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As of this date (7-02-04) let us take
a look into the future of radio.
1. There is research to indicate that 18-24 year old males
have moved, and are continuing to move toward the Internet
for music. This seems to be particularly true at night.
Program directors have been wringing their hands not knowing
what to do to stop this Internet movement. Indeed, I have
been waiting for someone to counter program the
Internet-from-radio night time problem!!! Hey, the solution
is pretty simple. Look at the past to find the future!!!
It’s simple. It’s easy. Sorry that I can’t write the
solution in this column, but that solution is what I get
paid for. However, I feel certain that some bright
programmer like Bill Tanner has already thought of the
solution, and someday soon will display it.
2. A few years ago at Brad Burkhart’s annual meeting of his
clients Brad asked Lee Abrams (my former consulting partner
at Burkhart/Abrams and now chief programmer at XM) to
discuss the satellite radio vs. Internet programming
differences. I think the assembled group thought that we
would have a drag out, screaming debate as to which is best.
I suppose I surprised them by stating that I thought both
satellite radio and Internet radio had their place in the
future. However, I told the group that this did not signal a
major problem for radio if we kept our content local…and as
mentioned in point number one above…effectively counter
program. Heck, I think the Internet can be a friend of radio
creating new revenue for a radio company. But, again, I
really can’t display what I have in mind because that is
information that I sell.
3. I think there is good news for country formatted
stations. Post-Garth a lot of the country music has sounded
more alike. Over the last decade there has not been a
distinctive difference in the sound of most (not all) of
country music. “Distinctive Difference” is where the action
is!!! Also in the past decade ratings on SOME country
stations suffered because of this sameness. Now, the future
looks good. There are a number of rookie (so to speak)
writers and performers who seem to have new ideas and a new
production energy. We’ll know more next year at this time,
but I’m guessing that the country PD’s will soon be happier.
4. And finally, have you looked at the Australian ratings of
popular music stations recently? At least one broadcast
company has found a “Distinctive Difference” in programming.
The listeners have responded.
I have been through a lot of music and radio revolutions in
my career. Clever counter programming and new music sounds
make THE difference.
I know because I was involved in some
of those revolutions…Yep, I WAS THERE. History will repeat
itself once again.
e-mail Kent
kent@kentburkhart.com
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