CBS Sports Radio Shows To Be Divvied Up By WFAN-AM AND WFAN-FM?

[TimeIsTight]

CBS is not in the network business. This is not their network to distribute or sell.

Every article I have read, with direct quotes from top CBS and Cumulus executives, has them all referring to this as a CBS Network with Cumulus handling distribution and spot sales, as well as carrying the programming on 67 of its stations. I have worked at national networks where major rep firms handled a lot of the spot sales, but that didn't mean the rep firms owned the networks, they just collected a commission on whatever spots they sold.

I don't know of any network that requires spots to run adjacent to programming. Even spots in CBS TOH newscasts can run out of show.

I haven't heard the new network yet, but it does promote the fact that it is offering several short feature programs by known sports commentators.

Those are the kinds of network offerings that often have specific sponsors attached to them. Well known non sports network examples of those kinds of specifically sponsored shows include Charles Osgood on CBS radio, and, formerly, Paul Harvey on ABC.

CBS gets paid regardless. Does CBS want to corrupt one of it's highest billers to help Cumulus do it's job? How does that help Moonves? They get 100% of the money if they run local programming. If they run the network, they share the money with a competitor. How does that help Moonves?

If Moonves has two radio stations both blanketing the top market and carrying exactly the same programming he is losing one potential revenue stream. Even if, he has to share some of the revenue on a second stream with a "partner" there will be more money in his corporate pot at the end of the quarter.

CBS has already made that kind of move in other major markets like Philly with WIP. It has already established a pattern. Don't forget, CBS only has to clear X-amount of network spots an hour that will be sold by Cumulus, and then it can sell more local spots on the AMs itself. That certainly increases overall corporate revenue and is more money in the pot for Moonves.

It also appears that the original deal between CBS and Cumulus put certain major market CBS AM stations in as network affiliates, and it is hard to imagine that either CBS or Cumulus wouldn't have made plans for full clearance in the top market. The network needs that for national sales. They both have known what those long-term plans are since last summer, and the FM stations they each have bought since, and the programming choices they each have selected for their new stations, offer pretty good hints of what their longer-term plans in the top market are.

 

[TheBigA]

Every article I have read, with direct quotes from top CBS and Cumulus executives, has them all referring to this as a CBS Network with Cumulus handling distribution and spot sales, as well as carrying the programming on 67 of its stations.

For the third time, CBS is not in the network business. The CBS Radio Network as it once was no longer exists.

This CBS Sports Radio Network is no different from the CBS News Radio Network, other than syndicator. CBS owns the content, hires the talent, and provides the programming to Cumulus, who does the networking to stations. CBS gets paid a fee for what it provides. CBS gets paid the same amount, even if Cumulus loses money.

There is no requirement for CBS Radio O&Os to carry programming from their content services. Forexample, in DC, CBS owns an all news FM: WNEW. But the CBS News affiliate is Hubbard's WTOP. In fact, WTOP just renewed their deal a few weeks ago. So there is no reason why one should expect WFAN to carry all of the CBS Sports Radio Network. Cumulus is reponsible for getting content cleared in all markets, including #1.

Those are the kinds of network offerings that often have specific sponsors attached to them. Well known non sports network examples of those kinds of specifically sponsored shows include Charles Osgood on CBS radio, and, formerly, Paul Harvey on ABC.

Having sponsors attached is not the same as requiring the station to run the spot adjacent to the show. It's not unusual for stations to run the host live reads away from the feature. But my point is that WFAN is not required to carry this network long form programming. They have said they will carry some spots, and will probably run some of those short form features. But there is still no reason for WFAN to replace local talent with syndication in market #1.

It also appears that the original deal between CBS and Cumulus put certain major market CBS AM stations in as network affiliates, and it is hard to imagine that either CBS or Cumulus wouldn't have made plans for full clearance in the top market.

As I said, WFAN was named as an affiliate, but also said it would only carry spots and certain features, with no plans of replacing any local programming with syndication. Of course that was before they bought the FM. But the question remains: Does CBS want to be #1, or give that up to ESPN?

 

[DanM]

For one, the FM signal is simply much better in most of the NYMetro market, and the AM's daytime signal doesn't extend all that much farther. To the extent that it does reach people 50+ miles from the city -- well, wouldn't the national network want to sign up local affiliates out there?

Really? I can drive 660 from Philadelphia to Hartford during the day. It shows up in both markets. I can also drive 660 up to Albany. 101.9 can't do that.

Yes, WNTI, I get your point, but it goes back to my point. If CBS - or really Cumulus - is trying to build a network, why does it want to blanket a multi-state area with one station? Wouldn't it make more sense to put the network on an FM in NYC, and then seek affiliates in Philadelphia, Easton, Poughkeepsie, Binghamton, Albany, New Haven, Hartford etc? While keeping the already popular WFAN on AM where its established audience knows to find it?

 

[WNTIRadio]

If it really is Cumulus, then why would CBS give up prime real estate for the network? Let Cumulus put it on one of their properties.

 

[TheBigA]

If it really is Cumulus, then why would CBS give up prime real estate for the network? Let Cumulus put it on one of their properties.

Exactly. CBS did this to extend the brand beyond their own resources. The fact is that NYC already has a syndicated sports network with ESPN. We already see how successful that is in the ratings. Adding another similar network won't help.