Why the Canucks coming back could cause trouble for the Giants

 

The Canucks will be making their return to the ice on April 16th after a long layoff due to positive COVID-19 tests. The return to the ice is a highly debated topic as many are concerned about player health and safety but there is another problem with the team returning that has not been mentioned. The Vancouver Giants, who share a radio partner with the Canucks, will now be forced to broadcast additional games online only rather than through traditional AM radio stations. This is problematic as it leads to less exposure for the team, and fewer avenues for fans to listen to games.

Problems with online streaming

There has been a digital shift lately with the emergence of podcasts and live streaming, but live sports audio playing on AM radio still plays an important part in the success of a team. The Giants need all the exposure they can get as they do not have the corporate backing and promotion the Canucks have. Pushing the off live radio and onto streaming-only reduces exposure for the team and can hurt the brand in the long run.

While most have access the online streaming and it does make it easier for fans to listen who may not own a traditional radio, There are however fans who rely upon the AM dial due to the inability to stream. This could be people who do not own large data plans, those who work late night shifts where internet streaming is unavailable or people driving and wanting to listen to the game. By pushing the team to broadcast more through these online platforms, a portion of the fanbase is denied access. In amateur sports, you want as many people tuned in as possible so that you can broadcast to a large audience. The Canucks coming back is going to limit some Giants fans to a point where they may not be able to listen to certain games this season.

A potential solution

In the past, we have seen secondary stations take over broadcasting duties when scheduling conflicts arise. In Vancouver, 1040 AM and 1410 AM would air separate events if the scheduling would conflict. This meant that if the Vancouver Whitecaps and BC Lions both started at 7 pm, they could ensure fans heard both games on the AM dial.

In Vancouver, the broadcast partner belongs to 650 AM. The channel does have a sister station at 1130 AM as well as additional FM stations. The Whitecaps will be using this model as games will broadcast on 730 AM with additional programming outside of game time ok 1130 AM. Spreading the rights out across sister stations is a great way to ensure the Giants product is heard on radio and allows the fans who need radio to hear play by play to still get their live game experience.

A crowded market

With the Canucks and now Whitecaps returning, the Giants need to have games broadcast to compete for market share. With now even fewer games than originally scheduled on live radio due to the Canucks return, it could spell trouble for the Giants when it comes to ensuring the entire fan base has access to the game. The Giants have a great following full of dedicated fans. They need to find a way to have games broadcasted on live radio. This will help expand their brand and ensure fans have access to every game.