georgia Tech would mean the Ramblers draw … Illinois. She isn’t happy about the apparent mismatch, saying, “It amazes me that they put two Illinois schools together to go against each other rather than support each other.”

Seems even Sister Jean doesn’t trust March.

BSM Writers

Now Is The Time To Build Your Bench

“There’s a good chance you have a producer, production person, or even a salesperson who has a big enough personality that they can hold your attention.”



As we crawl towards the Thanksgiving holiday week, many content managers are likely in the middle of figuring out what they’re going to put on the air.

The Power Of Dead Air
Courtesy: Jacobs Media

Since most marquee talent take the entire week off, this can present scheduling headaches.

Some stations (who can) will pick up more syndicated programming. Hey, why not? It’s a cheap, easy solution that’s justified by the fact that business is slow in Q4, and your GM doesn’t want you spending any more money than what you have to.

Other stations will hand the microphones over to whoever happens to be available. This usually ends up being the same array of C and D listers who aren’t that great, but they can cover when needed and usually tend to be affordable.

Both of these decisions, while usually made out of convenience, are terrible mistakes. Quite frankly, it’s one of the many frustrations I have with spoken word media. 

Content Directors should be using the holidays as an excellent opportunity for them to answer a particularly important question: DO I HAVE A BENCH???

One of the most common refrains I hear from other content managers is that they have no talent depth. Everyone constantly is searching for the “next great thing,” yet I find that very few people in management that take the time or the effort to seriously explore that question.

My response to them is always, “Well, how do you know? Have you given anyone in your building a chance yet?”

Often, the answer is sitting in their own backyard, and they don’t even know it.

Years ago, Gregg Giannotti was a producer at WFAN. Then Head of Programming Mark Chernoff gave him a chance to host a show because of how Giannotti sparred off-air with other hosts and producers in the building. Chernoff liked what he heard and gave his producer a shot. Now, he’s hosting mornings on WFAN with Boomer Esiason in what is considered one of the best local sports-talk shows in the country. 

Carrington Harrison was an intern for us at 610 Sports Radio in Kansas City. He worked behind the scenes on Nick Wright’s afternoon show and had a fairly quiet demeanor. It was rare that we ever spoke to each other. On one of his off-days, Nick was talking about Kansas State Football and Carrington called in to talk to him about it. I couldn’t believe what I heard. Not only was his take on the Wildcats enlightening, but he was funny as hell. Soon after, we started working Carrington’s voice into Nick’s show more and eventually made C-Dot a full-time host. He’s been doing afternoons on the station for several years now with different co-hosts and (in my opinion) is one of the best young voices in the format. 

There’s a good chance you have a producer, production person, or even a salesperson who has a big enough personality that they can hold your attention. Why not give them the opportunity to see what they can do? Honestly, what’s the risk of giving someone you think might have potential, a few at-bats to show you what they can do? If your instincts are proven wrong and they aren’t as good as you thought they’d be, all you did is put a bad show on the air during a time when radio listening tends to be down, anyways.

If you go this route, make sure you set them up for success. Take the time to be involved in planning their shows. Don’t leave them out on an island. Give them a producer/sidekick that can keep them from drowning. Be sure to listen and give constructive feedback. Make sure that these people know that you’re not just doing them a favor. Show them that you are just as invested in this opportunity as they are.


I understand that most Content Directors are overseeing multiple brands (and in some cases, multiple brands in multiple markets). Honestly though, using the holidays to make a potential investment in your brand’s future is worth the extra time and effort. 

Treat holidays for what they are; a chance to explore your brand’s future. Don’t waste it.

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BSM Writers

Digital Platforms Should Signal The End Of Niche Linear Networks

“Whether it is niche sports or exclusive shows, the streaming platforms have proven to be valuable catch-alls. They haved turned hard-to-sell programming into part of what you get when you are motivated to subscribe by Premier League Soccer or UFC.”



CBS Sports Network just isn’t built to last. It seems obvious, but it was really hammered home for me on Friday when Jim Rome went off on the network for preempting the simulcast of his radio show for coverage of swimming.

“You idiots are going to preempt this show for swimming?” Rome said. “Stupid.”

You don’t even have to watch the video, right? You can just read the quote and his voice is immediately what you hear in your head.

John Skipper went off on a number of topics during Sports Business Journal’s Media Innovators Conference last week. Some dismissed it as sour grapes. Others said his comments were those of a man that is completely unencumbered by rights deals and corporate interests.

One thing the Meadowlark Media leader said that was dead on was that there are only a few properties in sports television that truly matter.

“Until you can get the NFL, or the SEC, or the NBA on a streaming service, it’s going to be marginal in this country,” Skipper said in a conversation with John Ourand.

He was answering a question about the relevance of streaming services, but the fact is, he could have been talking about any outlet in the world of sports television.

With that being said, it isn’t just CBS Sports Network that isn’t built to last. Comcast got this message last year. That is why NBCSN is about to go dark. Sure, every niche sport has its fan base, but can you build a profitable and powerful brand on swimming, lacrosse and 3-on-3 basketball? You probably can’t.

BSM’s Jeremy Evans recently wrote about life in the metaverse and what it means to sports media. So much happens digitally now. Think about the last time you felt like you HAD to have a physical copy of a movie or album. It always made sense that television networks would get to this place.

Peacock, ESPN+, CBS Sports HQ and Paramount+ all have plenty to offer. Whether it is niche sports or exclusive shows, the streaming platforms have proven to be valuable catch-alls. They haved turned hard-to-sell programming into part of what you get when you are motivated to subscribe by Premier League Soccer or UFC.

CBS Sports Network isn’t the only cable sports network whose existence may be on borrowed time. You know about FS1. Did you know there is an FS2? Did you know beIN Sports still exists? Don’t worry. It seems most major cable operators don’t know it either. The same can be said for networks with names like Eleven Sports, Maverick, and Pursuit.

In fact, when you look at that group of channels, CBS Sports Network is probably in the best shape. It may carry the low end of college football and basketball, but it at least has sports with large, national followings.

Radio simulcasts have always been cheap programming. Once the production costs are recouped, there is a straight-line path to profit. Sports networks on this level will always be interested in carrying radio simulcasts, and that is a good thing. It means better studios and more exposure for the hosts involved. When the suits can have a legitimate debate whether the live sports their network carries will draw as many viewers as the simulcast of a radio show, it may be time to rethink the path forward.

Streaming platforms weren’t built exclusively for niche sports. ESPN+ launched with college football and college basketball at its core. Now that streaming platforms are here to stay though, it should start a conversation and migration.

The cable sports network was never anything more than a prestige play. It was a way to show that a broadcast network was so serious about sports that the few hours it could devote to games would never do. The problem is that ESPN got that memo decades earlier and established a juggernaut.

Even FS1, which has major talent and rights to major college football and basketball and Major League Baseball, is behind the eight ball compared to ESPN. They got a 34 year head start in Bristol! CBS Sports Network is behind FS1 and it has college football, basketball and hockey. It also has the WNBA and the NWSL. Still, it seems like it is on borrowed time. What does that mean for networks that can’t get a league comissioners to take their call?

I like some of the programming on CBS Sports HQ. I think Paramount+ has been a valuable tool this college football season. There would be nothing wrong with CBS shuttering CBS Sports Network. It is just the reality of where we are headed.

CBS aims to grow Sports HQ within its network of streaming channels -  Digiday
Courtesy: CBS

CBS is run by smart people. I have faith they will see the forest thru the trees in sports media and find the right solution before they start losing money. Streaming means consolidation and unfortunately, that means there may not be room for the FS2s, Mavericks, Pursuits, and Eleven Sports of the world. That doesn’t mean the sports those networks carry cannot find a new home. They may even find a home that makes more sense for them and their fans.

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BSM Writers

Can Your Station Create Its Own Holiday?

“Did you see social media on Friday? Did you see any media at all leading up to Friday? Disney created a 24-hour commercial you could not escape.”



A belated happy Disney+ Day to us all!

Disney+ Day: Kareem Daniel Says “Momentum Building” At Streamer After 2  Years – Deadline

Did you see social media on Friday? Did you see any media at all leading up to Friday? Disney created a 24-hour commercial you could not escape. The best part, from a marketing standpoint, is fans were captivated by it. They either didn’t realize it was a commercial or they just didn’t care.

The execution was masterful. Granted, we Star Wars fans were left wanting a bit, but Disney dropped teasers for series and movies we didn’t know were coming and showed the first footage from one we have been anticipating for more than a year now.

I started thinking how a radio station could do this. How could it go out and create its own holiday? How for one day, can we make our fanbase excited and glued to social media eagerly anticipating announcements about what is coming next?

This is going to take some creativity. Disney+ is a platform full of multiple brands with multiple fanbases buying in. A sports talk station is one brand. It has varying levels of fanbases, but largely, your dedicated audience are the people that not only love sports, but also like your programming enough to be called P1s. Is that enough people to build an event like this around?

Who cares if it is or not! Go for it.

One thing that Disney did masterfully on November 12 is it brought partners into the fold and made them a key part of Disney+ Day. Fortnite announced that Boba Fett was coming to its game. TikTok announced Disney character voice changers would be available on the platform. Disney found the kind of partnerships that could spread its holiday to even the Disney+ Day equivalent of Ebenezer Scrooge.

You can do the same. Surely you have a local brewery as a partner. Can they brew a one day only beer for you? Partner with a restaurant. Can they put your station’s name on the day’s special? Would other partners offer discounts and promotions for celebrating the day? There are a lot of options here.

Now, what are YOU doing on your holiday? Disney has a deep well of franchises. It could squeeze Star Wars, Marvel, Pixar, its own studio and more for content and announcements. Again, you are just one brand, but there is still a lot you can do.

Build the day around announcing your special contributors for the football season. Drop new podcasts and play an extended clip on air. Announce new podcasts, the kind of things that will only be available digitally.

Look at 99.9 The Fan in Raleigh. Joe Ovies and Joe Giglio have created great, multi-episode series that are events for their audience. Like any narrative podcasts, those don’t come together overnight. As long as you have enough audio to build a solid 90 second to 2 minute long preview, you have something worth bringing to the air as part of the celebration.

Do you have a contract you are waiting to expire to make a change in a prime day part? Make your station’s holiday the day that the new talent or show hits the air for the first time. You can do the same for new weekend programs. Whether it is someone new coming to the station or just a new pairing, put them on air for your prime time audience to meet and have your weekday hosts help create some buzz for them.

As for the shows that are on every weekday, you have to make them special that day. Give away a big cash prize. Make the guest list epic – I mean everyone that is on air that day has to be a home run.

The other thing that Disney did so well was work to get all of its divisions involved. Check out this tweet from the Disney Parks account. Every single park around the world lit their iconic building up blue in celebration of the streaming platform’s holiday.

Can you work with other stations in your building? Maybe they won’t give you full on promotion, but between songs, if a DJ brings up a sports topic, would the PD be willing to have them mention that their sister station is celebrating all day? Would a news/talk PD let your talent pop on air to talk sports with their hosts and promote what is happening on your airwaves today?

The answer to these questions could be no. You don’t know if you don’t ask though. Also, if the answer is no, there is nothing wrong with asking for a little backup from your market manager. A station holiday is a major sales initiative after all.

The final piece of this puzzle to take away from Disney is you have to be everywhere. Any local show you air from 6 am until midnight needs to be on location. Fans should have easy access to them. How can they celebrate you if they are not allowed to be where you are?

Use the broadcasts however the sales department sees fit. Take them first to long-established clients to celebrate their loyalty on the station’s holiday. Use them to draw in new clients. Show off what your station can create with its fanbase.

Money has a way of motivating everyone. So, even if your hosts don’t like leaving the studio, these would be remote broadcasts priced at a premium and should have larger-than-usual talent fees attached.

Finally, let’s do something Disney didn’t. I was shocked that a company with this many iconic characters at its disposal and with a CEO that came from the consumer products division, didn’t have a line of merchandise ready to go. Don’t make that same mistake.

Create cool station shirts (not the cheap giveaway crap). Throw the logo on unexpected things like water bottles, bottle openers, facemasks, whatever! Have a merch tent wherever you go. Maybe set up a site to sell it for the day. Make the people come to you to get this stuff.

Twitter is a huge part of promoting what you do. Constantly show off what you are offering and what you have created. That is how Disney sold their event to its most dedicated fans as something not to be missed.

What were we celebrating with Disney+ Day? Nothing. Disney wasn’t even really celebrating anything. It was just a series of commercials wrapped up in fun packaging. Actually, there are a lot of holidays that are just a series of commercials wrapped up in fun packaging.

Valentine Day Digital Ads on Behance

Not every holiday has to celebrate something once in a lifetime. Not every holiday has to even be real. Building your own will take a long lead time, but it is doable. Get sales, promotions and programming in a room and build a plan together. If Disney+ Day taught us anything, it is a valuable way to motivate your fans to spread your message too.

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