Hi..
So.. This evening, I went searching through my mind for something different to write about.
Looking at whatever little has happened in the industry, in the recent couple of years, I only found a RECYCLE pattern in any change that any station made.
4 patterns is what I could find:-
Some examples:
It's all standard fare in what's being served to people in radio today, and it lacks mention of innovation; changing how radio approaches programming or commercials. Can we just stop and digest what this means?
I read somewhere “Little innovation gains little attention”
Lets face it.. In this world of competition… Quality content is not going to be radio's savior anymore. Nor is locally originating content. There's just too much of both now.
We've reached a time where the tried and the tested/true no longer draw traction. Quality radio (of the old school format) means little in an ocean of content that's, quickly, finding more online consumers.
Producing a local quality radio program also holds less value than just a few years ago, due to the public having reached an intuitive use of the internet for local queries on information and entertainment.
Unless/until innovation is reintroduced, radio is destined to strive to survive & I'm not trying to serve you dirt on the radio industry.
I’m just putting it across quoting something that a veteran radio professional put online after a research that was conducted:-
“We found that, in general, programmers and general managers perceive little innovation in programming except at their own stations. Results also indicate perceptions that more risk taking is needed in radio programming, that risk taking is essential for the financial health of a station, that increased artist diversity and an innovative music rotation influence the perception of innovation at the station level, and that too many commercials are being placed within an average hour of programming.”
We are getting to the point where many radio companies are beginning to create a company template for each format.
The big loser is the listener, who more and more these days receives generic programming with little innovation.
If one ever compares playlists of competition radio stations during prime/peak time.. there would be least of difference.
And when you go online and do some study, there is certainly anecdotal evidence that listeners perceive a lack of diversity in radio programming.
Here’s what my study (online or practical) says about what we need to do with regards to any show that goes on air:-
Use imagination for innovation:-
It all basically all boils down to creativity:
“Those sparks of ideas where you go: that will make a fantastic piece of radio.”
Remember.. “Logic will get you from A to B, imagination will take you everywhere.”
As true as this is, it seems that you’ll also get far by innovating a bit – not too much.
“Never change a winning team” is a famous saying, and the same goes for successful radio formats.
“Every innovation is only as good as what we get from it in the long term”
The basic idea is to think “WHAT” not “HOW”.. You’d find ways to do it if you have a strong conviction.
What I feel is that these days, radio professionals are only taking the risk of doing something different than the competition only to ensure that the same shows in the various researches. Hence to prove to the competition that they are also trying to innovate.
No one lately does something based on a listener’s view.
Try it sometimes at the risk of loosing your numbers in research..
My intuition says you would probably gain (Provided you do something logical & test only after 5 months of making the change)-
Why 5 months? I explained this in an earlier post on this blog :)
So that’s probably be all from my side today…
Stay tuned.. :)
So.. This evening, I went searching through my mind for something different to write about.
Looking at whatever little has happened in the industry, in the recent couple of years, I only found a RECYCLE pattern in any change that any station made.
4 patterns is what I could find:-
- They probably have done it before.. It was a success then.. so they do a repeat.!
- Someone else did it before, was a flop.. but they probably think that it would get with their stations identity.. so picked it up, tweaked a bit.. and done.. Recycle!.
- And most of the times.. A foreign radio station did it with huge success.. no station in competition ever tried it.. So take it.. and recycle!!
- Others did it.. Lets follow.. That’s probably the changing trend... Repeat.!!
Some examples:
- Stations changing format randomly
- Everyone wanting to cash on social media
- The constant messages about best music than the rest
- Marketing Gimmicks that have already been done.
- People moved in (and out) of employment
It's all standard fare in what's being served to people in radio today, and it lacks mention of innovation; changing how radio approaches programming or commercials. Can we just stop and digest what this means?
- Has any brand introduced new concepts in delivering an advertiser's message to the masses recently?
- When was the last time you heard about a new approach to programming?
- When & who was it.. if you heard a presenter actually delivering a link without an evidently made up voice & accent & as an add on, a failed try at mimicry.
- Have you ever heard a show having content going farther than what’s in the news/ tips/ film gossip/ local gossip/ music trivia?
I read somewhere “Little innovation gains little attention”
Lets face it.. In this world of competition… Quality content is not going to be radio's savior anymore. Nor is locally originating content. There's just too much of both now.
We've reached a time where the tried and the tested/true no longer draw traction. Quality radio (of the old school format) means little in an ocean of content that's, quickly, finding more online consumers.
Producing a local quality radio program also holds less value than just a few years ago, due to the public having reached an intuitive use of the internet for local queries on information and entertainment.
Unless/until innovation is reintroduced, radio is destined to strive to survive & I'm not trying to serve you dirt on the radio industry.
I’m just putting it across quoting something that a veteran radio professional put online after a research that was conducted:-
“We found that, in general, programmers and general managers perceive little innovation in programming except at their own stations. Results also indicate perceptions that more risk taking is needed in radio programming, that risk taking is essential for the financial health of a station, that increased artist diversity and an innovative music rotation influence the perception of innovation at the station level, and that too many commercials are being placed within an average hour of programming.”
We are getting to the point where many radio companies are beginning to create a company template for each format.
The big loser is the listener, who more and more these days receives generic programming with little innovation.
If one ever compares playlists of competition radio stations during prime/peak time.. there would be least of difference.
And when you go online and do some study, there is certainly anecdotal evidence that listeners perceive a lack of diversity in radio programming.
Here’s what my study (online or practical) says about what we need to do with regards to any show that goes on air:-
- “If you don’t know who you’re talking to, then what are you doing at all?” Radio personalities should spend time with the audience. You might consider yourself a celebrity, but please do not forget who made you a celeb.
- It is essential to know what your role is in the show. This is not to be confused with personality, by the way: “The role is what you do on the show”, It should be clearly defined who is the main personality or who are the main personalities, and who are the secondary ones – the secondary ones are the ones who are very important.
- Spread your best content over the entire show: “Don’t stick between xx.xx to yy.yy o’clock, because you think that everyone is listening there. Think about the person tuning in at 6:05 in the morning as well; they want to hear something good.”
- “Get your listeners addicted to your show with sticky content”. Benchmarks are important for a show. Apart from the entertainment value and the possibility to let the audience relate to personalities, they are like an appointment with the audience and create a listener habit (if programmed consistently).
- “A lot of shows just walk in every morning and say: right, what do we talk about today? It’s not good enough.” You really need to prep a show content well and also be prepped to drop everything. Sometimes all your show prep will go “out of the window” if something big happens that you can’t ignore.
- Make sure you think about how to interact with your audience – before you start doing so. “Otherwise you’ll end up with loads of content that you can’t use”
- Challenge yourself and do something different. Excite the listeners. We are in the entertainment business. So go entertain people, it’s fun!
Use imagination for innovation:-
It all basically all boils down to creativity:
“Those sparks of ideas where you go: that will make a fantastic piece of radio.”
Remember.. “Logic will get you from A to B, imagination will take you everywhere.”
As true as this is, it seems that you’ll also get far by innovating a bit – not too much.
“Never change a winning team” is a famous saying, and the same goes for successful radio formats.
“Every innovation is only as good as what we get from it in the long term”
The basic idea is to think “WHAT” not “HOW”.. You’d find ways to do it if you have a strong conviction.
What I feel is that these days, radio professionals are only taking the risk of doing something different than the competition only to ensure that the same shows in the various researches. Hence to prove to the competition that they are also trying to innovate.
No one lately does something based on a listener’s view.
Try it sometimes at the risk of loosing your numbers in research..
My intuition says you would probably gain (Provided you do something logical & test only after 5 months of making the change)-
Why 5 months? I explained this in an earlier post on this blog :)
So that’s probably be all from my side today…
Stay tuned.. :)
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