Reverse Syndication Is Reality
After weeks of speculation, and as The Media Backpage first opined just about a month ago, "Opie and Anthony" have returned to the airwaves. The duo returned to broadcast radio in New York and six other markets. For the radio industry, at the same time it experienced its first dose of reverse-syndication. The concept aptly named for its inverted take on syndication, brings satellite radio content to radio listeners over terrestrial radio, whereas the traditional methodology of syndication rebroadcast terrestrial content on the satellite radio providers.
The CBS/XM Agreement in Brief:
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Opie and Anthony on both Free-FM and XM 6-9AM ET, XM only from 6-11AM
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XM version of the show is uncensored.
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O&A gain access to their old content from their stint on CBS' WNEW.
The unique arrangement means that for the first time listeners will have the option to hear a show that is available on regular radio at the same time via satellite and uncensored. So while the beeps and dumpouts will be there, the audience can simply subscribe and hear a fully unedited live feed of the broadcast. Specifically, under this agreement which brings the Opie and Anthony show back to CBS Radio's Free-FM outlets, the talk show hosts will also do at least two hours a day of radio that will be available only on XM.
For XM, and CBS, this is a great arrangement. Free-FM (or more broadly the concept of FM-based talk radio aimed at 25-54 year old men) gets a shot in the arm and a fair chance to succeed. Meanwhile, XM can count on Opie and Anthony using their new megaphone to tout their trademark outrageous stunts and contests that are undoubtedly bound to happen often while the duo is only on satellite later in the morning.
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We haven't talked that much about this here, and its an important part of the new media landscape: user created and shared video and picture content. Websites offering social media sharing tools seem to be popping up left and right from .jpg)
THIS JUST IN from the World Wide Leader In Sports ...ESPN introduces the PodCenter. In a take on the multi-media sports outlet's marquee program, SportsCenter. The PodCenter will offer many of the networks audio programs as MP3's that can be downloaded either directly through the website, or through iTunes. The move adds to the growing library of content that is available for consumers to download and digest and reinforces the importance for organizations to cater to their audiences and make content available on-demand through the power of podcasting.
In the world of television programming changes are sometimes made within the blink of an eye. For example, recently, after just three episodes, CBS pulled Love Monkey, the comedic-drama starring Tom Cavanaugh. Now, I understand that developing and producing a series such as Love Monkey is a costly endeavor and therefore programming decisions need to be made swiftly and efficiently, however there is a certain amount of gravitas with which these types of decisions should be made. With that in mind, I would argue that despite the economics of these types of programs, television network executives need to give programs like Love Monkey time to organically grow. As a matter of fact, CBS and the show's creators had already created a unique buzz about the show by featuring up-and-coming artists like Teddy Geiger, who music fans have been buzzing about since the show's debut, and earned the respect of radio station DJs who appreciated Tom Cavanaugh's character and the insight the show provided into the music industry. CBS and Love Monkey would have had better success if the show had time to organically grow an audience. Additionally, programs like Love Monkey should embrace the power of Web 2.0 and social media tools like Podcasting to build and foster new audiences, which in turn will also increase tune-in rates and help the bottomline. 
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Amidst the many angles of the changing media landscape that we monitor here at The MediaBackpage, one of the more interesting angles is that of how media outlets themselves adopt and integrate new technologies and methodologies into their own toolboxes. With that in mind, Fortune Magazine's David Kirkpatrick has an interesting commentary in his recent Fast Forward column about Old Media's new love affair with New Media. 
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The Katie Couric story has a very interesting business twist, both in the short term for NBC and in the long-term for CBS; ad rates. For NBC, the network will seek to capitalize on Katie's final days and weeks with the show by raising their :30 second spot rates. In the meantime, the CBS Evening News, which is charging about $40K per thrity second spot expects that number to increase and equalize with its counter parts at ABC and NBC once the Katie Era begins. Now that the speculation over Katie's next move has been put to bed, let the speculation of The Couric Factor begin.
