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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.

Pat McAfee Highlights “Hall of Fame” Sports Radio Rant From Tony Rizzo

BSM Staff
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Pat McAfee Highlights “Hall of Fame” Sports Radio Rant From Tony Rizzo

Pat McAfee, the former NFL punter turned media personality, showcased a fiery local sports radio rant from ESPN Cleveland host Tony Rizzo on his program Tuesday afternoon, praising Rizzo’s unfiltered commentary on Browns defensive end Myles Garrett.

“I’m a very loyal listener to sports radio, but also there is local sports talk that still is given the pulse of the fans,” McAfee said during his broadcast. “They’re still giving the opinions of the fans. They’re still asking the questions that need to be asked. And we have a Hall of Fame moment fresh out of Cleveland by Tony Rizzo, who’s about sick and tired on Myles Garrett, taking $40 million a year and then complaining about the state of the Browns.”

Rizzo, known for his outspoken approach on Cleveland sports, didn’t hold back in his discussion of Garrett’s performance and attitude.

“He’s not a leader. He’s a hired gun here for money, and he wanted to leave your city and your team,” said Rizzo during his rant on his Monday program on ESPN Cleveland. “End of story. Am I wrong?”

Rizzo wasn’t done with his commentary on his displeasure with the Cleveland Browns star defensive end.

“The a** kissing of this guy is insane,” exclaimed Rizzo. “Are you getting the Tony Rizzo show today. Yes, you want Tony Rizzo today, you’re getting Tony Rizzo as if you were at my house.”

McAfee emphasized that Rizzo’s commentary reflects the passion and frustration of local fans who follow the team closely, contrasting it with the more polished coverage often found on national platforms.

“Love the laugh track and standing ovation to himself. I don’t know who’s controlling that, the bald-headed guy asking the questions to Tony Rizzo,” McAfee added. “We’d like to say massive respect to what you guys do, and we appreciate your fanhood and your passion.”

McAfee’s praise underscores the continued relevance of local sports radio, which often allows hosts to speak directly to the concerns and opinions of fans. While national broadcasts tend to maintain a more measured tone, local programming like Rizzo’s can deliver raw, candid reactions to player performance, team management, and fan sentiment.

For McAfee, showcasing Rizzo’s rant wasn’t just about the controversy surrounding Garrett; it was an acknowledgment of the unique energy and connection that local sports media can provide. When the clip was shared on social media, ESPN Cleveland’s staff was quick to share the appreciation for the showcase.

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.

Clay Travis Reportedly Considering Leaving Fox At Year’s End

BNM Staff
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Clay Travis Reportedly Considering Leaving Fox At Year’s End

Clay Travis, one of the most visible media figures and the founder of OutKick, could be headed for a new chapter when his contract with the company expires later this year.

According to a report from Semafor, Travis is considering leaving Fox Corp. — which acquired OutKick in 2021 — to potentially start a new media venture. Travis, who has become a familiar presence on Fox News programs where he blends sports commentary with conservative political perspectives, continues to host The Clay Travis & Buck Sexton Show, a nationally syndicated radio program distributed by Premiere Networks.

His possible exit would mark the end of a four-year chapter under Fox’s corporate umbrella and could signal the beginning of another independent push similar to his early OutKick days.

According to the report, speculation surrounding Travis’ next move intensified earlier this month after he retweeted a post by former collegiate swimmer Riley Gaines, an outspoken critic of trans women competing in women’s sports. Gaines’ message criticized the Murdoch-owned New York Post for referring to her as “anti-trans.” The paper later changed its headline.

The retweet reportedly raised eyebrows inside Fox, where executives took note of Travis’ decision to amplify a critique of a sister publication within the Murdoch portfolio. While the move did not appear to create lasting friction, it underscored the delicate balance Travis maintains between his outspoken public persona and the corporate structure of Fox News Media.

Travis has not commented publicly on the report, and Fox has yet to issue an official statement. However, those familiar with the situation tell Semafor describe the tone of conversations as cordial, with both sides evaluating what the future holds once the current contract cycle ends.

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.

NBC Sports To Air Twenty Big 12 Men’s Basketball Contests Exclusively on Peacock

BSM Staff
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NBC Sports To Air Twenty Big 12 Men’s Basketball Contests Exclusively on Peacock

NBC Sports announced it will stream 20 Big 12 men’s basketball games exclusively on Peacock during the 2025-26 season, adding to the platform’s growing slate of live college sports coverage.

The Big 12 enters the new campaign as one of the nation’s deepest conferences, with six programs ranked in the preseason Associated Press Top 25 — matching a league record and tying for the most of any conference. Houston leads the group at No. 2, followed by BYU (No. 8), Texas Tech (No. 10), Arizona (No. 13), Iowa State (No. 16), and Kansas (No. 19).

Peacock’s Big 12 coverage begins Friday, November 21, when No. 8 BYU hosts No. 24 Wisconsin at 4 p.m. ET in a non-conference showdown between ranked teams. The platform’s early-season slate also features No. 2 Houston hosting Florida State on Saturday, December 8, at 8 p.m. ET from the Toyota Center in Houston. The Cougars, who captured both the Big 12 regular-season and postseason titles last year, will make three exclusive appearances on Peacock, including a road matchup at Baylor on Saturday, January 10, at 1 p.m. ET.

Conference play tips off Saturday, January 3, with a Peacock doubleheader featuring No. 19 Kansas visiting UCF at 2 p.m. ET, followed by No. 13 Arizona traveling to Utah at 4 p.m. ET. Throughout the season, the platform will showcase several marquee matchups, including No. 16 Iowa State at Baylor (Jan. 7), No. 10 Texas Tech at Baylor (Jan. 20), No. 2 Houston hosting Kansas State (Feb. 14), and Kansas visiting Oklahoma State (Feb. 18).

The Big 12’s strong national presence continues after sending seven teams to last season’s NCAA Tournament. Houston advanced to the Final Four for the second time in five years, while Texas Tech, Arizona, and BYU joined the Cougars in the Sweet 16 — marking the first time since 2002 that four Big 12 teams reached that stage. It was also the 11th consecutive year the league earned at least six NCAA bids.

The Big 12’s recent success underscores its status as one of college basketball’s premier conferences. A Big 12 team has reached the Final Four in five of the past seven tournaments, and the league has claimed two of the last five national championships — Baylor in 2021 and Kansas in 2022.

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.

Ryen Russillo: Spotify Feed of Podcast Not Coming With Me to Barstool Sports

BSM Staff
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Ryen Russillo: Spotify Feed of Podcast Not Coming With Me to Barstool Sports

Ryen Russillo is ready for his next chapter. The veteran sports personality announced that his new podcast will debut November 3 in partnership with Barstool Sports, marking a new phase in his media career while keeping the core of his show intact.

Russillo revealed the details on his current platform, noting that the upcoming show will feature a new podcast feed and YouTube channel, encouraging listeners to subscribe ahead of the debut.

“The new podcast starts November 3. We need you to subscribe to this new feed. None of that stuff is coming with me,” Russillo said referencing his podcast will remain property of Spotify, emphasizing that fans will need to make the switch to follow the show’s next iteration.

The new venture will see longtime collaborators Steve Ceruti and Kyle Crichton joining Russillo as part of the transition. Both have worked closely with him in past roles. Helping shape the tone, production, and chemistry that have defined Russillo’s work since his days with ESPN and The Ringer.

Ceruti is a senior podcast manager at The Ringer. He was previously involved in The Bill Simmons Podcast and was a co-host of The Ringer Soccer Show. Crichton also previously produced The Bill Simmons Podcast and is Simmons’ nephew.

Russillo described the move to Barstool as a partnership, one that came together quickly and without complication.

“Dave [Portnoy] and I talked for five minutes. I wanted a partnership at this stage of my career. He was like, no problem. So here we go, off and running,” Russillo said.

The podcast will continue to focus heavily on NBA discussion. Along with the mix of analysis, storytelling, and sharp opinion that has made Russillo one of the more respected voices in sports audio. He noted that additional NBA content will appear on the show’s new YouTube channel in the week leading up to the launch.

While the Barstool partnership signals a fresh start, Russillo assured listeners the format and tone will remain familiar.

“It’s going to basically be the same show,” he said, underlining that fans can expect the same insight and perspective that have built his loyal following over the years.

Russillo’s move adds another established personality to Barstool’s podcast lineup. Continuing the company’s strategy of attracting proven talent with built-in audiences. For Russillo, it’s a chance to take greater ownership of his brand while maintaining creative freedom under a platform that thrives on personality-driven content.

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.

Netflix Inks Deal with Spotify to Bring Podcasts From Bill Simmons, Others to Streaming Service in 2026

BNM Staff
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Netflix Inks Deal with Spotify to Bring Podcasts From Bill Simmons, Others to Streaming Service in 2026

Netflix and Spotify have announced a new partnership to bring some of the digital audio company’s biggest podcasts to the video streaming platform next year.

Many of the podcasts included in the deal are from The Ringer, which was launched by Bill Simmons in 2016 and purchased by Spotify in 2020 for $250 million. The network’s roster features more than 50 programs.

“This partnership marks a new chapter for podcasting,” said Spotify Vice President and Head of Podcasts Roman Wasenmüller. “Together with Netflix, we’re expanding discovery, helping creators reach new audiences and giving fans around the world the chance to experience the stories they love and uncover favorites they never expected. This offers more choice to creators and unlocks a completely new distribution opportunity.”

“With video podcasts on the rise, our partnership with Spotify ensures we bring the full video versions of these top shows to Netflix and Spotify,” added Netflix Vice President of Content Licensing and Programming Strategy Lauren Smith. “From pop culture and lifestyle to true crime and sports, this curated selection of video podcasts adds fresh voices and new perspectives to Netflix, making our entertainment lineup more exciting than ever. This offers more choice to creators and unlocks a completely new distribution opportunity.”

The two companies did not disclose the length of the licensing deal, nor were financial terms shared in the announcement.

Some of the podcasts included in the deal are:

  • Sports: “The Bill Simmons Podcast”
  • “The Zach Lowe Show”
  • “The McShay Show”
  • “Fairway Rollin’”
  • “The Mismatch”
  • “The Ringer F1 Show”
  • “The Ringer Fantasy Football Show”
  • “The Ringer NFL Show”
  • “The Ringer NBA Show”
  • Culture and Lifestyle: “The Rewatchables”
  • “The Big Picture”
  • “The Dave Chang Show”
  • “The Recipe Club”
  • “Dissect”
  • True Crime: “Conspiracy Theories”
  • “Serial Killers”

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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