On whether to air radio shows that are also on XM or Sirius.
If the shoe was on the other foot, would we wear it? Imagine that satellite radio had enough penetration to create a nationwide sensation on the realm of Sean Hannity. And Sean wanted to expand his bank account so began to offer his program to terrestrial radio. Terrestrial radio saw money in this 'sensational' program. Would we take it on a non- exclusive basis?
For this to happen, satellite radio would have to have some level of parity on audience penetration with terrestrial radio. Like the various broadcast TV networks do with each other. Does talent work cross-network in television? Would ABC have let Peter Jennings moonlight on Fox 20 years ago when they were new and trying to gain audience share?
Many national radio performers do television in one form or another. But they do not simulcast the programs.
Sean Hannity, major league baseball, the NFL, major university sports conferences all desire more rights fees the easy way with a simple simulcast. Radio missed the boat with regards to protecting content from satellite but its not too late to wake up.
We should protect our content with every ounce of fight we have in us. Give the talent and sports leagues a choice. Us or satellite. Let the talent choose the highest bidder. If satellite radio is to become viable and in a postion to outbid us for talent so be it. If however they remain a struggling entity in terms of audience and profitablity, they will never be in a position to steal our programs away. In that scenario, we shouldn't let them gain even a shred of credibility by duplicating programs we have, and especially programs we produce such as live sports.
I submit that Radio would be more creative and not take the satellite radio program on a non-exclusive basis. But even thats not really the point. Being pro-active and keeping the keys to the car away from the kids is.
Brian Schimmel
General Manager
Mississippi River Radio Marion/Carbondale
Are you reading this from a forwarded email?
