Brandon Spano knew his roster of daily digital sports shows was gaining traction. In 2021, his ALLCITY Network had expanded into Phoenix after launching in Denver two years before, and the programming had viewers engaging for 25 to 30 minutes on average. That’s significant in a time of short attention spans.
Though the shows were only available on YouTube and podcast platforms, they caught the eye of regional sports networks whose industry was beginning to face upheaval. Looking for affordable and quality programming, networks inquired with Spano about airing ALLCITY’s content.
“We clearly thought this was something that could be on TV,” said Spano, the company’s CEO. “That’s when we really started to look at that.”
Last week, ALLCITY affiliates began appearing on free ad-supported streaming TV (FAST) channels, including its Chicago outlet, CHGO. Shows are now available on The Roku Channel, Samsung TV Plus and Xumo Play, as well as Comcast’s Xfinity X1 platform.
Since launching in March 2022, CHGO has carved out a place on the Chicago sports-media landscape with team-specific shows all day and year-round. At first, CHGO’s audience was split almost evenly between YouTube and audio podcast platforms. Since then, YouTube has become the dominant provider for podcasts, putting a greater focus on video presentation.
“From the start, the focus was YouTube and podcasts and creating the top audience for each team in Chicago,” said CHGO general manager Jake Flannigan, who has worked on the digital side of NBC Sports Chicago and Marquee Sports Network. “We achieved that goal a lot faster than any of us expected. All the while, in the background, there was work being done for what would be the FAST channel.”
In searches on Apple Podcasts and YouTube, CHGO shows appear either at the top of team listings or close to it. With the proliferation of FAST channels available on the internet, smart phones and smart TVs, CHGO is looking to tap a new audience.
“For us it’s about meeting fans where they’re at,” Spano said. “We want to distribute this far and wide as possible. We’ve increased our watch times in Philadelphia and Chicago almost immediately between Samsung TV and Roku anywhere from 25% to 50%.”
The allure of FAST channels is that they’re free and accessible. Samsung is the largest TV manufacturer in the world. Anyone with a Samsung smart TV has access to Samsung TV Plus, its free streaming service. The Roku Channel is available on Roku devices and TVs. And both are available via a web browser.
As paid streaming services become more expensive, FAST channels are increasingly providing an alternative, taking viewers back to basic ad-supported TV. But the old-school idea is in line with a modern trend -- people viewing content for free on Instagram, TikTok and other social-media platforms.
Of course, there is an economic element. The more people who see an ad, the more advertisers pay. CHGO splits the revenue with the distributor. It’s similar to YouTube, where content creators with the most engagement make the most money. CHGO also can sell its products to a larger audience.
“We have a membership program, we have merchandise, we have events,” Spano said. “And those are all marketed on these platforms. So the more that we’re able to scale and distribute this, the more people we can get these products in front of. Distribution for us raises all boats.”
And those people don’t have to be in Chicago.
“These are nationwide channels, even though they’re city-specific,” Spano said. “We’re going to be able to address displaced sports fans with a city-specific channel for them. From a search standpoint, if you’re searching Chicago sports on one of these platforms, we’re going to come up.”
The move to FAST has CHGO expanding its studio space. The crew is building a second large set to better accommodate two shows on the same night, such as when the Blackhawks and Bulls play. It will turn its smaller set into an auxiliary social-media studio. The layout of each serves specific purposes.
“The way we’ve designed our sets is to be more accessible,” said Kevin Kaduk, who recently moved from CHGO’s head of content to ALLCITY’s regional content director. “You’re not at a desk in a suit. It’s like you’re in someone’s living room.
“From the beginning, it’s always been a video product. We know, too, that television advertising makes more than radio advertising. Our partners want us to show off their products.”
Spano said ALLCITY is looking to launch in another market next year, likely in the Midwest. He has the backing of a $12 million investment from broadcast company TEGNA that led to the launch of ALLCITY’s Dallas affiliate in August, after Philadelphia came aboard in September 2023. TEGNA also will distribute affiliates in markets where both operate, furthering ALLCITY’s expansion into the FAST lane.
“Once you get on one, then you go to the next one,” Spano said. “We were able to get on Samsung while we were working the Roku deal. We got the Roku deal done, then we were able to go to Comcast and say, ‘Hey, we’re on Roku and Samsung. Is this something you’d be interested in?’ And they put us on the X1 box. Now when we go to Vizio, we can say that, too.”
