• The most interesting aspect of the deal is the creation of a WINZ Dolphins show, airing 5 to 7 p.m. weekdays year-round, beginning in April or soon after. Despite the team's popularity, a two-hour Dolphins show faces serious challenges, especially during slow periods such as June and the first three weeks of July.

Consider that WQAM's 7-8 p.m. Dolphins Tonight (which was canceled this week) usually lost in the ratings to 790 The Ticket. In January, The Ticket's combination of Jonathan Zaslow and Panthers games had a 1.6 share compared with WQAM's 1.1 for Dolphins Tonight and some UM programming.

Our advice to the Dolphins on the WINZ program:

• Though the team will get most of the revenue from the show, do not allow it to sound like a Dolphins infomercial. Remember the dreadful Joe Bailey Show, where the former team executive cured insomnia with rambling diatribes about stadium operations? Bailey is gone, and Dolphins CEO Mike Dee and his staff know the programming must be compelling to draw a substantial audience.

• Make clear to the announcers they will not jeopardize their jobs if they criticize the team. Questioning coaching and front-office decisions -- when justified -- should never be discouraged. The announcers will have no credibility if they sugarcoat.

• Hire at least two hosts. The dialogue will be more lively that way, if it's the right combination. Make sure the ex-jock analyst can speak intelligently and candidly and has name recognition locally. One logical option would be former NFL quarterback Danny Kanell, who has done consistently good work on WQAM and WFOR-CBS 4.

Perhaps rotate the analyst job among several qualified former players to keep the conversation fresh. Among those worthy of consideration: O.J. McDuffie and WQAM's Keith Sims. And schedule guest appearances with other worthy ex-Dolphins who have something interesting to say (Nick Buoniconti, Mark Duper, Zach Thomas).

• Expand the show beyond the Dolphins to include general NFL talk. A regular segment with an ESPN insider (Adam Schefter, John Clayton) would give it a newsy edge. This needs to be appointment listening for NFL fans, not just Dolphins fans.

• Have owner Steve Ross beg and plead with Bill Parcells to appear occasionally (pay the man extra if you must) and make sure fans know in advance if he does.

The Dolphins haven't selected talent, but Barry Buetel, the team's director of broadcast services, would be one of several options for the host role.

WQAM'S PLAN

WQAM isn't viewing the loss of the Dolphins as a big setback because it was losing about $1 million a year on rights.

``Our motto is football always matters, and that isn't going to change,'' WQAM general manager Joe Bell said. ``We will have a big Dolphins pregame show and postgame show and continue with the Dan Marino show.''

Though the Dolphins haven't said what they have in mind for announcers Jimmy Cefalo, Rose and Mandich, it's very likely Rose and Mandich (health permitting) will be invited to remain the analysts. The general managers of WQAM and WINZ/WBGG said they are OK with both doing talk shows for WQAM and calling Dolphins games on Clear Channel.