On The Media

IAN BUSBY, SUN MEDIA

, Last Updated: 10:00 AM ET

Over the past few years, when Prime Time Sports went to an update on radio, the simulcast on Sportsnet often would head to commercials.

After Labour Day, the TV and radio versions will work much the same, as Sportsnet Connected will get rolled into the full two-hour version of the radio program.

When the Fan 590 does its quick hits, Sportsnet's news anchors will come on to deliver the latest updates.

This will only happen on Sportsnet Ontario. The national hour still will be found across the Sportsnet channels at different times.

According to Dave Akande, Sportsnet's vice-president of content, this move has several benefits but the main one is it allows the station more chances at updates starting at 5 p.m. Eastern time.

The new two-hour show is called Connected with Prime Time Sports. "The motivation really is because the day of people sitting waiting patiently for everything to be told to them at 6:30 is fading," Akande said.

"Because of the web, Twitter, what have you, people want the news but also opinion around it. "There are opinion people within the newscast but it's basically just the facts. "Our belief is by putting the two programming formats together, we're in the best position to secure the greatest audience."

Although details have yet to be finalized, there will be 25 to 30 minutes of news and highlights over the two-hour period. Right now, the local hour of Prime Time airs live, while the second hour is often on tape delay in Ontario.

Sportsnet is hoping for a ratings boost for both programs as a combo-pack.

"What we're doing is putting them together and taking the audiences together," Akande said.

Twitter jitters

It seems ESPN is all a-flutter about Twitter, just like the NFL and everyone else under the age of 30. The worldwide leader sent out a memo this week to make it clear to the personalities any Tweets are published material and not to be filed willy-nilly.

The way the story got out of hand is a good example of why Twitter should be taken more seriously. ESPN NBA reporter Ric Bucher sent out a message saying the memo is "prohibiting tweeting info unless it serves ESPN."

When the policy was actually put out in full, though, it was clearly more flexible about letting Bucher and others talk about all of the meaningless details of their lives.

Around the dial

It was nice to have PTI and Around the Horn back from a one-week vacation, but it was frustrating that TSN stayed with coverage of the X-Games on Monday. Viewers were treated to "athletes" trying to jump dirt bikes over a bar.

With the Arena Football League gone for good, ESPN and TSN have secured rights to a different AFL. The Australian Football League will have one live or tape delayed game per week on TSN or TSN2.

Just when you thought TV cameras couldn't catch anything new in golf, Tiger Woods gets falsely blamed for a clear sound of someone passing gas on CBS's coverage of the Buick Open. It appears David Feherty was the culprit. Now that's a real tweet.


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