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What Drives Sean Salisbury To Continue His Journey on a Road That’s Unpaved

John Mamola
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What Drives Sean Salisbury To Continue His Journey on a Road That’s Unpaved

Sean Salisbury was the morning voice for Houston sports talk radio listeners for the past six years on SportsTalk 790. Last week, Salisbury’s time with the radio station came to an abrupt end as he was one of many who were laid off by iHeartMedia nationwide. The week prior to Salisbury’s exit at SportsTalk 790, he took part in an interview with Barrett Media chronicling his success in Houston while also building a new digital program entitled Unpaved.

“I didn’t go into creating Unpaved thinking about my brand,” said Salisbury. “On the national stage, my goal was to give people something that was passionate. That wasn’t race baiting or chasing ghosts. I’m not a hot take guy; I’m a passionate guy. I’ve never said anything on any of these shows that I don’t believe.”

Embracing his Twitter/X handle of “Sean Unfiltered,” Salisbury launched Unpaved in February of this year. It was a project that aims to provide entertainment with passion and fun, but with a national scope on sports. A departure from his former morning show on SportsTalk 790, where the focus was on Houston sports.

Salisbury is a known commodity in the sports media landscape. Following a ten-year career in the NFL and CFL. He found his calling at ESPN as an NFL analyst for eleven years. After his time with the network, Salisbury began to grow his profile in Houston, Texas. He hosted shows for Yahoo Sports Network and beIN Sports before landing at iHeartMedia in 2019.

Launching Unpaved While At iHeartMedia

About three years ago, he was approached by Rumble, at the suggestion of his good friend Dan Bongino, about hosting a national show. However, the timing wasn’t right.

“We’ve been talking for three years, but at that time I wasn’t ready. I was getting my master’s [degree] and I couldn’t commit to doing a national show on Rumble with all the stuff I had going on. I didn’t want to do it half-assed and seem like a throwaway,” explained Salisbury. “They called me back in the fall of 2024, and I was ready.”

Following approval from iHeartMedia market manager Eddie Martiny, the path to Unpaved was underway.

“I’m always a team player. I always asked, but they had no problem at all with doing it,” said Salisbury.

Salisbury credited the mutual respect during his entire tenure with local iHeartMedia management. From current program director Chris Gordy to Martiny. He considered their local leadership “phenomenal” because of their ability to let talent do their work and chase their passion.

“I’ve never had a better boss in my life, and I’ve had some great ones. Eddie Martiny is Mount Rushmore for me,” Salisbury said in our interview the week prior to his company departure. “Do good radio, create revenue, and be respectful in the building and the room. Everything else will take care of itself.”

In August of this year, Salisbury came to an agreement on another multi-year contract extension to continue hosting morning drive on SportsTalk 790. His extension came five months after his former co-host Brian LaLima left the station for financial reasons, as he stated in his announcement in March.

“I knew where my range was going to be,” said Salisbury about his recent contract negotiations with iHeartMedia. “When I got guys, I’m always pining for them [his show staff] because it matters. Whether it’s me leaving or him [former co-host Brian LaLima]. If someone is leaving, it disrupts what we have going on. They knew how special the chemistry was [between LaLima and Salisbury on air]. Their hands get tied because if corporate says this is the limit, then you just got to deal with it and hope the next guy can do that job.”

Less than two months after signing his extension, Salisbury was laid off from iHeartMedia during another company financial reduction in force.

Reflecting on his time working with LaLima, Salisbury said their companionship revitalized his interest in staying in radio. He stated the chemistry between the two was the best he’s had in his career.

“It’s the best chemistry I’ve ever had with a guy for a continued amount of time in my life,” said Salisbury. “I never enjoyed work more on a day-to-day basis. I hated that he had to leave, and I’m grateful for Dan [Matthews, former co-host SportsTalk 790]. But I never felt the same chemistry before.”

Delivering What An Audience Wants

Now with a sole focus on continuing to build Unpaved, which launched officially in February, Salisbury sees this as an opportunity to deliver something audiences are clamoring for.

“I didn’t come into this with any selfish expectations. It’s about doing good stuff, great content, a little different because I think we’re fatigued by the stuff you turn on radio,” said Salisbury. “I’m not willing to give up my credibility in the business for a bigger paycheck or to say something I don’t believe. I just won’t do it.”

The show launched on Rumble, with every episode streamed live and clips produced for social media consumption. Salisbury said the goal is not to produce a show to be picked up by a network or distributor, but he wouldn’t reject a call if made. He considers Unpaved an extension of his passion for talking sports, entertaining people, and showcasing content for a national audience.

“We’re nowhere near where we’re going to be. The show is critiquing every day, you’re supposed to do that,” noted Salisbury. “We’re playing our hits that people like, and the ones that don’t will come over… Passion, disagreement, getting after it but doing it the way we’re doing it. On my show, I demand it that way. Good work will always eventually win.”

Expanding The Unpaved Road

With plans to expand his program’s talent roster by the beginning of next year, Salisbury’s approach to Unpaved continues to be all gas, no brakes. With plans to build a unique studio for the program before the beginning of the year, he believes the audience wants content to go back to something a little different.

“When I watch Pat [McAfee] or Dan [Patrick], I just like the feel,” remarked Salisbury about the studio design for their individual presentations. “The studio will be old-school, vintage, and classic, kind of like the name Unpaved. You get off on a dirt road here, because most people here live on an unpaved road. We’re all trying to get back to a paved road, but you have to fight through it all.”

Salisbury’s former co-host and producer from SportsTalk 790, Adam Sager, will continue to co-host Unpaved from his location in Chicago. Salisbury brought on Sager in September, crediting his great bandwidth and sports knowledge to provide a sense of calm while bringing his own intelligence to the table.

Even though he has departed his role with iHeartMedia, Salisbury remains a servant to his audience and eager to learn from them. With recent instances of current or former athletes dismissing opinions of non-athletes, Salisbury approaches it as an opportunity to gain knowledge and a better understanding of the conversation instead of delivering a lecture or simply yelling to gain clicks and engagement.

“I’m never going to demean or shrink anyone [who hasn’t played] who has an opinion. If that’s the case, Joe Buck should never call games,” explained Salisbury. “I respect it till you prove to me you don’t deserve it… I’m taking classes on finance, and I got a master’s degree. But do you think I’m going to teach Warren Buffett about money?”

Unpaved continues to be a work in progress for Salisbury, but an outlet he sorely missed during his time with iHeartMedia. He looks forward to sharing in a conversation and providing content that is trustworthy, entertaining, and meets a need that audiences are left without today. With less than a year into the digital venture, Salisbury remains excited about the growth of the program and where it could be headed.

“For me, it was to entertain and do great work. Whatever comes of it will come, because I still love doing this. I don’t want to retire,” said Salisbury. “I come in here with a fresh slate knowing what we want to talk about and what our listeners want to hear. If hot takes are what you want, we’re not the show for you. If passionate takes with preparation are, you might like us.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How MTV Can Remain Relevant While Bringing in an Audience

Mike Gunz
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How MTV Can Remain Relevant While Bringing in an Audience

For years now, the running joke about MTV has been, “Do they even play music anymore?” With MTV UK announcing this past week that they are shutting down five of their six music channels, with the remaining MTV HD channel shifting toward reality series programming, apparently we finally have our answer: “No, they don’t.”

The massive, although seemingly inevitable, programming change has brought a slew of reactions. As well as one major question: What does this mean for the U.S. MTV channels and affiliates?

I’d argue that just because MTV wants to go in a reality-focused direction does not mean that they can’t do so while also staying within the music realm.

In an “adapt or die” media world. Pivoting rather than an all-out change could very well be the best strategy for MTV within the United States.

Through collaborations with top music podcasts, behind-the-scenes docuseries, exclusive artist tour coverage, and watch-along events, MTV’s reality programming can still keep and bring in viewers who otherwise would be turning away due to the channel currently playing Ridiculousness 14+ hours a day. (Yes, that’s really happening.)

The End of an Era

MTV’s parent company, Paramount Skydance Corporation, is expected to pull the MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live channels on December 31. The channel’s flagship, MTV HD, will remain on the air. Although it will continue with its reality-show-heavy programming, according to Newsweek and the BBC. The decision comes as the company seeks to cut costs by as much as $500 million across its global portfolio. As more viewers shift away from linear programming.

Former MTV VJ Simone Angel told BBC News that she was “in disbelief” over the news despite the fact that “it’s been a long time coming.”

“To this day, it’s one of the most recognizable brands in the world. Why on Earth [would they] throw that away? It’s not thrown away, but it’s just reality TV. That’s not what MTV is or should be,” the longtime former ‘90s MTV Europe and MTV UK VJ continued.

Paramount has not publicly commented on the channel closures. However, the MTV U.S. stations are not expected to be affected by the decision… not yet, at least.

How MTV Can Avoid Being a Leftover

Just because MTV wants to get rid of their music video programming doesn’t mean that they need to get rid of their MUSIC programming.

The success of Amazon Music, VEEPS, and other music-centric lifestyle platforms shows that there is an intense desire by music fans to watch reality music programming.

  • Music-Adjacent Documentaries – Recent documentaries about Taylor Swift, Lady Gaga, Lilith Fair, Billy Joel, Britney Spears, Woodstock ‘94, Led Zeppelin, and other artists have brought in big numbers for Netflix, HBO Max, Hulu, and Amazon Prime.

Fans absolutely love to hear the stories and drama regarding artist journeys. As well as the behind-the-scenes coverage, as if “they are right there.” Think the early 2000s MTV Diaries series but in modern ways. The show’s iconic tagline, “You think you know, but you have no idea…” is more relevant now than ever.

  • Podcast Crossover – MTV should take a page out of the sports broadcasting playbook and begin incorporating top music podcasts into their daily rollout. Think Travis and Jason Kielce’s New Heights podcast but music, entertainment, and trending news-focused.

I can tell you firsthand that my music live show and podcast, The Gunz Show, has been actively having discussions with a number of major streaming platforms about simulcasting it. MTV has not been one of them.

Simulcasting audio and video podcasts allows MTV to bring in additional viewers, especially when guests are included. Think ESPN’s The Pat McAfee Show. Which thrives not only on YouTube and digital platforms but also on main broadcast channels. It also allows shows to be replayed throughout the channel. So that we aren’t getting hours upon hours of the same programming.

  • Curated Video and Video Playlists – Make no mistake, for years many viewers have despised the reality-programming direction that MTV has focused on. Although much of the audience has turned toward YouTube for their latest music videos. There is still an opportunity for curated playlists to bring in an audience.

MTV or its Paramount+ platform should have blocks of music video programming. Think The Emo Hour, hosted by an artist, or The Alt-Country Revolution, hosted by Hardy or Jelly Roll, etc.

Many music genres are seeing a massive resurgence in nostalgia-driven bands and content. MTV should lean INTO this by incorporating a timeline of music videos of artists throughout the years or rolling out old episodes of MTV Unplugged!

  • Events and Watch-alongs – I have been tweeting this for years. Why in the world are we not seeing MTV do watch-along viewing parties like the sports world is doing? Whereas Peyton and Eli Manning are doing their Manningcast during Monday Night Football, why does MTV2 not have one for the MTV VMAs?

Imagine getting a popular rapper, country star, rocker, and pop star all on the same couch together commenting and sharing stories, gossip, and drama. That’s how you bring in an audience and dish out clipped content across all MTV verticals.

  • Keep the ‘M’ in MTV – I recently hosted the return of the Warped Tour livestream this past summer in Washington, D.C., for Amazon Music as well as in Los Angeles for Insomniac Events, and the feedback exceeded many people’s expectations.

Interviews and content with Machine Gun Kelly, The All-American Rejects, Avril Lavigne, A Day to Remember, and more proved that fans will tune in wherever their favorite artists are—especially on a visual medium.

Believe it or not, the letters “MTV” still mean a lot and boost credibility. Despite some actively trying to prove otherwise.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

What Can Be Learned From How iHeartMedia Flipped 97.3 The Game In Milwaukee

John Mamola
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What Can Be Learned From How iHeartMedia Flipped 97.3 The Game In Milwaukee

It’s been a week since iHeartMedia began its latest round of cuts in another reduction of force. Layoffs are never easy. From the biggest corporations to the smallest businesses, they affect all involved — and nearly every time, not for the better. When 97.3 The Game in Milwaukee fell victim to the chopping block last week, the same emotions ran high as the radio flagship of the Green Bay Packers signed off in Wisconsin’s largest market.

Make no mistake about it: sports radio brands are expensive to run. The content local sports radio provides isn’t recorded or set to a tune. It’s people, live on the air, connecting with fans through conversation. It’s what iHeartMedia CEO Bob Pittman has long valued in his messaging — live and local companionship on the radio.

That companionship ended Monday at high noon local time, as 97.3 The Game officially flipped its signal from sports talk to adult contemporary. It was a moment that left lessons to be learned for the next time this happens.

There’s no art to a format flip; I’ve been in the building for some. The practice has existed as long as radio itself — switching from talk to music, music to talk, or one music format to another. The moment of the flip always leaves questions and concerns for not only listeners, but also the staff involved.

Again, it’s never easy.

Profits Over Presence

What happened this past week with 97.3 The Game showcased lessons on how to be better for the next time — and without question, there will be a next time.

While I empathize with local markets and the costs of running a live and local sports radio brand, success isn’t impossible. Milwaukee-Racine ranks as the 43rd-largest radio market in the United States, just below Nashville.

“The Music City” has two FM sports stations that both capture a good portion of the target demographics, making the investment worth the cost.

In Milwaukee, 97.3 The Game partnered with the biggest brands in the state — the Green Bay Packers Radio Network and the Wisconsin Badgers. They also competed with, and often beat, their two FM sports radio contemporaries in key demos.

97.3 The Game had media rights, homegrown talent, and nationally recognized personalities driving its success. Yet iHeartMedia did what many radio companies have done recently — switching from a format that costs money to one that doesn’t (at least not as much), while still raking in profits.

Many sports and talk radio stations have been through this exercise before.

What To Learn From

The real lessons come from how messaging is handled with talent. When iHeart began its cuts, live shows still had to air. As reports surfaced about layoffs and an impending format flip, on-air talent was left blindsided and uncertain.

The timing couldn’t have been worse. The Milwaukee Brewers were preparing for their first NLCS appearance since 2018, and the Green Bay Packers were gearing up for a weekend matchup. There’s always pressure to perform when the stakes are high and the stories are big — but adding confusion inside your own building only compounds it.

To their credit, the staff at 97.3 The Game stayed focused on the air, even as colleagues were being let go and plans were shifting behind the scenes.

While hindsight is 20/20, leaving your talent in limbo is never a good practice.

Could management have switched to syndication for the afternoon to inform staff internally about the changes? Of course — and that would have been the better play. Instead, they left their people to face the firing squad with their own well-being still unknown.

The following day, during a new lineup rollout, the morning show opened by telling listeners their program would air “for the foreseeable future” and “as long as we can” in the new time slot. Is that a sign of strong leadership, or evidence that the message never came across properly?

Strong leadership is shown when management empowers staff to guide listeners through transitions. The staff of 97.3 The Game — from the time cuts were made last week through noon Monday — were left in limbo about their futures and the future of the station.

That’s not strong leadership, and it’s a moment managers across the industry can learn from.

Playing The Game

The “why” behind the flip is clear. iHeartMedia saw an opportunity to cut costs and move into a format being vacated in the market with the sale of B93.3 by the Milwaukee Radio Alliance. Save money on talent, reduce expenses, and chase revenue with a cheaper format. Playing music is cheaper than talking Packers.

But the execution was clumsy, flawed, and unfortunate. It left staff and listeners in the dark and created a poor representation of iHeartMedia as a Green Bay Packers partner. Fans will eventually find the broadcasts on a new signal within the iHeart umbrella, but longtime listeners will have to find another home.

There’s no art to a format flip, but the rule of thumb has always been to limit your change. Too much change risks losing listeners you may never get back. It’s a gamble for iHeartMedia in Milwaukee to make such sweeping moves — dumping sports talk, flipping to AC, and shifting the Packers and Badgers broadcasts elsewhere.

The example of what happened to 97.3 The Game in Milwaukee was less a Picasso and more a finger painting — one the industry should study closely and learn from.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How CNN, Fox News, ABC News, And Others Covered the Peace Deal in Gaza

Lauren Ashburn
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How CNN, Fox News, ABC News, And Others Covered the Peace Deal in Gaza

The historic Gaza ceasefire deal brought kudos from virtually all media anchors and correspondents from networks like CNN, Fox News, and ABC News covering it — with crucial caveats. These words echoed across the media landscape: “Emotional,” “incredible,” “historic,” and even “miraculous.”

President Trump took notice, singling out Fox News’ Trey Yingst, who scored the only one-on-one interview with him in Israel. “I watched your coverage, and I really appreciate it. You are a real professional.”

“This is an incredible day for the world, let alone the Middle East. So I just wanted to thank the media. They really treated it with respect.” He praised “everybody” in “fake news,” saying “it was so pleasant to watch.”

And he was right.

For the first time, Trump dominated the public stage with praise from almost all facets of the media. It was a welcome change from the constant barrage of criticism bashing the administration and its policies, not to mention corrosive personal attacks against Trump. But the press also raised uncomfortable questions after praising the deal. Hardly anyone failed to acknowledge what was a monumental deal first before turning to these legitimate points.

Israeli videos of some of the 20 freed hostages falling into the arms of loved ones brought tears to my eyes and became a constant staple of television coverage. Praise for the dealmaker who brokered their release poured in.

Even those from The View, which has been relentlessly critical of the president, weighed in.

Co-host Whoopi Goldberg didn’t praise Trump directly but acknowledged the positives of the deal. “The winners are now all the families.”

The lone Republican, co-host and onetime Mike Pence aide Alyssa Farah Griffin, applauded Trump and those involved. “I think everyone should be able to celebrate it. And listen, whether you like Trump or not, I think he, Steve Witkoff, and I think Jared Kushner do deserve credit for this deal.”

MSNBC’s Jon Meacham, a historian who quietly served as a speechwriter for President Biden, praised the broker-in-chief for the release of the hostages. “It’s a terrific day for President Trump, for our national interests,” Meacham said on MSNBC’s Morning Joe.

Also on MSNBC, Richard Stengel, a State Department official under Barack Obama, criticized Trump’s style of negotiation, saying he says the “hell with the details,” and his strategy is to “wildly overpromise and force people to deliver.” He added that “we saw a lot of showbiz,” cautioning that next steps will be “behind-the-scenes hard work.”

CNN’s Wolf Blitzer noted there are still “lots of questions” remaining, especially around what comes after Phase 1 of the agreement. He also treated the optimistic tone of Trump’s remarks with caution.

On Fox News, Bret Baier praised the president, saying that “his version of peace through strength” had worked. Martha MacCallum said it was impossible for people to believe that “President Biden could pull this off.”

Prominent Democrats gave credit where credit was due. On CBS News, Hillary Clinton, who famously lost to Trump, not only praised the deal but lauded what will come next. “I really commend President Trump and his administration—as well as Arab leaders in the region—for making the commitment to the 20-point plan and seeing a path forward for what’s often called the day after.”

Former President Bill Clinton praised Trump and his administration, saying they deserve “great credit” for the ceasefire and for “keeping everyone engaged until the agreement was reached.”

So did Pennsylvania Senator John Fetterman, who posted: “Credit to @POTUS for a breakthrough ceasefire of this awful war.” Other politicians, such as Democratic representatives Jared Moskowitz of Florida and Don Davis of North Carolina, followed suit.

Not every politician praised the president. On Chris Hayes’ MSNBC show, California’s Rep. Ro Khanna said, “I mean, I really don’t care, frankly, whether Trump gets credit, whether we get credit.”

While the media portrayal included widespread relief and praise for what has been achieved so far, questions on all the networks addressed deeper issues like statehood, governance, financial aid, and what the disarmament of Hamas looks like. What’s more, doubts surfaced about whether it will happen at all. Those are valid points that deserve intense scrutiny in the weeks and months to come.

President Trump didn’t address the future, saying, “The first steps to peace are always the hardest.” He believes this deal marks the end of conflict in the Middle East. “It will soon be a truly magnificent region.”

The terrorist group Hamas attacked Israel two years ago in a massacre that killed 1,200 people and took more than 200 hostages. In retaliation, Israel has killed more than 67,000 Palestinians. There’s a reason why the media are framing the last couple of days as “bittersweet” and questioning whether this moment was simply a symbolic, temporary milestone.

I’m one of the skeptics, although I wish I wasn’t. In 1998, I covered the Wye River summit in Maryland between Benjamin Netanyahu and PLO Chairman Yasser Arafat. An interim agreement was signed to stop fighting. Four years earlier, Palestinians had bombed and killed hundreds of Israelis. This, sadly, has been the bloody history of the region.

More than a dozen U.S.-based journalists were sent to Jerusalem or Tel Aviv for wall-to-wall coverage Sunday evening into Monday, including ABC’s David Muir, CBS’ Tony Dokoupil, CNN’s Blitzer and Kaitlan Collins, and NBC’s Tom Llamas. By mid-afternoon, coverage started to include other stories, including National Guard deployments, the government shutdown, and the January 6th insurrection.

CNN’s Christiane Amanpour felt compelled to apologize for her insensitive comments about Israeli hostages who were “probably being treated better than the average Gazan” after a major backlash.

It’s audacious and risky to declare peace, especially because previous efforts eventually fell apart. This will be a long road. In six months or a year, Trump’s accomplishments, as important as they are, may look very different.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

How Levi May Led 102.3 KRMG in Tulsa to Another Two Marconi Radio Award Nominations in 2025

Garrett Searight
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How Levi May Led 102.3 KRMG in Tulsa to Another Two Marconi Radio Award Nominations in 2025

If you look at the list of Marconi Radio Award nominations, you’ll see few stations garnering multiple nominations. But 102.3 KRMG in Tulsa — led by Director of Branding and Programming Levi May — earned two nods in separate categories.

102.3 KRMG is one of five finalists for the Medium Market Station of the Year award, going up against other news/talk stations like KBOI-AM (Boise), WTIB (Greenville, NC), and WBEN-AM (Buffalo.

Skyler Cooper, the afternoon news anchor for the brand, is also a finalist for Medium Market Personality of the Year.

When asked what emotions he felt when finding out about the nominations, Levi May couldn’t have been more excited.

“It’s just exhilarating, because your team worked so hard, day in and day out, around the clock, severe weather, breaking news, and traffic incidents,” he shared. “We go out at night and on weekends. So to be recognized as one of the nation’s best in whatever category, every single station should be extremely proud to be one of the top five in any of the categories that they are nominated for.”

He shared he was particularly excited about the nomination for Cooper, whose father, Bob, was a Tulsa radio legend, helping launch K95.5 in the city.

“I am extremely excited for him. This is his first nomination. You can go your entire career and never even be nominated for one, let alone win one,” May said. “He’s been a part of our team for 14 years. And to be nominated for a personality award, as his counterpart, Dan Potter has won two himself — our morning host for the KRMG Morning News is — I’m just extremely proud of him.”

The news/talk brand has won both the Medium Market Station of the Year and News/Talk Station of the Year in the past. May joked that it’s hard to pick which one is more impressive.

“In news/talk, when we were able to take that award home in 2022 as the news talk station of the year, that is our format. That’s what we specialize in, and with that there’s no market size,” he said. “So we beat out markets that are size number two in Los Angeles, all the way down to Tulsa, which we’re market number 63. It does not matter what the market size is. It’s just how good you are at doing your unique skill set.

“So that, in itself, is an accomplishment, which we’re very proud of, because that’s the format that we specialize in. But when you say there’s no format with a medium market station of the year nomination, that’s all formats,” he continued. “I can’t really put one above the other.”

Marconi Radio Award nominations are hard to come by. But the reason 102.3 KRMG keeps securing nominations is because of the team chemistry built by the brand, May believes.

“We’re all very different, and what we like to do in our personal lives, but we all have a commonality, and that is to serve the Tulsa community,” he stated. “It doesn’t matter what our target demographic is. It doesn’t matter what is happening in the community. We like to focus on Tulsa and what really matters to us here, what affects us in our daily lives, and we are able to translate that to our audience. And we’re very candid about it. We’re very open about it. We interact with our audience quite frequently.

“We want feedback from our audience, because we don’t know how to get better if we don’t listen to them,” May added. “We do our market research, and that’s always been our North Star. So it’s things of that nature that we like to really just dig our heels into and really focus on where we work, where we live, and where we play.”

May also said he believes that programming strategy transcends market size.

“If you focus on your local community, those are the folks that really matter. And even when we have our syndicated host, we build great relationships with them at KRMG. We will bring them in on market visits, and love our audience to interact with them. We want to show off Tulsa,” May said, calling the Oklahoma city a “hidden gem.”

Earlier this year, Cox Media Group sold 102.3 KRMG — and its three other stations in the market — to a local ownership group led by optometrist Dr. Robert Zoellner.

May, who worked for Cox Media Group for 25 years in both Orlando and Tulsa, had nothing but good things to say about the former ownership group.

But local ownership has its perks.

“It’s local radio again, where Tulsa is the crown jewel,” May said. “Our four radio stations are the main focus of this media company. And for anybody out there that might be part of a larger broadcast company that think that local media might be dead, it is far from it. This just shot a surge of excitement into the building, because now, when we need something, we need to talk to somebody, or we need decisions made, we can walk down the hallway and whether it’s a yay or nay, we have a person and the decision makers right here.

“It’s very different from the corporate structure,” he continued. “We can pivot, we can be nimble, and we can put the focus right here in our community. That’s what’s really exciting, to be able to grow that from the ground up … I could open my door right now, yell down the hallway, and have decisions made. I really like that. I like that aspect of local ownership.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

TikTok Has Always Been a News/Talk Radio Platform: 3 Ways to Utilize the App For Increase Relevance

Garrett Searight
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TikTok Has Always Been a News/Talk Radio Platform: 3 Ways to Utilize the App For Increase Relevance

TikTok is no longer just a dance or lip-sync app for teenagers. It has grown into a major social media platform where news, commentary, and opinion-driven content thrive.

For news/talk radio, TikTok presents an opportunity that’s both familiar and exciting. The format, when approached strategically, can extend a host’s voice beyond the airwaves and directly into the daily lives of millions.

Let’s break down three ways radio content can flourish on the platform, and how they should be second nature to experienced news/talk radio hosts and programmers.

TikTok Stitches Are Right From the Cut Sheet

A TikTok “stitch” is a video format that allows users to take a portion of someone else’s clip — usually 5 to 20 seconds — and attach their own commentary immediately after.

Essentially, it’s an SOT, cut, actuality, or whatever terminology you’d like to use, followed by a host’s response. If that sounds familiar, it should. News/talk radio hosts have been doing this for decades. You play the sound bite, whether it’s a politician’s statement, a viral soundbite, or breaking news, and then you add your reaction or analysis.

The concept is identical on TikTok.

What makes stitches particularly powerful is their viral potential. A host can respond to trending content while showcasing expertise, personality, and timing. And because the platform promotes content based on engagement rather than follower count, a smart stitch can reach far beyond a host’s existing audience.

It’s exactly what radio has always done: use someone else’s words to set up a compelling take, only now the reach can be exponentially larger.

Replies Are the Same Thing as Calls, Texts, or Emails

Another TikTok feature that translates seamlessly for news/talk radio is the reply video.

Users can respond to comments on their videos with a new clip that includes the original comment on screen. Think of it as the digital equivalent of a listener call or text.

In radio, audience interaction drives engagement and loyalty. On TikTok, replies serve the same function.

Hosts can ask questions in their clips, post provocative statements, and then reply to interesting or challenging comments. Each reply is a mini-segment that showcases a host’s personality and viewpoint. It’s interactive content at its finest, and it mirrors the one-on-one dynamic that makes radio feel personal.

For stations and hosts hesitant about jumping into social media, reply videos are a perfect bridge: they replicate the core mechanics of listener engagement, just in a visual, shareable format.

Opinion-Based Monologues

Finally, let’s talk about opinion-based monologues.

TikTok thrives on strong opinions. Whether someone is debating which restaurant has the better bread — the rolls at Texas Roadhouse or the cheddar bay biscuits at Red Lobster — or arguing about local politics, passionate takes generate engagement.

For news/talk radio, opinion is the lifeblood of the format. Hosts have a bountiful harvest of content built on perspective, analysis, and reaction.

The key is condensing those opinions into short, punchy videos that feel conversational rather than scripted. TikTok’s algorithm rewards authentic passion, not polished perfection. A 45-second monologue reacting to a current event or local controversy can outperform hours of carefully produced content elsewhere.

Radio has always excelled at connecting with listeners through voice, tone, and timing. TikTok simply adds a visual dimension and multiplies the possible audience.

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TikTok’s future in the U.S. is now stable after recent developments and deals put together by the Trump administration. 20% of U.S. adults already report routinely getting news from the platform — a number higher than the Elon Musk-owned X — that is poised to grow.

For news/talk radio brands, the timing couldn’t be better to invest in TikTok as an extension of the show. Whether through stitches, reply videos, or opinion-driven monologues, hosts can translate the core principles of the radio format into a modern, digital-first medium.

The advantages are clear: reach younger audiences, showcase personality, and turn air talent into multiplatform content creators without sacrificing the core of what makes radio powerful. TikTok is not a replacement for the AM or FM dial — it’s an amplifier.

For hosts willing to adapt, it offers a chance to expand influence, build new engagement, and even attract fresh listeners who might have never tuned in otherwise.

Radio has always been about connecting people with ideas, opinions, and conversations. TikTok simply provides a new avenue to do exactly that, just more interactive than ever before.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Sunday Night Football Lions-Chiefs Clash Delivers Record-Breaking Audience for NBC Sports

BSM Staff
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Sunday Night Football Lions-Chiefs Clash Delivers Record-Breaking Audience for NBC Sports

Two seasons after the Detroit Lions narrowly defeated the defending champion Kansas City Chiefs in the NFL Kickoff Game, the teams delivered another tight contest that kept viewers on edge well into the fourth quarter. Sunday Night Football’s contest between the Detroit pulled to within three points of Kansas City with 46 seconds remaining, but Patrick Mahomes and the Chiefs held on for a 30-17 victory, captivating audiences across NBC and Peacock.

The matchup drew 27.3 million viewers, making it the fourth Sunday Night Football game in 2025 to exceed 25 million viewers. The figure marks the most games with 25 million viewers through Week 6 in the history of NBC SNF, equaling the entire 2024 season’s total, according to Nielsen Big Data + Panel and Adobe Analytics.

The Lions-Chiefs game also ranks as the second-most-watched October game in NBC SNF history. Only Tom Brady’s return to New England in 2021, when he led the Tampa Bay Buccaneers to a 19-17 win over the Patriots, drew a larger audience of 28.4 million. Andrew Luck’s Colts, which defeated Peyton Manning’s Broncos 39-33 in 2013, rounds out the top three with 26.9 million viewers.

The audience for Sunday’s game peaked at 30.6 million during the second quarter, from 9:15 to 9:30 p.m. ET, as the teams traded the lead in a high-stakes showdown between the prior season’s top playoff seeds from each conference.

Through Week 6, NBC’s Sunday Night Football is averaging 25.2 million viewers across its linear and streaming platforms. This marks the strongest six-week start in the 20-season history of the broadcast and an 11% increase over the same period in 2024.

Streaming numbers also hit new heights. SNF is off to its best six-week digital start ever, averaging 3.0 million viewers across Peacock, NBC Sports Digital, and NFL Digital platforms, up 10% from last season, according to Adobe Analytics.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

FOX Sports MLB Division Series Highest Viewership On Any Network Since 2015

BSM Staff
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FOX Sports MLB Division Series Highest Viewership On Any Network Since 2015

The Seattle Mariners’ dramatic 15-inning victory over the Detroit Tigers in Game 5 of the American League Division Series drew massive audiences across FOX Sports networks, marking one of the most-watched LDS games in over a decade.

According to Nielsen data, 8,723,000 viewers tuned in across FOX, FOX Deportes, and FOX Sports streaming services for the marathon matchup. On FOX alone, the game averaged 8,590,000 viewers, making it the most-watched LDS game since Detroit eliminated New York in Game 5 of the 2011 LDS, which drew 9,723,000 viewers.

It also marked FOX’s best Friday night audience since Game 1 of the 2024 World Series, which attracted 14,306,000 viewers.

The Mariners’ win was a milestone not only on the field but also in the broadcast ratings. Across FOX, FS1, and FS2, 4,146,000 viewers watched the 2025 ALDS. This total represents the most-watched LDS across the FOX/FS1 platforms since FS1 began televising postseason baseball in 2014. Additionally, it is the largest LDS audience on any network since the 2015 National League Division Series between Chicago-St. Louis and New York-Los Angeles.

Compared with previous years, the 2025 ALDS performance shows significant growth.

Viewership is up 37% from last year’s ALDS, which averaged 3,017,000 viewers over nine games, and up 65% from the 2023 ALDS, which averaged 2,510,000 viewers over seven games. The jump reflects both heightened interest in the Mariners’ postseason run and broader engagement with baseball across streaming and traditional broadcast platforms.

The ratings success also underscores FOX’s growing presence in postseason baseball coverage. By combining traditional broadcasts with digital streaming options, the network has created multiple touchpoints for fans to engage with marquee matchups.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Colorado Rockies Radio Announcer Jerry Schemmel Laid off by iHeartMedia

BSM Staff
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Colorado Rockies Radio Announcer Jerry Schemmel Laid off by iHeartMedia

Jerry Schemmel, the longtime radio voice of the Colorado Rockies on KOA, was laid off by iHeartRadio on Tuesday, marking the second time in six years the veteran announcer has lost his role with the team.

Schemmel, 65, told the Denver Post he was “not completely shocked” by the news, acknowledging widespread layoffs at iHeartMedia’s Denver operations. Still, he admitted being “a little surprised,” noting he was earning just a fraction of the salary he had when first let go.

“I was making only 25% of the salary I was making when they let me go the first time,” Schemmel said. “It seems incredibly unfair. I gave my heart and soul to those broadcasts and felt like I was completely prepared every night, and hopefully sounded OK.”

Dave Tepper, KOA’s program director has not returned comment to Barrett Media.

Schemmel and longtime broadcast partner Jack Corrigan have called Rockies games on KOA Radio, the team’s flagship station, for a combined 14 years. Schemmel first joined the Rockies broadcast team in 2010, calling games for 10 seasons before being laid off in January 2020 during a nationwide wave of iHeartMedia cuts.

In April 2022, he returned to the radio booth, replacing Mike Rice and reuniting with Corrigan.

Schemmel’s career spans nearly three decades in Colorado sports. In addition to his tenure with the Rockies, he spent 18 seasons as the radio play-by-play voice for the Denver Nuggets. He also called football and basketball for Colorado State and Northern Colorado, becoming a familiar voice across the state’s sports landscape.

Despite the setback, Schemmel said he intends to continue moving forward, drawing on the lessons he shares in his motivational speaking.

“Life is unfair,” he said to the Denver Post. “It’s unfair for the others who got laid off, both in Denver and across the country. Like I tell people in my motivational speaking, ‘When you get knocked down, you gotta get back up.’ Which I will do.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

KKLZ Las Vegas Morning Host Mike O’Brian Retiring After Nearly 4 Decades On-Air

BMM Staff
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KKLZ Las Vegas Morning Host Mike O’Brian Retiring After Nearly 4 Decades On-Air

Las Vegas radio will soon say goodbye to one of its most enduring and beloved voices. Longtime 96.3 KKLZ-FM morning host Mike O’Brian is retiring at the end of October.

O’Brian, best known as half of the legendary Mike & Carla Morning Show, has been a fixture in Southern Nevada mornings since the early 1990s. His sharp wit, easygoing humor, and genuine connection with listeners have made him a trusted part of daily routines across the Valley, and a benchmark for local radio excellence.

KKLZ will honor O’Brian’s remarkable run throughout the month of October. The radio station is planning on-air tributes, guest appearances, and listener memories leading up to his final show on Friday, October 31st.

Earlier this year, the Nevada Broadcasters Association recognized O’Brian with its Southern Nevada Lifetime Achievement Award, celebrating his decades of service and entertainment that helped define Las Vegas radio for generations.

“Mike is one of those rare broadcasters who truly becomes part of people’s lives,” said Justin Chase, Chief Content Officer for Beasley Media Group. “For nearly 40 years, he’s been the voice Las Vegas wakes up to — making us laugh, think, and feel connected.”

Beyond his on-air success, O’Brian has long been active in the community, lending his platform to countless local causes and charity events that reflect his deep roots in the city he calls home.

Reflecting on his career, O’Brian said, “Hosting this show has been the honor of a lifetime. I’m humbled by the recognition and deeply grateful for the memories.”

His co-host Carla Rea added, “Working with Mike has been the highlight of my career. He’s more than a co-host — he’s family, and his impact will be felt for years to come.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

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