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Opie and Anthony are Coming Back to Terrestrial Radio

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As I reported here some time ago, Opie and Anthony and XM Satellite Radio have been in talks with CBS’ radio division to bring the duo (and third crew member Jim Norton) back to terrestrial radio. Now, as of April 21, 2006, it looks like the rumors were true and the deal is basically final.

Opie and Anthony.JPGThe new Opie and Anthony Show appears to be an unprecedented arrangement. The current show runs from 7 AM to 11 AM on XM channel 202. In the future, the show will be three hours on commercial radio, with an additional two hours that can only be heard on XM. For satellite subscribers, the new show will be five total uncensored hours. Opie and Anthony will reportedly be permitted to talk about XM on traditional radio over the span of their two year contract.

The deal hasn’t officially been announced yet, and already the detractors are coming out of the woodwork.

Rick Aristotle Munarriz says at The Motley Fool:

XM needs to focus on building a better moat, and that means more exclusive content. It had no choice but to share Oprah Winfrey with the larger television audience, but Opie & Anthony are a different case entirely. Sharing the risks devalues the product when something so much more than a free sample at a mall food court is being dispensed. Why lend a hand to a competitor slowly sinking in quicksand? If it isn’t a fair trade, don’t you dare sign on that dotted line, XM.

[ADBLOCKHERE]I am looking at this deal as something completely different. I think XM is tipping their hand as to what their greater business strategy is going to be. While satellite radio is a cool thing because of the technology, it might also be the company’s greatest weakness. Satellite radio is harder to use than regular radio. The signals and equipment have improved over time, but it isn’t yet where it needs to be. We all know this.

The satellite radio subscribers are still the early adopters at this point. People with satellite radio are people in remote parts of the country with little radio choice, or hardcore radio fans who want to pay for commercial free and uncensored entertainment. Your casual radio listeners and the iPod generation aren’t going to rush to sign up at this point. This really puts a cap on the number of potential subscribers in the early portions of this business cycle.

Also, with technology the way it is these days, who is to say that Satellite is going to be the dominant technology over time? There are tons of competitors that are just an innovation away from entering the market with at least the possibility of creating a much more effective broadcasting standard.

How about the next few iterations of WiFi Internet? How about the cell phone companies? Verizon already has VCast up and running delivering video to phones. Who is to say they couldn’t eventually enter with a more effective audio delivery technology than satellites can offer?

With threats like these looming, it appears that XM is at least open to those possibilities. With this deal, they might be letting the world know that while satellite radio is their business, they have the ability to create content, make deals and become a great partner to syndicate their talent.

Testing the waters of further diversification doesn’t really seem like a bad idea to me and it isn’t exactly out of character for XM as they have also made deals with AOL and DirecTV who broadcast XM music channels on their respective services.

Obviously, the remainder of this story is yet to be written. Opie and Anthony have to resurrect the radio business that David Lee Roth has presumably crashed over the last few months at CBS and seven affiliates in relatively major markets. They need to do so while staying out of trouble, of course. But more importantly, for XM, they have to continue to create an added value for all the XM subscribers who have fallen in love with their uncensored show. With the current arrangement of three terrestrial hours and then an additional two uncensored hours on XM afterwards, it appears that they are already prepared to deal with this duality.

Oh and another thing.

If you think Opie and Anthony and CBS radio make strange bedfellows, you are right. But at the same time, when it comes to revenues, profits and competition, these things continue to happen. This arrangement, while revolutionary, is not inimitable. I am not saying that I think Howard Stern’s show will be syndicated through Clear Channel anytime soon, but I would be surprised if there isn’t an answer to CBS’ move from one or more of their competitors depending on how the Opie and Anthony deal turns out.

Oh and another thing, part 2.

Famed sports talker Jim Rome is currently weighing his future options with radio and television. While he doesn’t have to worry about the uncensored bit, wouldn’t this deal work really well for him too? He could do a three hour show to all his terrestrial markets and carry another hour or so exclusively on a satellite provider.

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About Craig Lyndall

  • Clyde 21

    I just hope when the two years are up they return to XM and bring their new fanbase with them. If they sign exclusively with CBS that will suck.

    Raaamoooooone get that 80’s has-been off the air.

  • RedSoxNational

    wow…. well, if O&A are coming back to terrestrial radio there is no need for my XM sub. I will wait and see, but at this point i think i will cancel my XM subscription

  • http://notesfromnancy.blogspot.com NancyGail

    Do you know what the stunt was which got them fired the first time?

  • http://www.filteringcraig.com FilteringCraig

    It was an April Fool’s Joke proclaiming that Boston Mayor Tom Menino was killed in a car crash.

  • http://freewayjam.blogspot.com uao

    Poor David Lee Roth; he never had a realistic chance, and CBS yanked him after gutting his show.

    Opie and Anthony may turn out to be the make-or-break case for XM and CBS radio, and I’m betting on “break”. No way they’re going to get back even a tenth of Stern’s audience, and the Opie and Anthony fans who shelld out dough for XM units must be pissed now that people can get the show for free over terrestrial radio. And CBS had better hope they’ve smartened up; unlike Stern, who knew where to draw lines, O&A are equally likely to screw up again.

    Can’t see this strange move being especially good for anyone, except maybe Howard Stern. If I were Les Moonves, I would’ve kept Roth where he was, and cut back on this year’s Christmas party, instead.

  • Chris

    This deal works out great for both sides I belive. I’ve had XM for a year or so before O&A even started on there, and they have so much more to offer than regular radio. And I will still listen every morning starting at 6 now!! To the XM broadcast of the show, which will still be uncensored. I think this whole thing will bring more people to XM rather than drive them away. As for Stern’s listners, considering only about 5-10% followed him to the Little Doggy company, they’ll be right on board w/O&A.

  • Jeff

    XM over Sirius please. How many O&A listeners signed up for XM 30,000 what percent is that? The Stern show has never been better he’s on for 5 to 6 hours each day and they replay the shows throughout the day. I’ve listened to both and Sirius is better of the two. I even bought a Sirius reciever for my father to use in his Tahoe, which is now XM free.

  • http://www.filteringcraig.com Craig Lyndall

    5 to 6 hours? He better with all the vacation time he takes. Hope you enjoy best-of shows.

    And wouldn’t you need a Tahoe to carry the Sirius receivers?