Seattle Sports Fans Wonder: "Is It March Yet?"

"Mitch Levy Apparently Sober"

For local sports fans, March can't come soon enough for two reasons. First, the Seattle Sounders begin their first season of play and the home opener will be March 19 against the NY Red Bulls on national TV.

Secondly, KJR-AM, the local sports talk station, is becoming virtually unlistenable these days and we can't wait for the spring roll-out of KIRO's entrant into the sports radio scene. Yesterday on KJR, former Husky and pro QB Hugh Millen spent much of the morning show giving Tyrone Willingham the digital finger. Complaining that the Huskies weren't working hard enough prior to their pending loss to Cal this weekend, Millen told Willingham, "F-you."

And today, Mitch "Man of the People" Levy is doing his annual "get wasted on the radio" schtick, in which the crew downs five bottles of cheap champagne, and then babbles on for four hours to the chagrin of their more professional guests and the listening public in general. "Everything is just starting to stop spinning right now. I am three sheets to the wind!" opined Levy earlier. "I'm buzzin'. I thought I was gonna puke."

Perhaps this foreshadows a preemptive marketing shift by KJR execs in the face of coming competition. Goodbye to the "males 18-30" demographic; hello "People hanging around on a street corner in downtown Kirkland at 2 a.m." Could a Warren Moon overnight show from that shark-themed place be just around the corner?