GROUP PDs SUPER SESSION
Some of the top programmers in the industry discussed digital media and how to monetize it as well as the state of the industry and how to best bounce back.
Some quick examples of what some stations are doing right:
- Hot97 100k text msg subscribers, 90k twitter followers, 150k iPhone app downloads
- Power 106 126k TW, 50k MS friends
- 20 MM uniques/ week at Clear Channel online / iphone app
Cyndee Maxwell, Former Director/Assoc Editor R&R Magazine: “So everyone agrees that social nets help with ratings.” What about revenue?
According to the responses from all the group PDs on the panel they are still looking for ways to monetize. Most are still treating the digital space as a hobby. All group PDs agreed that radio MUST treat digital as a viable, main source of business before results will be realized.
Other tips from the panel:
- JAY STEVENS, SVP Programming Radio One: We have got to get FM tuners into every mobile device, cell phones, iPods, etc.
- RICK CUMMINGS, President Programming Emmis Communications: We’re just not top-of-mind. Critical to on mobile devices to “get our cool back”.
- Lots of stations aren’t using Radio Data System. ALL STATIONS NEED TO USE IT! It helps compete with iPods, Zune, etc. (RDS = displays song, artist info on radio displays)
- Lots of talk about “getting our cool back.”
CYNDEE: “Do the stations have to program differently for the online stream?”
GEORGE ROMANO, Executive VP Programming, Clear Channel Radio: “No. It’s the radio station.”
WHICH HALF OBSERVATION: WHA?????? I think we need to program a little differently because of how listeners are used to using online music. But that’s just me. I can’t believe that a top programmer wouldn’t realize that listening online is different that on-air. Especially with the likes of Pandora and Jelli popping up, listeners are being conditioned to listen much differently online, namely the fewer number of interruptions.