TRN signs Mancow; TRN FM may go RADAR
Talk Radio Network's TRN FM network (a new network from the syndicator that is rumored to go RADAR-rated) has signed a deal with Eric "Mancow" Muller that is positioned as the antidote to 46 affiliates who may be losing Howard Stern sooner rather than later to Sirius Satellite Radio.
"There is nothing like what Mancow does on the airwaves today. It's simply brilliant. Mancow will lead the next generation of smart, hip FM Talk stations to ratings dominance," TRN CEO Mark Masters tells RBR. "What those stations will be looking for is a show that remains edgy and brilliant, and delivers big numbers in the target demo while protecting FCC licenses. And simultaneously, is an attractive environment for advertisers. Mancow delivers that - - and more."
He adds, "He is going to be the hottest thing on FM, and he's also machine washable and doesn't require dry cleaning - - meaning you can put him on AM too. He's a safe advertising environment. This is not only a show that makes your gut split from laughing so hard because it is so genius, but also hits the hottest things in music, movies and pop culture. In just one day he had Dick Morris [political consultant, former adviser to Bill Clinton and author, most recently of "Off with Their Heads: Traitors, Crooks & Obstructionists in American Politics, Media & Business"], Marilyn Manson, Dr. Phil and Scott Bakula from Star Trek: Enterprise in the studio. It's almost like human acupuncture - - you're going through the whole range of human emotions. The top entertainment leaders, the top political leaders, the top opinion leaders."
The deal is rumored to be for six years, not three as has been reported.
Until now, "Mancow's Morning Madhouse" (with its four-person crew) on Emmis' WKQX-FM Chicago has had only limited impact in syndication. The show has never aired on more than a handful of stations outside Chicago.
RBR observation:
The only quandary we see is for the 27 Infinity stations who are Stern affiliates. Is Hollander really going to do something "big" as a replacement for Stern--as he's been telling the industry? Would he bring on a big Hollywood star? Would he even bring back Opie and Anthony? We hear that is indeed possible - - remember how much O&A hated Stern and vice versa? Indeed, Viacom/Infinity is going to have to come up with a great replacement for Stern or Mancow may be the preferred choice at the station level.
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