Peter Tripi

If there's a growth industry in radio, it has to be syndication. As SVP/Affiliate Relations/Talk and Morning Shows for Premiere Networks, Peter Tripi oversees the relationships between dozens of programs and thousands of affiliate stations. Succeeding in such a competitive environment is no easy task, yet Tripi has helped foster win-win situations for all parties. Here's how he does it.

What made you decide to get into this particular field?

I was inspired by the great talent I heard growing up in Brooklyn, NY, from Harry Harrison, Ron Lundy and Scott Muni to Howard Stern and the legendary Frankie Crocker. I can remember listening to Jean Shepherd tell stories on WOR-A as a young child. The magic of radio/theater-of-the-mind made me want to be part of this business from early on.

How many affiliates do you currently oversee - and is there room for more?

I literally oversee thousands of affiliates across different formats and dayparts -- and yes, there is always room for more!

How much input do you have when it comes to getting particular dayparts for your shows?

The dayparts are based on the overall purpose of the show. In other words, who are we trying to reach? Another key component is the sales configuration, since national programming is also sold as part of targeted networks that include other shows. While there is some leeway depending on the program, we do our best to maintain the integrity of programming and networks.

Besides generating good ratings, what are the other keys to maintaining positive relations with an affiliate?

You have to go above and beyond, and provide tools and services that enable our partners to succeed. That can include localized TV commercials for our major talent such as Elvis Duran, Bobby Bones and Steve Harvey, among others; qualitative sales materials; daily promo audio and customized liners; and video ads that can be used for TV and online campaigns. We aim to provide engagement with talent and affiliates wherever possible.

Is there some sort of "favored nation" status for iHeart stations when another radio group station in the same market wants the show?

Premiere is fortunate to have forged solid relationships with all our partners including iHeartMedia, and our goal is to find the best possible home for our programs in as many places as possible, regardless of station ownership. That said, when we're launching a show with an iHeartMedia talent, iHeartMedia stations may have the first opportunity to secure the program for a limited time from launch. That same courtesy exists for any of our radio partners.

Are there bidding wars for especially popular shows these days?

There is always interest from various parties for top-performing programs. We partner with broadcasters in an honest and upfront manner, and don't engage in game playing. We don't succeed unless our affiliates succeed; it's a mutually-beneficial relationship that keeps the affiliation process pretty straightforward. The goal is to find the best home for our programs so everyone wins.

When two stations in the same market want the same show, do you do anything to mollify those that don't get the show?

The decision to place programming on one particular station is complex and typically specific to individual market dynamics. There are no cookie-cutter solutions, and we try to be as transparent as possible when explaining our decision to move forward with one party over another.

Are the occasions when a station is choosing between two Premiere shows (ie: Elvis Duran and Brooke & Jubal)? If so, how do you handle that?

Great question. Most stations have clear ideas about what they want. They know their audience better than we do, so it's our job to make sure they get the most accurate information about all our programming so they can make an educated decision. We don't play favorites.

Brooke & Jubal are currently heard on Top 40, Hot AC, Rhythmic AC and Country stations. Is it a special challenge to get that kind of diversity for a syndicated show?

The number of shows that can air across a variety of formats is small, but it starts with great content. Brooke & Jubal are a perfect example of that. The show is based in comedy that's steeped in pop culture, and that allows stations to insert their own music to customize the show for their audience. It's the best of both worlds.

How has the polarizing content of some Talk shows impacted potential affiliates and how have you dealt with that?

Talk radio is provocative by nature and the most successful Talk stations embrace that fact. It's an environment that produces the most-engaged listener an advertiser could want, and that's what makes it such a valuable space for brands. Part of our job is making sure stations know how to capitalize on that, and we help by providing tools and resources to help them succeed.

Does the talent have any say in choosing potential affiliates?

While our talent are certainly interested in the growth of their shows, it's been my experience that they'd rather focus on producing a great show, and trust our team to make the day-to-day decisions about specific markets. We do keep our talent informed and share their vision for growth.

Are your affiliate relations impacted when one program on one station in the market is beating another Premiere program in the same market?

It's up to stations to determine their programming lineup, and what they think will resonate best with their audience. Our national shows broadcast on differing signals in markets of various sizes, so we try to focus on the big picture. Our success is based on the overall performance of a particular show in multiple markets, with the goal of reaching as many listeners as possible across the country.

Are you concerned about other syndicated programs a potential affiliate is currently airing, in terms of your product being a good "fit" for that station?

In a perfect world, all programming on a station would tie together, cross-promote, and be of the same high quality and standards. Our most important concern is how well the local market engages with our programming. It takes more effort than plug and play to succeed, particularly for morning shows, which need strong engagement and promotion. That's why we view our affiliates as partners. We work together so everyone succeeds.

Will there ever be a point where there's too much syndicated product on the radio?

I don't buy into the syndicated vs. local argument. Good programming always wins and you can never have enough of it. Competition makes us all better and there will always be great local and national programming in the marketplace. Keep them coming!