A sidebar to the announcement today (and Friday’s media column, linked here) that the Fox Sports Media Group has signed up a long-term deal with the Ultimate Fighting Championship — 10 events a year will be simulcast on the Fox Sports Radio Network, heard in L.A. on KLAC-AM (570).
Don Martin, the FSR program director, as well as the orchestra leader for all that goes on Burbank-based KLAC, said Thursday that as long as radio continues to seek content that appeals to that 18-to-34 male age demographic, a mixed-martial arts contest on this medium shouldn’t be any different than a fan of the Lakers trying to listen to the game before he gets home to watch it on TV or see it at Staples Center.
“If you’re stuck in traffic during rush hour and the match starts at 6 p.m., you’ll listen,” said Martin.
“We already simulcast the ‘NFL on Fox’ Sunday morning show, and that’s good content. We’re always trying to do something different. Unless you try, you’ll never know.”
Martin said the UFC presence will also involve getting fighters on to the Fox radio shows on the day of their fights.
Fox Sports Radio, operated from the Premiere Radio Networks studios on Ventura Boulevard in Sherman Oaks, has nearly 400 affiliates across the country.