Baseball on the Radio, 100 Years Later
This season, for the first time since the Toronto Blue Jays played their inaugural games in 1977, there will not be a dedicated radio broadcast of their games. Instead of a radio team broadcasting the game, the audio from television broadcasts will be simulcast to radio listeners. Rogers, the Canadian telecom giant that owns both the Blue Jays and the networks they are broadcast on, has made assurances that this is merely a safety measure in response to the COVID-19 pandemic. But it is unclear what the plans are for the future of the Blue Jays on the radio. Longtime broadcaster Mike Wilner was laid off this winter, and there has been no replacement announced; even apart from the loss of a Jays radio broadcast, the AM sports radio landscape in Canada has taken significant blows recently, with Bell Media, another telecom giant, unceremoniously taking a number of local stations off the air last month. Should this season prove to Rogers that having a dedicated radio broadcast is an expense not worth carrying into the future, Blue Jays baseball on the radio could prove to be another one of the casualties of the pandemic.
It’s been almost a century since the first major league baseball game was broadcast over the radio: an early-August game between the Pirates and the Phillies in 1921. Despite resistance from both traditional print media and team ownership, the popularity of such broadcasts took off, sparking a conflict that would fundamentally change the revenue structure of major league baseball. In his book Crack of the Bat: A History of Baseball on the Radio, James R. Walker writes about the forces that changed the attitudes of baseball higher-ups towards the broadcasting of baseball on the radio. Declining attendance was at first, and stubbornly, blamed on radio broadcasting, leading team ownership to call for bans on such broadcasts. But with the growing influence and financial power of advertising in broadcasting and the realization that radio was a boon to developing geographically-displaced fandom (especially in the western United States, where many people lived far from a major-league team), fewer and fewer teams held out against the practice.
There was, at the same time, a fundamental shift in what the purpose of such broadcasts was. As Walker writes, the World Series, from 1921 until 1933, was broadcast on the radio — not because it was lucrative to do so, but as a service to the country’s interested public. In 1934, though, commissioner Kenesaw Mountain Landis sold the rights to the World Series broadcast to the Ford Motor Company. Within a few years, a federal judge would hand down a decision naming baseball broadcasts on the radio as the property of the teams involved, and New York, the last holdout of broadcast bans, embraced this new revenue stream. Read the rest of this entry »