TSN launches its attack on sports radio

When TSN Radio 1050 emerges from the corporate womb at 5:30 a.m. on Wednesday, its parents are promising the same formula that has propelled it to the top of the specialty channel ratings — information and entertainment — with a twist.“It’s TSN letting its hair down,” says network production head Mark Milliere. But it will take a lot to even make a dent in the afternoon drive lead of Sportsnet Radio FAN 590 kingpin Bob McCown. And it will take more than the high-energy antics of Mike Richards to dominate the morning drive slot. While TSN Radio will be less conservative than its TV counterpart, the bosses know that its strength will be the powerful television presence and lure of frequent appearances by its star announcers and experts.“We want our brand everywhere,” says Milliere. “We’re dominant in TV, we’re dominant in web . . . We think that can be a template for us.”