XMSR Golf Channel Gets a Mention in the Wall Street Journal
June 13, 2006Listen to That PuttAn all-golf radio channel? XM plans to make a go of it.
The Wall Street Journal, Monday, June 12, 2006
By SARAH MCBRIDE; Page R4
How's this for niche programming: a golf radio channel.
That's one of the latest offerings of XM Satellite Radio Holdings Inc., which created the channel in partnership with the PGA Tour and Pure Golf Inc., a Ponte Vedra Beach, Fla., company that produces the station's programs. It isn't an obvious sell, to say the least. First, there's the slow pace of golf: How do you keep the attention of fans who are just listening to the game being played? In addition, the channel is expensive to produce, because much of the programming is tournament coverage, which requires multiple announcers and big outlays for travel and remote-broadcasting equipment.
And the only other programming right now is a one-hour talk show that airs live at 8 a.m. Eastern time on weekdays and is then repeated every hour until noon. So for much of the day, people who tune in to the station hear only a voice telling them to return later for programming.
But Washington-based XM -- which acknowledges that the station isn't one of its most popular -- says it can make a go of it. "We believe that one of the most powerful things we have going for us is the ability to take very powerful niche areas and activate them," says Eric Logan, XM's director of programming. He says that XM, by filling a void left by regular radio, is tapping into a particularly passionate category of fan -- the type who may sign up for XM, or remain a subscriber, particularly because of the golf programming. In XM's broad strategy, that lands the station with bedfellows like classical music and bluegrass that also have a strong pull on a small group.
Link to full story
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6/13/2006 09:40:00 AM
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