Localized Black Radio can be Revived and Saved.
There are two (2) main technological advances that can be of
significant use in reviving Black radio localized programming, allowing local
sponsors renewed access to advertising and developing jobs within the
community.
As an early advocate for Internet based solutions today I
see merit in using terrestrial based AM / FM
signals to accomplish the revitalization ALL of our communities desire.
HD Radio allows AM / FM stations to broadcast multiple
channels basically giving them additional radio formats that can easily be
turned into revenue generating streams.
THE HD RADIO SAVIOR
Unlike Internet based signals HD Radio is constrained within
a given service area making it perfect for directed localized programming. Qualitative audience measurement techniques
allow periodic tweaking of the projected format.
A larger problem exists of getting HD compatible devices
within the market place. The most recent
numbers suggest about 20% of new car models (under $35K) coming out in 2012
offer HD Radio standard. These HD Radio
receivers are not traditional receivers with buttons, instead they are now
command consoles offering entertainment and car systems control &
monitoring. There is also a push to make
mandatory FM receivers in mobile phones which means that listeners would either
have to wear a wireless listening device or wired earphones. Unknown too many smartphone users is the fact
that there are inactivated FM chips already installed in their phones. Activation will accomplish a much larger
direct listening audience and save the end user money by avoiding costly data
usage fees associated with most wireless network contracts.
The lack of activation of the FM chips which are in ALL of
the top 10 sold phones in the world, limits the reach of broadcasters during
emergencies when the wireless networks are overwhelmed or lose power. Most emergency broadcast services send TEXT
messages to alert the consumer of emergencies, so an alternative of FM signal
broadcasting is a perfect solution.
Today’s programming is based on a single signal originating
form a central location and shared among several operations, also called
syndication. The largest issue is and
will always be programming that is captivating and ongoing. Here is the crust of the new localization of
Black Radio to be able to keep your programming highly focused on local topics.
Here are a few ideas on what could possibly work in local
markets.
1.
Local entertainment channels devoted to local
talent playing within the targeted listening area, sponsored by local clubs,
venues and businesses. Report on all
local upcoming events inside of your service area including restaurants, fairs,
theaters, clubs, concerts, festivals, church events and more. This is a great opportunity to air “LIVE”
local musicians and on the spot remotes.
2.
Local News - This past Presidential election
season has shown the world just how bad news programming can become. Instead of reporting on stories many news stations
are developing stories. Create a full
time local news staff that caters to smaller populations within your service
area. Partner with small local
newspapers to receive valuable content
3.
Local Sports Broadcasts - One of the most missed
programming opportunities within the United States. High school football, soccer, basketball and
gymnastics meets bring out thousands of attendees who have an amazing degree of
enthusiasm and buying power for their respective teams. Think ESPN on a mini level and you can draw
in listeners, sponsors and possibly increase the use of HD radio right at the
game.
4.
Local Resident Programming – Get your listeninf
audience involved with one another by broadcasting local podcasts and
blogs. Just use topics that will have an
interest within your service area and your listeners will do the rest. Think like you are developing public access
programming but do not limit your specific issues or topics.