‘Both WHAM and WCMF will have extensive Bills programming before and after games, as well as during the week, when each station (and their affiliated stations) will trot out a series of experts to talk about the team. “We’re putting more time and effort and energy into coverage of the Bills this year than we did when we had the play-by-play,” says Jeff Howlett, station manager at WHAM. Howlett adds that WHAM decided not to buy the play-by-play rights because of the high cost, a cost it did not want to pass along to its longtime advertisers. WHAM has been running ads that declare that its coverage is not “the company line,” suggesting that WCMF will cave into pressure from the Bills to be positive.’