Syndication isn’t just for the biggest media companies anymore.
Regional broadcasters are proving they can build successful brands that travel, too.
Dick Broadcasting has expanded its “Jared & Katie” morning show into a fourth market, adding the program to Bob 93.3 (WERO) serving Eastern North Carolina. The move replaces the station’s previous syndicated morning offering and further extends the reach of a show that originated on 107.5 WKZL in Greensboro.
With the addition of WERO, the program is now heard across all four of Dick Broadcasting’s CHR clusters, including stations in Greensboro, Myrtle Beach, Savannah, and now Greenville/New Bern, giving the company a unified morning presence across multiple southeastern markets.
Hosted by Jared Pike and Katie Tesh, the show has steadily expanded beyond its Triad home, growing from a successful local morning program into one of the company’s signature content brands.
Here’s the alternative perspective.
This isn’t simply another syndicated morning show.
It’s an example of vertical integration inside a regional radio company.
For years, syndication has largely been dominated by national networks. Dick Broadcasting is taking a different approach by developing its own talent, proving the show in its home market, and then strategically rolling it out across stations it already owns.
That creates several advantages.
The company maintains complete control over the product.
Programming decisions can be made quickly.
Promotions can be coordinated across markets.
And perhaps most importantly, the show remains closely tied to the culture of the company rather than an outside syndicator.
There’s another interesting takeaway.
This expansion demonstrates that successful syndication doesn’t necessarily require hundreds of affiliates to be considered a success. Sometimes the smartest growth strategy is serving your own portfolio first before looking beyond it.
It’s a model more regional broadcasters may begin exploring.
As radio companies continue searching for efficiencies while preserving strong content, creating an in-house morning franchise that can be shared across multiple stations may prove to be one of the industry’s most sustainable strategies.
For Dick Broadcasting, this isn’t just another affiliate.
It’s another step toward turning one successful morning show into a company-wide brand.
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On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.