Another problem, similar to many on-air presentations, is that most sites currently have too much clutter. It is good to see radio operators grasp Internet radio streaming and podcasting, but most do not fully comprehend actual consumer desires in these areas. Stations use the new portals to mirror their transmitted on-air content, music, contesting, music videos (some local artists), concert announcements, community service, station events, requests, and podcasts.
Stations are correct in theory, but wrong in application. Consumers want to be involved in the new media world. Radio needs to look at itself as a social network community, consisting of the traditional station and the web with various social platform applications.
Solution: Branding
It is time for a new way of thinking, using the new media with fresh content to brand traditional radio. For the younger X and the entire Y Generation, instead of regurgitating the radio station, program the on-line station to reflect the actual tastes of the consumers. Forget the formulas. Monitor the web downloads, scour My Space and You Tube, and hire the Y Generation to be the personalities.
To handle programming, rehire experienced PD’s; knowing the rules makes it easier to break them. However, while the new revolution is going on, put a tab on the site for the traditional radio signal; there will sampling.
Treat the on-line station as an underground cool thing, like the early days of FM back in the late 60’s and early 70’s. Expand the musical format boundaries and realize music is the driving force. It is job of the air personality to highlight, energize, and add something special to each moment. This approach would fit right in with I-Pods and MP3 cell phones used by the Y Generation. Such a move could increase station value, brand name recognition, and open new doors for advertising. Something else of importance: on-line stations should not mirror the long commercial breaks of traditional radio.
Solution: Social Networking
In addition to overhauling the traditional and on-line stations, radio web sites should also become hosts for blogs, Vblogs, podcasts, streaming video, custom personal music selection, and chat rooms. Set up a You Tube-like situation and allow users to post videos. The Y audience and younger X’s want to participant and are interactive with new media. The emphasis will be branding the traditional station name and becoming a media hub for consumers.
Article comments
1 - john volpe
Do you know how I might contact Buzz Bennett?