What's Happening?
Sportscasters Charissa Thompson and Erin Andrews are moving their podcast, 'Calm Down with Erin and Charissa,' to The Volume, a media network founded by Colin Cowherd. The podcast, which began in February 2021 with iHeartMedia, focuses on their professional
and personal lives and a variety of other topics. The Volume will now manage the podcast's ad sales, production, and distribution. This move aims to expand The Volume's reach, particularly to female listeners. Both Thompson and Andrews expressed enthusiasm for joining Cowherd's network, highlighting the collaborative environment and the opportunity to grow their show with a supportive team. Cowherd also shared his excitement, emphasizing the intelligence and talent of Andrews and Thompson and their potential to broaden The Volume's audience.
Why It's Important?
This development signifies a strategic move within the sports media landscape, as established personalities like Charissa Thompson and Erin Andrews leverage their brand to expand their digital footprint. For The Volume, acquiring a popular podcast hosted by two recognizable figures in sports and entertainment is a significant step in diversifying its content and audience. By specifically targeting female listeners, The Volume is tapping into a demographic that may be underserved in traditional sports podcasting. This could lead to increased listenership and advertising revenue for the network. For Thompson and Andrews, the partnership with The Volume offers enhanced production and distribution capabilities, potentially allowing them to reach a wider audience and further monetize their content. The collaboration also reinforces the growing trend of sports personalities creating their own media ventures and podcasts, offering more intimate and personal content beyond their on-air roles.
What's Next?
The 'Calm Down with Erin and Charissa' podcast will continue under The Volume's umbrella, with the network handling its ad sales, production, and distribution. This transition is expected to lead to increased outreach and potentially a broader audience for the podcast, particularly among female sports fans. The Volume, under Colin Cowherd's leadership, is likely to continue its strategy of acquiring and developing podcasts with prominent sports and entertainment figures to expand its content offerings and market share. Listeners can anticipate the same blend of professional and personal discussions from Thompson and Andrews, now supported by The Volume's resources. The success of this move could also influence other sports media personalities to explore similar partnerships with growing podcast networks.
Beyond the Headlines
The shift of 'Calm Down with Erin and Charissa' to The Volume highlights a broader trend in media where established personalities are gaining more control over their content and distribution. This move reflects the increasing power of individual brands in the digital age, allowing hosts to connect directly with their audience outside of traditional broadcast channels. It also underscores the evolving business model of media companies, which are increasingly investing in podcasting as a key platform for audience engagement and revenue generation. The emphasis on attracting female listeners also points to a growing recognition of the diverse demographics within sports fandom, moving beyond traditional male-dominated narratives. This could lead to more inclusive content and a wider range of voices in sports media, ultimately enriching the overall landscape.
