There’s been many changes to the radio industry in the past fifty years, but one thing has not changed and that is the reason people listen.
People listen to radio that interests them.
This past week I sat in on a webinar that revealed groundbreaking data that is being produce by DTS AutoStage. Joe D’Angelo, Xperi’s Senior Vice President of Global Radio & Digital Audio, showed how granular, and in virtually “real time,” the data from vehicle listening produced by DTS AutoStage is. This research will give the radio industry unprecedented access to radio analytics and audience insights.
Train The Monkey First
The problem I see with all the technological advancements in the radio business these days is that it feels like we’re putting the cart before the horse.
Google’s division to foster innovation operates under the philosophy of “#MonkeyFirst.”
If you want to get a monkey to recite Shakespeare on a pedestal,
you start by training the monkey, not building the pedestal.
The hard part is training the monkey, as anyone can build a pedestal.
Applying this to radio broadcasting, the hard part is crafting the programming that goes out to a listener. The easy part is acquiring the technology to transmit a signal; whether over the internet or through the ether.
CNN and Headline News (simply known as HLN) is under new ownership.
Back when Ted Turner conceived of the Headline News channel, it featured a full half-hour long newscast every thirty minutes, 24-hours a day.
With ownership change, came changes to Headline News, including the dropping of the name in favor of just calling the channel HLN. The channel also stopped doing thirty-minute newscasts round-the-clock and the only news program left was Robin Meade’s Morning Express.
That came to end after a 21-year run on Monday, December 5, 2022. Robin Meade explained that
“because of budget cuts and a changing industry HLN is no longer
producing its own live news. It means our news shows are ending.
In its place you will see a simulcast of CNN’s morning show.”
Once again, a broadcast company is expecting to do better by cutting costs and eliminating the very entity that drew people to the channel in the first place.
Too many broadcasters are hard at work building a better pedestal when where their attention should be focused on, is delivering the programming their audience wants.
The reason for this misplaced effort is because building technology is the easy part and management can show their investors early progress against a timeline.
The broadcasting industry is creating a world of outstanding pedestals, while the audience leaves.
Make sure you address the crux of the problem
and don’t waste time with the peripheral issues.