ProFootballTalk to hit the radio airwaves in January

Mike Florio, founder of ProFootballTalk.com, has signed a deal with NBC Sports Radio to host a three-hour, football-focused program that will debut in January.

Florio, a sharp-witted lawyer who turned the homegrown website he formed in 2001 into an information clearinghouse for NFL fans, will host “ProFootballTalk Live with Mike Florio,” airing weekdays on NBC Sports Radio and Westwood One stations. The show premieres Jan. 5 at 9 a.m. Pacific time.

In 2009, NBC formed a wide-ranging partnership with ProFootballTalk, and Florio since has expanded the PFT brand to include a daily TV show on NBC Sports Network, and a regular gig as a contributor to NBC’s “Football Night in America” on Sunday nights.

Florio, who has guest-hosted “The Dan Patrick Show” dozens of times, said radio was a logical next step in his partnership with NBC. He said his show would be largely focused on the NFL but not entirely.

“I’ll talk about other things that catch my eye,” he said, “and that lend themselves to a more extended discussion, especially when it’s legal issues because that’s kind of what brought me to the party in the first place. That’s always been my guiding principle with the website: If I find it interesting, then I think other people will find it interesting too.”

Said Rob Simmelkjaer, senior vice president of NBC Sports Ventures: “The fan appetite for smart NFL talk is insatiable, and we’re proud to bring them one of the most respected voices in the industry.”

Launched three years ago, NBC Sports Radio has more than 425 affiliates around the country, with the network defining those as stations that use at least some sports content that NBC provides.