SBD/Issue 244/Sports Media

Cards Move MLB Radio Broadcasts Back To KMOX-AM From Rival KTRS

Cardinals Open To Selling Stake In KTRS Now
That Games Will Return To Longtime Home KMOX

MLB Cardinals officials yesterday announced that the club's radio broadcasts will return to KMOX-AM next season after five years with KTRS-AM, according to Dan Caesar of the ST. LOUIS POST-DISPATCH. Sources indicated that the deal to return to KMOX is for five years and is "believed to include a small rights fee, in comparison to the $4.7 million annually the station had offered in 2005." The club will also now have rights to sell their own advertising on KMOX. Cardinals President Bill DeWitt III said "fans' sentiments and feedback" were factors in the decision. He noted other items that "came into play included financial considerations and cross-promotion opportunities with CBS radio's other local stations." Caesar notes the team "rocked much of its fan base in 2005 by leaving its home of 51 seasons in favor of KTRS by purchasing a 50 percent -- and controlling -- interest in KTRS." That move was "met with discontent from Cardinals fans outside the reach of the team's radio network who were denied free access to the broadcasts they had been receiving on KMOX." While KMOX has "fallen from No. 1 in the market, KTRS never was a challenger with the Cardinals." DeWitt said that the Cardinals are "open to selling their share of KTRS, which they bought for the bargain-basement price" of $2M. DeWitt: "We still own half and intend to be good stewards and good partners with the other owners. If there are offers from them to buy us out, we'd look at that." Mike Shannon and John Rooney are "expected to remain the radio broadcast team" (ST. LOUIS POST-DISPATCH, 9/2).

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