Smizik: "Does CBS have the stomach to take on a full-throttle ratings battle with ESPN?"
Pittsburgh:In his blog this morning Bob Smizik looks at the work cut out for a new FM sports station. He mentioned that it has not been formally announced, but will be known as "The Fan 93.7" and could be on the air by the middle of next month.
But with the competition the new station would have, it will take time to garner some of that audience. Consider WEAE 1250's hold with ESPN and WXDX's Mark Madden getting some good ratings in afternoon drive. Of course there's also Joe Bendel on Fox Sports (WBGG 970) - the only locally produced show on the station. Smizik notes that when CBS tried "The Man Station" on 93.7 they pulled the plug within months. "If that's all the stomach it has for a fight with 1250 ESPN, it's not worth even starting," he said. Nonetheless it looks as though they're serious. Former WTAE sports anchor Jon Burton and longtime ESPN anchor/reporter Jim Colony are apparently a part of the new station. Plus there's the rumor of pulling in some out of market talent like Gregg Giannott, a producer and part-time air talent from sister station WFAN in New York.
All this combined with current efforts at the other two sports stations, Smizik says, "CBS looks like its ready for the long haul at 93.7. The competition should be keen and the prime beneficiary will be the listening public."
Readers’ Forum
If CBS does it right by hiring & using local talent/broadcasts, especially during the prime times, (6am-10am, 12pm-2pm, 3pm-6pm) they should easily beat 970 and 1250 in the ratings. The only competition, sports talk-wise, would be Madden from 3pm-6pm. While Mark is very knowledgable on certain subjects (pens, steelers, rasslin and strippers), his rating success is partially due to lack of competition and talent in this market.
Dave - January 19, 2010 at 11:20 am
They have to be willing to give the station time to garner an audience. The rock station they had going on @ 93.7 was done fairly well, but CBS kept switching shows and not letting things happen then bam it was gone without much notice.
Dave - January 19, 2010 at 12:25 pm