A mate of mine from my radio days posted this on his Facebook wall the other day and it got me thinking.
Radio is having a very tough time competing for your time since new media has come along. Facebook, Twitter, Blogging.. What advice would you give radio stations in 2010?? I’m giving a speech to Radio heads in the Maritimes* in two weeks and I’d love your thoughts. Thanks Dave
Is radio doomed? Do Gen Y, let alone Gen Z ever listen to it?
Radio has proven itself to be extremely resilient over the years.
TV couldn’t kill it. MTV couldn’t kill it. The Sony Walkman couldn’t kill it. Even Kyle & Jackie O couldn’t kill it. Can the digital revolution make the hit?
Logically, iPods, podcasts, mobile video etc make radio irrelevant. Radio can’t deliver news, weather, cricket scores quicker or more reliably than your mobile phone.
But the commercial stations claim revenue is as healthy as ever. Radio still produces big stars such as Hamish and Andy. And radio is adapting with specialised digital stations. Pink 24/7 anyone?
We seem to still be listening to our favourite radio stations even though we can easily program our own commercial free playlists on our iPods/iPhones/iThings. Are the ‘personalities’ and content that good? Do we just like to have a friendly voice in our ear? Is it good company? Does it make us feel like part of community? Yes. Yes. Yes. And yes. There are lots of good reasons radio survives and why people are fiercely loyal to their favourite station. Ever seen anyone (outside of media) wearing a TV station branded t-shirt?
Personally, I think the Pink 24/7 option will be the way radio goes. Lots of boutique stations. But in the meantime, my two cents to Dave was for radio to play to its strengths. Be local, topical and human.
What would your advice be? I’ll pass it on to the Radio heads in the Maritimes.
P.S. Radio Nigel is MY new station. Have a listen.
Jeff Smith is a writer at BCM and has either worked in, written for, or listened to radio for over 40 years.
* Apparently the Maritimes are on the remote east coast of Canada.
There will always be a place for radio-like services, it’s just the delivery methods will change.
Once wireless broadband becomes affordable with ample download limits, internet radio and Last FM-style services will just become an everyday part of life.
I agree 100% with your comment Dan – we will see technology enabled evolution of the delivery of radio and also far greater fragmentation of audiences as consumers have more control of exactly what they want to listen to. Internet radio opens up choice big time!