Premiere Networks to Continue ‘The Rush Limbaugh Show’; WBOB, Jacksonville First New Affiliate

The 12:00 noon to 3:00 pm ET broadcast of “The Rush Limbaugh Show” will continue with archival audio from Limbaugh’s 30-plus-year syndicated program augmented by familiar talk hosts. Chesapeake-Portsmouth Broadcasting Corporation’s WBOB-AM/W266CX is the first new affiliate station. In making the announcement, Premiere Networks says, “No one can replace Rush Limbaugh, and Premiere Networks will continue to provide millions of loyal listeners with the voice of Rush for the long term. We have a variety of familiar voices who are guiding the audio of Rush for all of the important issues of the day, including recent guest hosts Todd Herman, Ken Matthews, and Brett Winterble.” WBOB general manager Jonathan McClellan states, “Rush Limbaugh is a pioneering force in broadcasting. He redefined talk radio and shaped the conservative political message for our country. WBOB is excited to add Rush’s program to our lineup. We value the future of his legacy, and we believe his talented team will drive the momentum of the movement far into the future. We welcome this monumental voice.” Limbaugh’s program launched into national syndication on August 1, 1988, with 56 radio stations, was heard on more than 600 stations at the time of the icon’s passing at age 70 on February 17. TALKERS publisher Michael Harrison comments on this breaking story, “What an interesting turn of events. This is a multiple win for many elements of the industry. The winners include: 1) The fill-in hosts who’ve become familiar to the show’s regular listeners because they’ll continue to play a role in the show without having to carry the burden of being the ‘guy that followed the guy’ but never could fill his shoes; 2) Premiere, because they’ll continue to productively exploit the greatest brand in talk radio programming history and even though it could never be as big as it would have been with Rush alive, it certainly will maintain value and possibly evolve into something of lasting currency; 3) Other syndicated shows, because they now have a shot at being cleared in the valuable 12:00 noon to 3:00 pm space and get a viable piece of the pie. There are plenty of listeners and revenue to be shared in that huge mine; 4) Local hosts and programming because you can be sure many stations will turn inward during middays now that this big piece of real estate has opened; 5) Local stations, because they now have the options to choose from all of the above; and 6) the legacy of Rush Limbaugh, which will continue to live as a viable part of the national talk radio community. Bravo!”

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