Traditional Media don't be Scared!

Why is it that traditional media and new media just can't get along? Why is it that I go to countless presentations by TV and Radio stations and all they ever try to do is justify their existence? It's always about reach! They say “you can't get reach like this anywhere else” (who are they kidding?). Or they try to sell their personal connection with their audience. I love when they say their website, has more dedicated followers that trust them and is more valuable than a typical website.

Seriously? When was the last time you felt a personal connection to a traditional media's website more than say a social website?

Traditional media is not dead by any stretch of the imagination, nor will it be anytime soon, but with this type of talk they are sure digging their grave rather fast. Why aren't they figuring out ways to develop deeper relationships and connections with their audience?

It's because they are scared of loosing audience to other sites and using other formats they do not control. Sure they have all added blogs, but why won't they reach out to their audience and connect in a more meaningful way? Why not have Facebook groups, Twitter profiles etc.?

No one wants to read a blog that talks about the same things they do on the air. They read a blog to find out what their DJ or news Anchorman is really like. Or at the very least to get a behind the scenes look at what is going on at the station.

I listen to the Hot AC radio station here in Seattle, (only in the morning mind you, it wakes me up) with an ideal Facebook demo, and they do not even have a Facebook Group that I can find. Their morning Jocks have Facebook profiles but they are private. (I would try to friend them, but don't want that showing up on my profile!)

TV is the same way. I have a friend who is a Weatherman, and I have been trying to convince him to join Twitter. He could be the Weatherman for Twitter, and connect with his audience on a deeper way, but as of yet he has not done it.

Why do these traditional media formats avoid these social platforms? It's all about controlling the audience. They still think they have control like they did 20 years ago, and sadly refuse to wake-up to the idea that they are now just a small part of people lives.

Only by embracing other media formats, and loosing control will they truly develop a deep relationship with their audiences. Once that relationship is established they will then have something more valuable then reach, they will have insight and a connection on a personal level.

In traditional media?  Let me know what you think.

Kevin Urie

The Future of Radio?

This it not revolutionary by any means, but just an extension or the next step of what everyone is already doing.  The future of radio will be online of course, but it will also include personalities you hear on today's radio stations.

This means everyone will be able to be their own program director and pick their own music, like with LastFM or Pandora, but in addition to music selection you will be able to pick your DJ or host.  So you will be able to listen to your custom station and then pick your favorite DJ or host, to mix in and give you a break from the music.

DJ's don't talk about the music anymore anyway, so this will be an easy switch.  The software or the listener will be able to choose how often they want someone to interrupt the music with talk, and they will also be able to be choose if they want to be interrupted with local weather, news, etc. as well.

These don't have to be typical DJ's either.  They could be podcast, or just a guy from his garage. I know of a few podcast that would work perfectly in this format.  Diggnation comes to mind (it's too long to take all at once anyway).

Ok you might be saying, but why?  Well because these breaks help keep the music from getting boring  and help you develop a connection with what you are listening to.  Essentially you are becoming your own program director.

So the marketing angle?  Well you will be able to insert geo-targeted audio ads, endorsements, and promotions are still an option.  Plus you will be able to choose the type of listeners you would like to go after based on format and subscription data.

Will radio stations as we know it go away?  Most of them will, but a few innovative ones that have good program directors will stay around programing music, but most of them will just managing talent.

Obviously this all depends on getting hi-speed wireless internet connections becoming main stream, but that is just a matter of time.  Look at what is happening with the Iphone 3g.

What do you think?

Play.it – Can CBS do what NBC did with Hulu.com?

Well so much for my next post being short.

I was recently invited to attend CBS radio's crap what are we going to do about the internet taking all our money Next Generation presentation.  As most of you probably already know, CBS radio now owns both LastFM and AOL Radio, making them the number one provider of online music, something they are very proud of.

Having gone into this presentation with a skeptical eye, I was very surprised with what I heard. CBS understands radio is going online, and is doing some innovative things to make sure they continue to be the online radio leader.

First, they are giving more seamless access to all the stations that are part of CBS. They are even going so far as to recommend stations you might like in other areas.  Some of this is still in private beta but the first step is now online.  Right now when you stream any CBS station on the bottom there is a stations tab to  see other stations or recommendations. (ok the interface needs to be more intuitive, and sexy)

The best thing about it for advertisers is that ads can be inserted locally on all stations.  So even though someone in Seattle is streaming WCBS in NY, they will still hear and see local ads.

So I know everyone (all two of you who read this)  is saying, I don't want to listen to preprogrammed stations, what about the next evolution of Pandora or LastFM.

Well CBS has that covered as well with Play.it . Seems weird they would launch a competitor to LastFM but there is room for another player in the market.  What's unique about Play.it is that instead of just saying you like or don't like a song like every other player, you can also tell it how much you like or don't like a song.  You do this by moving the CD Art around on a dart board.  Off the board will not get played, bulls eye music will be played the most.

This is a great feature, and allows you to personalize your playlist to a higher degree than the competition.  They are even going to let you rate songs you hear while streaming any of their radio stations.  (Not that anyone is going to be streaming a typical radio station, once they discover the ability to make a custom station.)

Will this work?  A lot of that depends the algorithms and databases they use in customizing the music to your taste.  I have tried LastFM a few times but always go back to Pandora because I like the mix of music they send me. (I probably just need to give LastFM more information.)

It also depends on if CBS is willing to promote Play.it.  The one thing that has plagued LastFM and Pandora is that they have very little awareness.  If CBS puts some effort behind Play.it, it could overtake the other two in a matter of months.  They already have a wide advertising network with their traditional stations, and it would cost them very little money to get the DJ's to talk about it on air.

Is this the future of radio?  A lot of questions need to be answered , like social integration, player customization, sound quality, etc.   One little tidbit that will help, is that they have locked up with Apple to be the exclusive player on the new Iphone.(this turned out not to be true.  (thank God)  I guess you never can trust what you hear in a sales presentation!)

In my next post I will give my vision for the future of radio, and for that matter all media.  CBS is doing what I consider the first step, I will show you the next few steps.

Kevin