SPORTSNET MAKES PLAY FOR RADIO
By Adnews Staff
Sportsnet Ontario, one of the four regional television networks that form the overall Sportsnet 24-hour sports network, has plans to syndicate its news brand on radio. "Radio is a critical component of our brand communication strategy," said Sportsnet's vice-president of programming and special projects, Laura Mellanby, "Our strategy is to become the 'one-stop sports shop' for a diverse range of radio stations throughout the regions that match our brand and target audience." The network hopes to announce within two weeks the first two stations that will carry Sportsnet radio programming in Ontario. This programming will begin airing in one or two months, according to Mellanby. The first programming will take the form of one- to two-minute sports news updates which will be made available to broadcasters every half hour. Future programming plans include longer vignettes, interviews and possibly a 30-minute show. The company has ruled out a partnership with an all-sports radio station, claiming that many sports fans enjoy more than that format. The company also plans to move into radio with its other regional networks (Sportsnet Pacific, Sportsnet West and Sportsnet East) in six to eight months.