http://www.insideradio.com/Article.a...462&spid=32060

Trend to watch: Team-branded HD2s.

Sports rights holders are keen on expanding their footprint with their own
dedicated media platform, an issue that's becoming more prevalent when
negotiating a new deal with broadcast partners. For the Dallas Cowboys and
the Pittsburgh Penguins, that has lead to their own branded 24/7 HD
channels.

KRLD-HD3 bowed in April, drawing from the Cowboys' massive programming vault
of coaches' interviews, pre-and post-game shows and classic games. After a
soft launch September 13, last year's Stanley Cup champions drop the puck on
Pittsburgh Penguins Radio Thursday at 105.9 HD2, side channel to Clear
Channel alternative WXDX. "The programming will be anything but
traditional," Penguins media director Mark Turley says. A six-hour block
of programming will air daily from 9 a.m.-3 p.m, consisting of "Daily
Players' Playlist," a "Penguins Live" talk show, Sirius XM's "NHL Live" and
an hour of Penguins and NHL content. The block will be repeated throughout
the day.

Turley says the Penguins hope to distribute local shows to their roughly
three-dozen affiliate stations and become a syndicator themselves. According
to the Sports Business Journal, the Penguins have signed a half-dozen
advertisers to the channel, including Geico and Qdoba.