THE FUTURE IS WHAT YOU MAKE IT Greg Diamond The recent Canadian Music Week was buzzing with two main topics.
Firstly, the overwhelming consensus was the Fairmont Royal York was not the best place to hold the conference. By the way, this was a great example of a person’s need for familiarity and may just be the basis for a future article.
Secondly, technology continues to evolve at such a pace that many people are unable to keep up. While it’s natural for a degree of discomfort or even stress to accompany any shift in a paradigm, this is such an enormous change it encompasses not only the way we do business, but also the way we lead our lives. It’s no wonder there are some with misgivings and even fear. It should be noted, though, that we have been living under these conditions for many years now and the same sense of apprehension surrounded such now-normal parts of daily life as the PC and surfing the Internet. Regardless, the speed of the “digital age” does make it increasingly difficult to stay ahead of the curve.
Finally, by no means are my glasses rosy enough to think all will be well in the coming months and years, but I’m optimistic that the coming challenges will be met and radio probably won’t be the same ‘on the other side’. I believe, however, that after the evolution, radio will remain a viable industry with a solid financial footing.
Among the challenges we’ll have to face is the continued growth of internet streaming, which had hit a plateau, but is now poised to take advantage of wider broadband access. Then there is the iPod and its various mp3 competitors, which currently only scratch the surface of their capabilities. Another area that has yet to tap its potential is cellular telephone technology. If those weren’t enough, there’s a little thing called (quick, cue the Darth Vader music) – Satellite Radio!!!
Well, what are we to do? A couple things immediately come to mind. Get busy getting better and try to incorporate as much of this new technology as you can. Internet streaming has been adopted by the majority of Canadian broadcasters and is now coming back full force in the States, where it had been largely abandoned by the major chains due primarily to copyright royalty issues.
Further, the sound quality of streaming audio is far superior to what it was only a few short years ago.
We can do much more with this technology than just repeat our on-air signal. We could use it to stream derivatives of our format, or completely new ones for that matter.
An example of thinking outside the box is K-Rock in Edmonton. With the CRTC’s crackdown on “questionable” programming and particularly the CHOI-FM decision, the station’s morning show was instructed to pull back for the sake of their license. The problem is the show is at its best when the hosts are at their naughtiest. A special web-only hour of the show now follows the regular on-air broadcast - in all its uncensored glory. To further enhance the “listening experience” they also stream the video of the show. It may not be for everyone, but it’s an inventive and effective use of technology.
iPods are all the rage and already we are hearing how they will be the latest to kill local radio. While it is logical to assume such devices will erode listening, hence revenue, we can actually utilize them to give people what they are increasingly seeking – on-demand content.
Above anything else, it will be our ability to incorporate existing and future technologies to allow the listener more say in what and when they hear something that will ultimately change the face of radio and how we approach it.
While still in its infancy, “podcasting” offers such an opportunity. Basically a podcast is a small audio file stored on a computer for download to an mp3 player (the term originates from “iPod”). Once the user has the file, he/she can listen to it at their leisure. The technology is currently used by bloggers and “ordinary Joe’s” to create their own programs for use by others, but there’s nothing stopping radio stations from doing the same.
Would it not be a good idea to podcast your morning show or at least the spoken-word content and allow people more than the 15 to 20 minutes they are able to listen at home or in their car? While we would all love our morning hosts to drag the listener from quarter to quarter, it’s still unrealistic to expect much more than a set portion of a person’s busy AM routine. Now that same person can hear their favourite jock on their schedule. Further, podcasts can be automatically downloaded so the listener can have the programming waiting for them.
Staying top of mind is the primary concern under our present ratings model, and this would be another way to enhance that awareness.
Satellite radio has impacted traditional radio south of the border. Having said that, radio’s current problems in the U.S. stem more from years of listener neglect than from burgeoning, new-media competition.
Just the same, when Howard Stern decided to leave his present job for the less restrictive environment of satellite radio, people sat up and took notice and the medium’s validity was raised instantly. Satellite’s further content acquisitions including the sports war between XM and Sirius will ensure the programming continues to evolve and strengthen.
Eventually the CRTC will get around to licensing 2 or maybe all 3 of the satellite apps currently before it (okay, maybe the third one isn’t exactly ‘satellite’) and when they do will the sky come crashing down? In a word – no!
One thing we have all preached for years, but until now have largely ignored is the word “local”. Satellite radio will force us to be much more local than we are. The time of paying lip-service to this fundamental benefit of our industry will be over. In the words of a former colleague, “The absence of alternatives clears the mind.”
It remains to be seen how much satellite radio will affect traditional radio, but one thing is for certain - it will make us all better. Plus, the word “radio” will be heard more in casual conversation (at least for a time) and that’s never a bad thing.
The theme of Canadian Music Week was “The Future Ain’t What It Used To Be!” While that line was slightly ominous, it nevertheless managed to capture the overall feel of the conference and was pretty catchy at the same time. I prefer a more positive mindset, however – “The Future Is What You Make It!” |