Dickey Broadcasting and the Atlanta Braves signed a multi-year agreement with Skyview Networks to be its radio network provider. The announcement is also another example of the trend toward regionalization capability in satellite-distributed infrastructure.
Skyview is a sports broadcasting company out of Arizona that provides services for pro and college sports organizations; it also produces and delivers Arizona and California Headline News. It will provide for the Atlanta Braves radio network, which the companies call the largest in Major League Baseball.
The announcement was made by Dickey Operations Manager Jim Mahanay and Skyview President Ken Thiele.
“This technology, coupled with Skyview’s automation and inventory management systems, allows Dickey Broadcasting the ability to localize and regionalize advertiser messaging,” they stated. “It also offers the affiliate network the ability to time shift, store and forward programming and perform copy split-spot insertion.”
Thiele said the new tools should help Dickey and the Braves increase the size of their network and help increase revenue through the ability to localize and regionalize advertising.
In February, Skyview began deploying receivers across the Braves network of 134 affiliates.