A VSiN-ary Radio Opportunity

Veteran radio-industry executive Dan Mason swears the Vegas Stats & Information Network isn’t a gaming business. Rather, it provides all the info one needs to participate in legal gaming. Radio may wish to wager big on its predicted ROI.

In April 2015, Dan Mason retired from the radio broadcasting business, completing a 20-year run as President/ CEO of CBS Radio. Mason’s resume includes prior stints as President of Group W Radio, and a similar role for a company known as Cook Inlet Radio Partners.

Mason, however, hardly retired from everything having to do with radio broadcasting. This Eastern Kentucky University graduate would go on to be Chairman of the Board of the industry’s largest philanthropic organization, the Broadcasters Foundation of America.

But it is his May 2019 move that has redefined Mason, and perhaps brings new promise to an AM radio station that goes beyond HD Radio, and the possibility of all-digital broadcasts, as featured in this issue.

Mason is the face and voice of Vegas Stats & Information Network (VSiN), a company founded by the Musberger family. Yes, sports fans, that Musberger.

It’s the first media company devoted to stats, analysis and the information that many a sports bettor can count on for making a well-informed wager. Or not, Mason believes. In fact, he’s certain the content is strong enough on its own that programming could easily win over listeners in locales where legalized gaming will likely never become possible.

For Mason and VSiN, numerous business advantages exist, thanks to recent legislation leaving it to the states to decide if sports wagering is permissible or not. And he’s confident it can fuel advertising for a laggard radio station in need of a bit of revitalization.

“Right now there are 19 states where legal gaming exists, or states that are close to allowing it,” Mason said on a recent August afternoon en route to, of all things, a Barry Manilow concert at Madison Square Garden, with his wife along for the Uber ride.

“There is no reason why any station wouldn’t want to be attacking that ad category,” Mason continues.

In his mind, with radio being a perfect “call to action” medium, VSiN’s programming is a “natural fit.”

But it is important for all to understand that VSiN isn’t a radio network — nor does it see radio as the brand’s growth driver. Rather, VSiN’s big revenue driver as of today is its large publishing operation.

Its 306-page full-color College

Football Betting Guide is perhaps one of its more popular publications, and it’s chock full of conference and BCS predictions. It retails for $19.99 and features no advertisements.

Then there are televised VSiN programs on two of the nation’s largest regional sports networks, New Yorkbased MSG and Boston-based NESN.

There’s also a daily e-mail full of articles and one “featured product of the week.” Again, there’s no advertising otherwise.

Oh, there’s also a dedicated channel on SiriusXM Satellite Radio. But that’s not what VSiN is about.

“The radio network is certainly something with big growth potential, but we are not dependent on it for immediate growth,” Mason says.

Informational Additive

On August 5, the radio network officially debuted, using the name The BetR Network. It is distributed by Houston-based Gow Media and features programming from Gow’s SB Nation Radio Network in addition to VSiN.

“It’s informational, yet entertaining — and not blue at all,” Mason says, taking a swipe at some of the betterknown sports radio programs and networks found across the U.S.

transmitter and working with the manufacturer to make sure all is operating at full tilt.

“This is viewed within Hubbard as a proof of concept,” he says.

While Kolesar is not privy to what stations could be next, conversations are happening.

“This has definitely launched some discussions within Hubbard,” he acknowledges. Meanwhile, other broadcasters have approached him and have toured WWFD. They are considering a move to go digital themselves.

What’s needed from the FCC is experimental authority — at least for now.

That’s because a petition filed by Bryan Broadcasting to broadcast in digital, minus analog, is presently in the hands of the Commission. Hubbard filed comments in support of it.

The petition from Bryan involved the assistance of David Oxenford, a partner at Wilkinson Barker Knauer. It was filed in March, and presents a solution for AM radio stations in danger of losing even the car radio as a place to tune in. Already, Tesla has removed the AM radio due to noise created by the electric vehicle’s operation.

Oxenford explains that the pleading “does not suggest that any AM be forced to convert to an all-digital operation — instead it proposes that stations be given the option to make that conversion whenever they want.”

It’s an idea that first came to fruition four years ago.

“An all-digital signal can overcome this noise, and an all-digital signal is much more robust than the digital operation allowed by the hybrid digital-analog system currently permitted by the FCC,” Oxenford notes.

Perhaps more important to the concept of “AM revitalization” is the realization that FM translators have done nothing — except perhaps devalue — the AM stations they are simulcasting.

“While FM translators have provided relief to some AM stations, they have not solved any reception issues with the AM signal — they have just given the stations that were fortunate enough to get a translator a lifeline until a real solution comes along,” Oxenford says. “Plus, not all AM stations, particularly those in large markets, were able to be awarded a translator license. For those AM stations that did not get a translator, or for those whose AM signal reaches farther than a translator can, other solutions are needed. Bryan Broadcasting argues that this market-based approach — a voluntary transition to AM digital — may provide the answer for AM stations.”

The NAB agrees. In May, its EVP/ Legal and Regulatory Affairs and General Counsel, Rick Kaplan, asked the FCC to “promptly advance” the Bryan petition.

ON PAR, NEAR AND FAR

While the prospect of crystal-clear AM radio is serious business, one important question remains: How will radio broadcasters convince consumers to try it — as it is still AM radio, the stuff of “93KHJ,” Wolfman Jack and American Graffiti ?

Future designs of HD Radios are trending toward station presets. This was seen in fall 2005 by RBR+TVBR while driving a 3-series BMW on the autobahns of Germany and Austria.

Instead of a radio dial, the user will have a choice of stations via logos, with song or program information appearing underneath.

“At that point — it doesn’t matter if it is AM or FM,” says Kolesar. “It’s just buttons on a screen. That is the equalizer. In a day and age where people tune in or know what stations they want to listen to by name and not by frequency, why would they tune by frequency anymore? This is AM’s hope. You can bring AM up to par and bring parity to all of these signals.”

While most of the 168 affiliate stations are airing select VSiN programs, The BetR Network launched with two 24/7 radio partners: KBAD-AM 920 in Las Vegas, a Lotus Communications-owned Sports Talker, and WBSS-AM 1490 in Atlantic City, N.J., owned by Longport Media.

Then there are stations such as Beasley Media Group’s Sports WBZ-FM 98.5 in Boston and WPEN-FM 97.5 “The Fanatic” in Philadelphia, and Cumulus Media’s Sports KNBR-AM 680 in San Francisco and Talk WLS-AM 890 in Chicago, which are airing “VSiN Action Updates” covering how the sports betting markets are reacting to the market’s sports teams.

At KNBR, a report at 9am and a report at 5pm are presently airing.

The first terrestrial partner for VSiN? That came in May 2018, with WSCR-AM in Chicago.

What’s the advertising potential for this programming?

“The gaming category is certainly there for the taking, and the casinos need help there,” Mason says. “I am sure they would welcome radio with open arms. I think we caught lightning in a bottle.”

Among the early believers in VSiN programming is Indeed, the online job placement portal. Wine brands have also warmed to VSiN.

Then there are the remote possibilities, with a station able to benefit from creating “a carnival-like atmosphere” at events ranging from tailgate parties to Super Bowl watch-andwin extravaganzas.

Casino remotes are also in the cards. A radio broadcaster simply needs to understand that VSiN conducts no wagering, nor does it intend to do so.

“There’s absolutely nothing that would get anyone in trouble when it comes to our content,” Mason says. “There is no betting. It is up to the station’s advertising team to decide how many gaming-oriented sponsors it wants. We offer data on the games, point spreads, wind velocities — things people care about when they are going to wager on a game. It’s all part of one big package.”