The goal of any programmer is to constantly find new ways to super-serve the audience. With so many content options available today, sports radio stations now compete in a crowded space they once dominated. As more competition emerges daily to steal audience attention, the pressure to adapt has become paramount. Throughout his career, Danny Zederman of ESPN has consistently been a big thinker with an eye on the future of content consumption.
As the Director of Content for Good Karma Brands’ Chicago outlet, Zederman recognized the growing appetite for content across multiple platforms. To meet those demands, he knew experimentation was necessary for progress. Over the past several years, he has overseen ESPN Chicago’s social media growth while also building a multi-cast video broadcast for audiences on Twitch, YouTube, and other digital platforms. However, his latest experiment has drawn attention across the industry.
“I’ve had this idea in the back of my mind for a couple of seasons. We just didn’t have the technical abilities to get it done,” said Zederman.
The idea was simple: find a way to provide the ESPN Chicago audience on YouTube and Twitch with the same weekday afternoon content they crave, even during local play-by-play broadcasts on the radio.
“Where the evolution of the industry has brought us, we need to be on every platform where our fans consume content,” explained Zederman. “If we have platforms where we know our fans are consuming our content, plus platforms where we know our fans are consuming play-by-play content, why not maximize coverage?”
Video Elevates the Radio Star
Zederman explained that a recent move to new studios in downtown Chicago became the key to launching the experiment. In the months leading up to the move, the focus centered on designing a video-first studio layout.
With the backing of the Good Karma Brands executive team, Zederman played an instrumental role in shaping both the design and functionality of the new studio arrangement.
“It was a priority for us. When we decided that we were going to move, that was a pinch-me moment for myself,” said Zederman about the opportunity to help design ESPN Chicago’s new studio space. “The visual component of this is just as important as the audio component.”
Following the completion of the studio build, ESPN Chicago moved into its new home just months before the start of the baseball season. After several weeks of working with the new setup, Zederman felt it was time to test his idea.
Zederman explained that the ESPN Chicago team approached the Chicago White Sox about the concept before the season began. Because of the strong partnership between the station and the franchise, he described the discussion as a simple proposition.
“The White Sox are great partners, and we made them aware we wanted to do this. It’s not to take away from the White Sox. Our amazing play-by-play is still on AM, FM, and streaming on the ESPN Chicago app,” explained Zederman. “It’s an add, not an or… No one is just consuming one thing at a time anymore. The idea is you could be listening to the White Sox game while watching Waddle & Silvy on YouTube or Twitch.”
Taking Risks for Pay Off
The concept also proved to be an easy sell with Zederman’s on-air talent, Marc Silverman and Tom Waddle. Zederman, who once served as the show’s executive producer, credited both hosts for embracing the opportunity, even with content exclusive to YouTube and Twitch operating without a traditional radio clock or format.
“We have a chance to do something different with this, and everyone was excited about the chance,” said Zederman. “There’s not a clock with our YouTube or Twitch content. Then the game ends, and they’re coming out on the air exhausted to start the show. It takes a lot out of you without those set breaks per hour. But they’ve both adapted well and have excelled with it.”
So far, Zederman said he has been pleased with the results in both viewership and engagement. He described the data as “better than expected,” especially considering the short promotional runway before the launch. Additionally, he said viewership continues to rise with each episode as the company explores more creative ways to promote the option.
For a programmer like Zederman, new ideas also create opportunities to generate revenue. ESPN Chicago’s video venture during live play-by-play events is no different.
“The goal is to generate revenue. We want to service our partners’ and teammates’ needs and wants as much as possible,” said Zederman. “Our sales team are big fans of this extension for our partners. Product placement is a big thing… Our new studios and how we can adapt them opens a ton of possibilities for us.”
As Zederman continues to see the success of the concept, along with potential advertising revenue flowing into the idea, the question becomes whether there is room to expand. ESPN Chicago serves as the radio home of both the Chicago White Sox and the Chicago Bears. Although many Bears games do not fall within the weekday afternoon drive daypart, Zederman said he is not closing the door on potentially applying the concept to Bears game days.
“It’s definitely something we’re talking about and looking into,” revealed Zederman. “Watch-along broadcasts are very popular. People are doing it all the time, and we’re kicking the tires on it. You can see where things are headed.”
Digital Is Sports Radio’s Future
Chicago remains one of the country’s most passionate sports markets, housing six professional teams with generations of history behind them. In today’s sports media landscape, Zederman sees content becoming easier to consume across more platforms than ever before. Consequently, listening habits tied to traditional radio continue to evolve, creating a need for radio brands to exist everywhere audiences spend time.
That is why the recent move by his in-market competition to FM radio does not concern Zederman. As Good Karma Brands moved away from traditional Nielsen measurement, the ratings battles of the past no longer remain a primary focus.
“We just worry about what we’re doing. We have AM, 100.3 HD-2 radio, social, and streaming both audio and video. If fans want to consume us, they can consume us because we live everywhere,” said Zederman. “Yes, their radio signal sounds better than ours because they’re on FM. That’s great… We never really focus on what anyone else is doing. We focus on what we can do on a daily basis to raise the bar.”
Utilizing that mindset, Zederman said the culture at Good Karma Brands continues to inspire him. He described an environment built around purpose-driven work and collaboration with people motivated to improve every day. Furthermore, it is a culture that encourages forward-thinking ideas and trusts employees to pursue innovative ways to build content for the next generation.
“The way we’ve positioned ourselves in Chicago and with Good Karma Brands is we’re not just a radio station anymore. We are creating content on multiple platforms, understanding the industry is shifting,” explained Zederman. “We want to not just be with the curve, but be ahead of it. That’s something we pride ourselves on. That’s the move to make moving forward in the industry.”
In many ways, what Zederman is building in Chicago reflects where the entire sports audio industry is headed. The days of relying solely on a radio signal are rapidly disappearing. Audiences now expect content wherever they are, whenever they want it, and on whichever platform feels most convenient in the moment.
For stations willing to evolve, that reality presents opportunity instead of fear.
At ESPN Chicago, Zederman is embracing that challenge rather than resisting it. By treating radio as only one piece of a much larger content ecosystem, he and Good Karma Brands are positioning themselves for the future instead of protecting the past. Whether it is Twitch, YouTube, social media, streaming audio, or traditional radio, the mission remains the same: meet the audience where they already are.
In today’s sports media world, being great on one platform is no longer enough. The brands that survive will be the ones willing to experiment, adapt, and think bigger than radio alone.
For Danny Zederman, that future is not something coming down the road. It is already here.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
