Sports-Talk Radio Goes Online for Listeners

Tired of the same old "big four" sports-talk radio banter, four Kentucky sports fans have created an online forum that defies traditional sports-chat conventions.

Broadcasting online since April 2007, Paydirt Sports Talk is a weekly, 60-minute talk show that airs 9-10 p.m. (CST) Wednesdays via Blog Talk Radio, a Web site that provides users with the technology to start their own programs.

The show began simply enough, with three sports fans—Brandon Phillips, Mitchell "The Mitch" Mullis and Derek "Hotel" Hottell—longing for more variety in sports-chat programming. Finally, tired of hearing "the same topic being beat to death by show after show, host after host," Phillips, now 28, was so desperate for more diversity sports talk that he took it upon himself to create Paydirt Sports Talk—never mind that he'd never worked within talk radio before.

After conducting online research, Owensboro, Ky., native Phillips located the Blog Talk Radio site, where he set up shop, so to speak, with the help of sports fans-turned-commentators Mullis, Hottell and Brian "Binno" Thompson, who began as the show's Web designer but quickly became its resident NASCAR expert.

Learning the Internet Radio Ropes

Starting the sports-talk show with no broadcasting background, Phillips said during a Sept. 18 interview, "was much like the first time you go off the high dive as a kid—just close your eyes and do it." But fortuitiously, the Paydirt program, in spite of its creators' inexperience, began to build an audience following, which then led its creators to begin airing the show from its own Web site as well as via Blog Talk.

Clinging to its original format to discuss all things sports-related, especially unconventional sports topics, from competitive eating to chess boxing and all obscure sports in between, Paydirt has a stable of regular call-in listeners these days who help make the show tick.

"We will talk about anything the listeners want to," confirmed Mullis, 17, who is the program's youngest co-host and sports fan. "Sometimes we will get call-ins or e-mails asking the group of a particular one of us a question, and we'll answer those during the show. But listeners' suggestions for show topics are things that have been submitted and used on air in the past, too."

"Anything that we want to talk about is fair game," added Hottell, 25. "Some things, we just avoid them because we have nothing to add to the conversation that hasn't already been said by a million other commentators. ... We are, above all else, a bunch of sports fans. We are arrogant and loudmouths, so we are, of course, going to ridicule any idea we don't agree with, but we still want to hear them."

Who's Listening to Online Radio?

And who precisely is interested in hearing these off-the-cuff, self-proclaimed "loudmouths," ranting and raving weekly via a conference call-created webcast?

"I would think (our audience comprises) sports fans that want views from fans, not just the so-called experts," said Thompson, 35. "Someone looking for the common view and not the politically correct version. I don't think anyone could ever label Paydirt Sports Talk as 'politically correct.'"

Undoubtedly, those who regularly listen to the show are familiar with the sometimes-peppery side observations and "yo' Mamma" jokes that come naturally for the Paydirt crew. But, Thompson said, it's "the program's edge, the true 100 percent honest opinions from die-hard sports fans, not the so-called experts or insiders," that give the show its audience niche.

Sports Talk: 'Everything is Fair Game'

"The hot topic on the show at this time has to be the NFL in general, with the anticipation and excitement of a new season starting and everything," Thompson said. "But again, sometimes the question of what actually defines sports does come into play. ... I believe that by eliminating any topic (from the sports-talk arena), you are pushing listeners away. Just because one of us (on the show) may not want to talk about something a listener suggests doesn't mean all the show's contributors will. My thought is that everything is fair game."

As for demographics, one wonders if there is such a thing as a typical Paydirt fan?

In response, "I have no idea, and I don't think I really care," the now Seattle-based Hottell deadpanned, irreverently. "This may sound bad, but I do the show because it entertains me."

Thompson, however, said that when the program first aired, the Paydirt audience was primarily composed of friends, including those who knew the show's older co-host from their respective college days at Western Kentucky University. Lately, though, it's more difficult to pinpoint who's listening and calling in.

"I’m not sure how many listeners we have now," Thompson observed. "But I believe the number is growing, because I keep getting comments from people that they have been listening."

Satellite Radio: Home, Sweet Home

Although mainstream talk-radio fans are making their way to Paydirt, because of the show's refreshing political incorrectness, it's unlikely the program's co-hosts will transiton to traditional radio anytime soon. After all, corporate sponsors would likely pooh-pooh their irreverance, and besides, by webcasting each week, Paydirt is free of FCC regulations.

"All radio's starting to go satellite, anyway," reasoned Thompson of Paydirt's current medium. "(And) I can see us ever abandoning our Wednesday-night slot, even if a traditional radio service came calling for our services."

According to Bridge Ratings and Research LLC, satellite radio will have more than 35 million users by 2010, and Paydirt's creators/commentators are eager to score those listeners, albeit little by little.

For now, the only thing the online sports-talk show's co-hosts hope to expand is its weekly guest lineups.

"Ideally, we'd like to have someone like (Indiana Colts quarterback) Peyton Manning as a guest, but we'll really have to expand before that can happen. ... And in the meantime," Thompson said, "there are a ton of people that tell me they download the show every week, and when you hear that, it just motivates you to keep going."

To learn more about Paydirt Sports Talk or to access its program archives online, please visit its Web site at www.paydirtsportstalk.com.

Source cited

Radio Market Research Study, 2007, from Bridge Ratings and Research LLC