XM Satellite Radio Helping PGA Tour Radio Network Evolve
The PGA Tour’s partnership with XM Satellite Radio is “waking up a dormant medium and enhancing the fan experience at tournaments,” according to Adam Schupak of GOLFWEEK. For golf radio broadcasts previously, “distribution was the problem.” Advertisers “liked the demographics, but the patchwork of stations [carrying PGA Tour events] lacked the critical mass to merit media buys.” Former PGA Tour Radio GM Jim Pierson said of the alliance with XM, “Now fans can listen to it from [N.Y.] to [L.A.] on one station, and it’s crystal clear. (The Tour) figured it out. Finally.” Schupak notes XM partnered with Florida-based Pure Golf, an independent programming company that “specializes in the creation, production, and sales of original sports and entertainment content for satellite radio,” to produce content. Titleist and Bridgestone are among companies that have advertised on XM’s PGA Tour station, while Buick and Nationwide are “platinum sponsors.” Meanwhile, fans can rent portable XM2go radio units on-site for $10 to listen to play-by-play at tournaments. PGA Tour VP/New Media Paul Johnson said that the number of events that offer rental units will double to 20 this year,” and each event will have 1,000 units available (GOLFWEEK, 4/22 issue).
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