The Moosa Slobodian Network

Good evening The Moosa Slobodian Network Friends,

It was a fantastic conversation with Matt Cundill tonight. We discussed the six radio stations closed by Rogers Sports and Media.

Have a listen using this link: https://open.spotify.com/episode/6gr6KAr7rSVQOM4GWll0aJ?si=1GoB2xRjR2WTnPTJ-uoPvQ

Show Notes:

• Rogers Sports and Media Station Closures: The conversation began by addressing the recent decision by Rogers Sports and Media to close six radio stations. Matt Cundill expressed that while the closures were not surprising given previous industry trends—such as similar actions by Bell and other broadcasters in markets like Winnipeg and London—the loss of the Halifax FM signal was unexpected (00:00:20). Aliasgar Moosa noted the specific timing of the 570 News Kitchener shutdown, and Matt Cundill emphasized that these closures demonstrate a lack of financial viability for many AM properties, which are expensive to operate due to high transmitter and utility costs (00:01:35).
• The Economic Reality of Radio: Matt Cundill argued that stations face significant financial strain, noting that the average quarter-hour listenership for Rogers Sportsnet in Vancouver was only 2,100, a figure lower than the downloads for a single podcast episode (00:03:52). Broadcasters are finding it difficult to maintain profitability, particularly when over-serving markets; for example, Halifax and Edmonton have a surplus of radio licenses, which contributes to an unsustainable business model where cost-cutting leads to repetitive, low-value music programming (00:06:04).
• The Shift to Personality-Driven Radio: Matt Cundill highlighted that listener surveys, such as those from Jacobs Media, indicate that personality-driven content is the primary driver for tuning into radio, especially as music consumption has moved to platforms like Spotify, Apple Music, and YouTube Music. Despite this, radio stations often struggle to justify the long-term investment required to develop and mentor talent, leading them to cut personnel instead of refining their content strategy to emphasize local voices and connections (00:07:51).
• Lack of Video Strategy in Media Houses: A critical issue discussed was the absence of a video strategy in many media organizations, despite YouTube functioning as the world’s second-largest search engine (00:09:51). Matt Cundill and Aliasgar Moosa agreed that media outlets must treat digital platforms as marketing tools to build an audience, rather than viewing them solely through a restrictive return-on-investment lens, especially since modern consumers increasingly seek video content (00:10:42) (00:13:49).
• Industry Innovation Stagnation: Matt Cundill remarked on the persistent lack of innovation within the radio industry, noting that at industry events like the Conclave, leaders have historically struggled to point to any innovative projects undertaken in preceding months. This reluctance to adapt to new technologies and the insistence on traditional metrics have left radio struggling to remain relevant in a landscape that has been significantly disrupted since the late 2000s (00:12:46).
• Generational Consumption Habits: The participants discussed how generational differences impact content consumption, with older listeners preferring legacy podcast apps and younger listeners—particularly Gen Z—favoring YouTube as their primary discovery and consumption platform (00:15:39). This preference for YouTube is driven by the ease of searching for content and the ability to consume audio-video formats on the go, often without needing to be locked into traditional podcast-specific applications (00:16:27).
• Technical Accessibility and RSS Feeds: Matt Cundill emphasized the enduring importance of RSS feeds for content creators, as they provide an independent way to deliver content that is less susceptible to platform censorship than social media accounts (00:18:59). Furthermore, integrating content into services like YouTube Music allows for broader accessibility, which is essential for growth in an environment where listeners expect content to be available on their preferred platforms (00:18:01) (00:19:52).
• The Evolution of Sports Broadcasting: The discussion moved to the changing landscape of sports radio, where independent models like the Barn Burner podcast in Calgary and the Locked On podcast network are disrupting traditional stations by focusing on niche, highly engaged audiences rather than generalist, expensive-to-run broadcasts (00:24:02). Matt Cundill suggested that traditional sports radio often gets too bogged down in technical sports details, whereas listeners are more interested in compelling stories, which these independent networks provide more effectively (00:24:58).
• Corporate Strategy and Vertical Integration: Regarding the continued existence of stations like 680 News and Sportsnet 590 the Fan, Matt Cundill explained that these are part of a corporate vertical integration strategy for companies like Rogers. Because these companies own stakes in professional sports entities, such as Maple Leaf Sports and Entertainment, they utilize these radio stations to sell tickets and promote other corporate products, rather than relying solely on the radio station’s own profitability (00:25:54).
• Institutional and Regulatory Failure: Aliasgar Moosa and Matt Cundill discussed the lack of effective restructuring within the radio industry, noting that the Canadian Association of Broadcasters failed to push for necessary policy reviews with the CRTC over the last several decades. This institutional inaction, combined with the industry’s failure to respond to digital shifts since the advent of services like Napster, has left radio unprepared for modern market realities (00:27:55).
• Corporate Impatience and Brand Building: Matt Cundill argued that corporate shareholders lack the patience required to build media brands, which often takes years to achieve (00:28:59). Instead of focusing on community engagement and talent development, corporations prioritize short-term bottom lines, which leads to the decline of local radio stations that cannot demonstrate immediate, high-margin profitability (00:30:14).
• The Agility of Independent Ownership: Comparing corporate-owned stations to those held by independent owners like White Oaks, Matt Cundill noted that smaller owners are better equipped to pivot quickly and maintain a strong community focus (00:31:55). While these independent stations may face similar overarching industry challenges, they are more successful at audience building and adapting to digital demands, with the potential to eventually expand into larger markets (00:32:54).
• Measuring Success and Syndication Issues: The participants criticized the current rating systems, noting that reliance on paper ballots and limited sample sizes makes it difficult to accurately determine whether a program, such as the syndicated show “Now You Know with Rob Snow,” is truly successful (00:36:43). Matt Cundill noted that it often takes three “books” or ratings periods to assess performance, and that programming decisions are frequently made based on inadequate metrics (00:37:50).
• The Decline of Call-In Segments: Both participants agreed that the traditional call-in segment is increasingly outdated and often detrimental to programming. They suggested that sports casters and talk hosts are shifting away from this format, preferring to present concise, fact-based stories and encourage audience interaction via online platforms, which helps avoid the unpredictability and poor quality often associated with live call-ins (00:39:46).
• Distribution and Platform Accessibility: Matt Cundill stressed the importance of a broadcaster being “everywhere,” meaning stations should be accessible on diverse platforms like the Simple Radio app, TuneIn, and smart speakers (00:41:44). He criticized the arrogance of broadcasters who try to dictate where listeners should go, noting that successful media strategy requires meeting the audience where they are and ensuring the content is searchable and discoverable (00:42:40).
• The Broadening Definition of Podcasts: The conversation concluded with a discussion on how the definition of a “podcast” has evolved over 20 years to encompass various media formats, including YouTube shorts and social media clips (00:49:15). Matt Cundill highlighted the industry’s shift toward video-first podcasting, where creators are increasingly integrating video into platforms like Apple Podcasts and iHeart, even while acknowledging that audio remains a core element of the experience (00:50:08
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