The Washington Capitals recently signed on with a new radio partner, Bonneville International Corporation, to broadcast all 82 games for the 2007-08 season. As a former DJ I was curious about the deal’s details, and how it benefits the team and Caps fans. So I recently spoke with the Kurt Kehl, the Capitals’ VP of Communications & CCO, about the new Caps radio show, the advertising arrangements, Internet broadcasts, and more.
Mike: Ted Leonsis has mentioned on his blog that the stronger radio signal was a key factor in the team’s decision to switch. What else made this deal so appealing to the team?
Kurt: Here were some of the other big factors:
- Consistent outlet for games (minimal conflict with the Nationals)
- Financial considerations and advertising opportunities
- WTOP promotional opportunities
- Promo spots & advertising inventory
- WTOPnews.com banner advertisements all season long
- Online streaming spots in addition to spots on 3WT and WTOP
Expanding to Baltimore was important to reach out to fans there. We were considering a Baltimore sister station. But [3WT] has an incredibly wide reach with its three stations; now we no longer need a separate station. Also, unlike WTEM, [3WT] has no overnight power reduction.
[Editor's note: WTEM operates with 50,000 watts during the day, but 5,000 watts at night. 1500 AM operates at 50,000 watts continuously.]
One problem with the old deal was surfing the dial to find a game when it was bumped to another frequency. Talk Radio 3WT broadcasts on 1500 AM (DC), 107.7 FM (Warrenton, VA), and 820 AM (Frederick, MD). Will the games be simulcast on all three frequencies?
Yes. And that holds true for the games as well as the Saturday show.
What can you tell our readers about the broadcasting arrangement? Is it a “rent the airtime, keep the ad revenue” deal for the team?
Yes — we buy time and maintain ad inventory — the key point in the agreement is ad inventory for sponsorship and revenue.
Is this a pretty standard agreement in the hockey radio world, and in the sporting world in general?
It’s not an uncommon arrangement — a lot of teams buy their airtime, unless they dominate a market like the New York Yankees or the Washington Redskins.
What varies is how much you pay, and what you get for what you pay. In that regard the Caps’ deal is unique as far as the excellent advertising and promotional opportunities provided.
The key thing for us was getting additional promotional inventory on WTOP. Bonneville offered us a generous package, including “spot banks” that we can use as we like — for example, to promote particular games or events more prominently than others.
We really focused on the promotional elements to reach out to more fans. We’re grateful for the hard-core fans that already listen to the games, but the promotional opportunities are critical to attracting new fans to the team — whether they come to games, listen on the radio, or watch on television.
The press release mentioned a “weekly one-hour Capitals magazine show on Saturday nights at 6 p.m.” Can you tell us more about the style of the show?
The show will be similar to Caps Center Ice Show, but now it’s 6 p.m. every Saturday throughout the season.
Who will host the show, and when is it slated to premiere?
We haven’t selected the host yet. The plan is to debut the show before the first game, but no official date has been announced.
Will the games and/or shows be streaming via the Internet?
Yes! We haven’t finalized exactly where they’ll be available, possibly washingtoncaps.com, but the broadcasts will be available online. We hope that the online broadcasts will provide out-of-town fans a way to follow the Caps from wherever they are.
Will the Saturday Night shows be available for download/podcast?
That’s definitely our intent, though exactly how we’ll distribute them is not yet set.
Has a name for the weekly show been selected? If not, may I suggest “Saturday Night Caps”, or SNC, since everything in DC requires an acronym or abbreviation…
I like your suggestion … maybe you should offer options on OFB and have fans write in …
Thanks Kurt! You heard the man, folks: vote away, and feel free to add your own.
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If Wes Johnson is busy, I know where they can go for voiceovers on the new station.
Well, since it’s now back on a “real” radio station, and the jerseys are closer to what they used to be…
Back in the day, when the games were on WMAL, there were 15 minutes to fill between the end of the Trumbull & Core show at 7 pm and the start of the Caps pre-game show at 7:15. So, they had “The world’s only pre-pre-game game show” called “Meet the Puck!” And it was hosted by Trumbull and Core who both knew nothing and couldn’t care less about hockey. But they gave away tickets, took calls, etc.
What I really want to know is who is going to host the post-game show. I know anybody they get will be better than Frank ” I could be drunk” Hanrahan, but I feel they really need to get a true hockey expert for the show. Someone who can break the game down and give us some true insigh and not just repeat what a couple of wacko callers claim happened. Vogs would be my first choice, but I know he can’t do it. How about someone from OFB?
Note: Mr. Orr’s comment was *not* a plant by OFB, we swear!
Thanks for the complimentary suggestion; I personally would love to do the post-game analysis & call-in show, but there’s no way I could commit to 82 nights a year. Well, unless the pay was so stellar that I could quit my day job… and as we all know, radio isn’t a place for good salaries unless your name is Howard Stern.
Now I’m waiting for comments about having “faces for radio“.
I think Gus should do all voice overs and rotate the OFB crew with post game analysis with Vogs.
Ron Weber should host the Saturday night show. Can you suggest this to them? It would be awesome.
OFB interviewed Ron Weber in the early days of our blog. As you’ll see from the comments, many in DC have great memories of Ron’s broadcasting days:
http://www.onfrozenblog.com/2006/11/09/10-questions-for-the-dean-of-dc-hockey-ron-weber/
I have suggested that Ron be brought on as a first-night guest for the show, but hosting (even as a guest host when his schedule permits) is a great idea katizstan, thanks!
Having Ron Weber host a weekly show would be too good to be true!
I second all that about a return to the right colors, a real radio station, a revamped roster - could this be a new golden age of Caps hockey?
I’m really hoping that the Saturday show is available by podcast, being one of the aforementioned out of town fans. Certainly any Caps programming that isn’t time-specific (i.e. a particular game’s pre- and post-game show) should be available by podcast.
I tried to add a name for the show and vote but it woudn’t let me do it. My suggestion is Caps on Ice.
I actually like the idea of Eliott of EITM fame hosting the show. He actually has a passion for the sport, is a season ticket holder, and it would probably be much more entertaining than their other options. The thing is, I don’t know if his contract would allow it or if he’d want to work on a saturday evening on top of his weekday stuff.
Agreed Keydet — Elliott would be a great choice but is probably not available for a variety of reasons. He would, however, be a terrific recurring guest to have on the show, or even on the pregame/postgame shows. He could be to the Caps’ show what David Brenner was to the Tonight Show.
Expanding to Baltimore was important to reach out to fans there.
Does that mean we can keep the “O!” going for another year?
Ack! No! Leave the “O” in Camden Yards, please!
But back on topic, I did think it was smart that the Caps were looking to reach out to their existing Baltimore-area fan base & expand the base too. Baltimore to Richmond is a pretty wide swath of territory in which to grow a business.
Капитальное Шоу
[admin note: babel fish translates the above as "Capital show"]
“Baltimore to Richmond is a pretty wide swath of territory in which to grow a business.”
I would say it goes all the way down to Hampton Roads. Comcast is on the cable down there and the Caps are the home team, for things like home team blackouts on NHL center Ice.
I stand (or type) corrected Odessa, you’re right — Hampton Roads is definitely in the Caps’ range.
[…] I just read this report and interview. […]
There is a short article in the Washington Post today about the Nationals working on a radio deal with 3WT. They may end up with a similar deal to the Capitals.
Ordered Chaos -
Yes, I read the Ron Weber interview, brought tears to my eyes. Grew up listening to the dude religiously, and it would be - as another poster put it - “A Golden Age” if we could get him back.
Самый “Ñ?мак” моего комментариÑ? заключалÑ?Ñ? в том, что шоу будет называтьÑ?Ñ? по-руÑ?Ñ?ки! Ð? вы перевели. По-английÑ?ки не так звучит!
Ñ? выÑ?тавкой на руÑ?Ñ?ком Ñ?зыке, номинальноÑ?ти хоккеÑ? доÑ?тигнут новый низкий уровень!
Ð?изкий уровень? Почему низкий? Ð?аоборот - выÑ?окий!
Perhaps babel fish did not translate correctly (no surprise). I meant low ratings for a Russian language show on 3WT.
I was talking about having a Russian name for the show, not having the show in Russian
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