Over theyair radio is not dead as some people would like you to believe
We've been hearing it quite a bit lately. How radio terrestrial radio is dying and will be gone in a few years. Some are saying people are flocking to satellite radio in droves because of radio stations becoming more automated and sounding "cookie cutter" playing the same thing no matter where you travel. Is radio really on its death bed? I think not. The fact is this predicting the death of radio has been going on for decades. When TV first came along it was going to be the end of radio. When FM radio came along AM would not survive. When 8 tracks became popular that would surely be the end of radio. Same when CD's came out. Now with the invention of I pods, the internet, satellite radio etc we are hearing it again. The truth is that a very small minority is willing to pay the twelve bucks per month for satellite radio. Most people are happy with radio the way it is. Also automation and voice tracing have been around for decades. Granted it was not as easy to do but trust me it was around. People also forget that cookie cutter formats have been around since the sixties. Even when DJ's like Larry Lujak and Robert W Morgan were on the great top forty stations of the past, those stations still played the same songs over and over again. No one seems to want to remember that fact. Also people were listening to the old TM stereo rock formats of the seventies and eighties which were automated and did not complain about it. There were poorly programmed stations long before Clear Channel came along. There are those who say that all Clear Channel stations are programmed from a central office and all there stations especially the Kiss Fm stations sound the same. Both of these are myths. First, each station has its own program and or music director. Also not all Kiss FM's sound the same. Some are Rock leaning top forty stations, some are pop leaning and some are rhythmic leaning. So those who say that all top forty stations are the same must not listen to much top forty radio. As I said earlier, the top forty stations of the past played the same songs over and over again. That is what most radio listeners want to hear. They want to hear their favorites. Stations have tried playing unfamiliar songs and people flip to a station playing something more familiar. Those who would stick around to find out what the unfamiliar song might be are in the minority. Stations have tired this and their ratings have suffered. Again, most people are happy with what radio is doing. Playing their favorites. People also complain that radio is not live and local anymore. As mentioned earlier. radio has not been live and local for a long time. Automation has been around for a long time. Long before deregulation. I maintain that people chose not to remember this. It is a product of selective memory. People want to remember things the way they wish they were and not the way the actually were. The automated stations of the past also used piped in DJ's from companies like TM century and Drake Chanuldt along with reel to reels and the stations would play these and insert their local weathers and commercials. It could be pretty funny when the system would fire the wrong event. Now automation is much easier and less likely to screw up but it has been around for a long time. Something else to think about. People complain about radio not being local but no one ever complains about TV not being local. When was the last time you saw an actual local programmed TV station. You see the same program from town to town and TV has been using networks since it began but no one seems to find anything wrong with that but they insist radio be local. I find that to be an interesting double standard. If used correctly automation is a good thing. I will admit that there are stations that are just plugged in to a satellite and forgotten about. You never hear a weather update, you're lucky if you hear news or any connection to the local community. Those kinds of stations have been around for decades. Long before the Clear Channels of the world. There's always going to be poorly programmed stations.
This is not to say radio should ignore satellite radio, I pods, etc. That would be dangerous. Right now satellite radio has about nine million subscribers between the two companies SIRIUS and XM. Remember back when Direct TV and Dish Network started out ten years ago. Cable companies did not take them very seriously. I remember the head of the cable company where I live said, "Companies like Direct TV and Dish Network will be popular among tech geeks but that's about it." Boy was he wrong. I can only think of a couple people I know who have cable. Satellite TV is seriously cutting in to cable companies profits. This could happen to radio if terrestrial radio does not do a couple of things. First. Connect with you're local community. You can do this even if you run a satellite feed 24/7. Run p s a's, in the commercial breaks, tell people what is happening around town, do local news, These are things satellite radio cannot do. It is true that satellite radio can give weather reports but it only gives those for the biggest markets and cannot tell you about the tornadoes heading for your house. Terrestrial radio can do this. Satellite radio is good at delivering formats that aren't on terrestrial radio. If I want top forty, I have a great top forty station in my area. same for rock, country, oldies, Adult Contemporary, but for the notch formats that have not worked on radio like eighties wich I happen to be a big fan of but as a format on terrestrial radio failed miserably. It was too nitch. Same with the all seventies formats back in the nineties. They were hard to sell and appealed to a narrow audience. Satellite radio can serve this purpose by giving people a choice. If you want to hear classic pickloe music you can turn on satellite radio but most people are happy with radio the way it is. If classic pickleoe music worked on terrestrial radio they'd be doing it. The fact is most people are happy with what is being piped out over the air waves. I think radio will survive just fine in the new century. There is room for both terrestrial radio and satellite radio just as there has been room for terrestrial radio and TV, 8 tracks, cassettes, cd's and anything else technology throws our way. There will always be people who are looking for something more than the average person. Those are the people who will be using alternative means of getting their radio. There will always be people predicting the death of radio just as they have been for decades
This is not to say radio should ignore satellite radio, I pods, etc. That would be dangerous. Right now satellite radio has about nine million subscribers between the two companies SIRIUS and XM. Remember back when Direct TV and Dish Network started out ten years ago. Cable companies did not take them very seriously. I remember the head of the cable company where I live said, "Companies like Direct TV and Dish Network will be popular among tech geeks but that's about it." Boy was he wrong. I can only think of a couple people I know who have cable. Satellite TV is seriously cutting in to cable companies profits. This could happen to radio if terrestrial radio does not do a couple of things. First. Connect with you're local community. You can do this even if you run a satellite feed 24/7. Run p s a's, in the commercial breaks, tell people what is happening around town, do local news, These are things satellite radio cannot do. It is true that satellite radio can give weather reports but it only gives those for the biggest markets and cannot tell you about the tornadoes heading for your house. Terrestrial radio can do this. Satellite radio is good at delivering formats that aren't on terrestrial radio. If I want top forty, I have a great top forty station in my area. same for rock, country, oldies, Adult Contemporary, but for the notch formats that have not worked on radio like eighties wich I happen to be a big fan of but as a format on terrestrial radio failed miserably. It was too nitch. Same with the all seventies formats back in the nineties. They were hard to sell and appealed to a narrow audience. Satellite radio can serve this purpose by giving people a choice. If you want to hear classic pickloe music you can turn on satellite radio but most people are happy with radio the way it is. If classic pickleoe music worked on terrestrial radio they'd be doing it. The fact is most people are happy with what is being piped out over the air waves. I think radio will survive just fine in the new century. There is room for both terrestrial radio and satellite radio just as there has been room for terrestrial radio and TV, 8 tracks, cassettes, cd's and anything else technology throws our way. There will always be people who are looking for something more than the average person. Those are the people who will be using alternative means of getting their radio. There will always be people predicting the death of radio just as they have been for decades