Talk Sport: An Expert’s View - Despite the name change, Talk Sport still sounds the same

For those regular Talk Radio listeners who were expecting to tune in last Monday to a new Talk Sport station, the chances are they were slightly disappointed.

For those regular Talk Radio listeners who were expecting to tune

in last Monday to a new Talk Sport station, the chances are they were

slightly disappointed.



Despite a pounds 3 million advertising campaign to launch the new-look

station, the reality is that it is not dissimilar to Talk Radio. It’s

not a new station, but it has simply come out of the closet and declared

itself a sports station.



Listeners who regularly wake up with the Big Boys will have noticed that

the breakfast programme is now ’sporting’. This show will take the

excitement out of reading the sports section on the way to work, but for

sports incompetents such as myself, it means I can walk into the office

primed with all the latest news and views and survive another day in

media.



Housewives who looked forward to a good gossip with Anna Raeburn will

now find themselves getting training tips from Gladiators’ Scorpio on

Degsy’s later running morning show.



During the afternoon and into the evening there is yet more chat and

debate about sport (predominantly football), which is analysed from

every angle: phone-ins, interviews and news bulletins.



Quite simply, take the old Talk Radio, remove Anna Raeburn and put more

of a sports slant in the chat during the morning shows and you have the

new Talk Sport.



It’s not Radio 5, but it’s an alternative to it. If you are the type of

bloke who likes watching a football match and then spending the next day

and a half in a pub with your mates talking about it, this is the

station for you.



If you are the type who prefers to listen to Radio 4 and people who

’speak properly’, commentators such as Tom Watt might not be your cup of

tea.



Talk Sport will no doubt continue its battle to win as many sporting

rights as possible and we will see the station evolve. I hope that its

desire to increase live coverage is not at the expense of quality,

because when it covers live sport Talk does it bloody well.



Mike Hope-Milne is head of radio at MediaCom TMB



Owner The Wireless Group

Programme director Antony Bellekom

Previous name Talk Radio

Last Rajar 1.879 million reach

Advertisers include Sports.com, BT, Mazda



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