Black Information Network

[AMRocks]

WGVL, 1440 Greenville, is now part of BIN, the Black Information Network. The flip happened June 30, 2020.

It was a wasted signal in the Upstate, so why not?

BIN is all news (at least during the day when I was listening.) It's actually rather boring.

I'm giving it 8 months to a year before it's dead - or at least massively modified.

 

[b-turner]

I disagree. If you've Google the network, you'll see it is being funded by several major companies in addition to advertising sales. It is said the network is profitable from day one. In addition to the format, BIN will provide news to other stations Urban oriented formats (I'm sure that means iHeart first and foremost followed my any market where there is not an iHeart urban station). While the delivery might be boring at this point, the network is very new...a bit more than 60 days old. I suspect the network will evolve and adjust to fulfill the goals in place. I doubt it will be dead in the water because of the big dollar backing. Funny thing about that sort of backing: once you start, you can't stop without huge repercussions.

 

[RFCCRadioAudio]

WGVL, 1440 Greenville, is now part of BIN, the Black Information Network. The flip happened June 30, 2020.

It was a wasted signal in the Upstate, so why not?

BIN is all news (at least during the day when I was listening.) It's actually rather boring.

I'm giving it 8 months to a year before it's dead - or at least massively modified.

News at it's core isn't meant to be entertaining in the first place. News is daily, hourly, even up to the minute important information. How are you going to know what's going on in your city, state (province for those "up north"), country or the world if you don't pay any attention to the news? Also, is the "Black Information Network" boring to you because you're mad there's no "White News Network" blowing smoke *********?

EDITOR NOTE: OFFENSIVE LANGUAGE DELETED

 

[davideduardo]

News at it's core isn't meant to be entertaining in the first place. News is daily, hourly, even up to the minute important information. How are you going to know what's going on in your city, state (province for those "up north"), country or the world if you don't pay any attention to the news?

News can be serious, in NPR or BBC style. Or it can be more entertaining and even scandalous in the old CKLW and National Enquirer model. There is no hard and fast rule, or cities like New York would not have had multiple big papers not long ago... each with a particular style.

"News" means the story of anything going on, from a loose dog in the neighborhood to the death toll in Afghanistan. Each station and website and journal takes the items that fit its philosophy and style.

The Wall Street Journal will take a different approach to the same story than the New York Daily News will. It's all about the user's interest.

 

[kf4rca]

I have yet to hear a single local spot on their affiliate here. Apparently their clients, from their conservative talker days, didn't follow them to the new format.
Or could it be they don't want to be associated with something that is color specific? It would be the same as if it were the White Information Network.

 

[TheBigA]

I have yet to hear a single local spot on their affiliate here.

Hard to sell local spots when they don't have any ratings data to present to advertisers. It will take a while.

In the meantime, the network has national sponsorship from Bank of America and several other major advertisers:

https://variety.com/2020/digital/news/iheartmedia-bin-black-information-network-launch-1234694146/

For the launch of BIN, iHeartMedia has adopted a sponsorship model, inking deals with Sony Pictures Entertainment, Bank of America, CVS Health, Geico, Lowe’s, McDonald’s USA, 23andMe and Verizon. Those marketers “will be able to deliver important messages to BIN’s audiences and serve as a platform for philanthropic and community outreach to build brand connection and support the Black community, as well as use it for advertising messages as needed,” according to the company.

 

[boombox4]

What happens if they never get decent (or even marginal) ratings?

 

[TheBigA]

What happens if they never get decent (or even marginal) ratings?

They're not selling ratings. They're selling reach. There are lots of ways to sell radio stations other than ratings. That's why you hear infomercials on low rated AM stations. The sponsors know what they're getting. iHeart has packaged this with other platforms for the sponsors.

As far as local sponsors, you may never hear any local ads on the BIN stations. That's why iHeart wants to own the stations. That way they control the expectations. If the ratings suck, the station won't drop the programming because the station's owned by iHeart. This is not a traditional radio network. I would compare it to what Radio Disney did with low-rated AM stations a while ago. It's a marketing tool.

 

[AMRocks]

Most new "news" stations die quickly. FMs in Philly, Chicago and Atlanta come to mind. All news is very expensive and they'll need ratings. As kf4rca said, there have been no local spots. I barely hear network ones. Lots of "fill" with little vignettes.

My guess is that they will evolve, as you said, and add black talk to cut costs.

It's nice that major companies have funded it to start, but if there are no ratings for the network, it won't last. Those companies will slowly pull out.

Also, why here in Greenville, don't they put it on an HD-2 or 3 of one of their big FMs too? I mean, 102.5 is running lullabies!!!!

 

[AMRocks]

News at it's core isn't meant to be entertaining in the first place. News is daily, hourly, even up to the minute important information. How are you going to know what's going on in your city, state (province for those "up north"), country or the world if you don't pay any attention to the news? Also, is the "Black Information Network" boring to you because you're mad there's no "White News Network" blowing smoke *********?

EDITOR NOTE: OFFENSIVE LANGUAGE DELETED

Man. That's REALLY offensive. You have no idea who I am or what I believe. Please don't be ignorant.

 

[davideduardo]

It's nice that major companies have funded it to start, but if there are no ratings for the network, it won't last. Those companies will slowly pull out.

All it is going to take is a minimalist ratings showing... even if it gets 0.4 to 0.6 in the average market... to achieve success. Maybe, in fact, even less.

The current desire of companies to reinforce their image as supporting improved opportunities for African Americans is not going to be a short-term trend. It's going to be a change in attitudes and awareness, and advertising on a radio service that addresses Black decision makers will be one way of showing support.

Remember, Bloomberg's AM in NYC gets around a 0.3 in 25-54 and about a 0.6 in 12+, but it bills a little and serves as a reinforcement of the Bloomberg financial information system. Were it not a useful part of the organization, it would have been dropped a decade ago.

 

[TheBigA]

Were it not a useful part of the organization, it would have been dropped a decade ago.

That same method is being used here. BIN is not simply a 24/7 news format, but it is also a syndicated hourly news service, an online information service, and a brand marketing system. This focus on one aspect of it ignores the other products in the package. The sponsors are getting brand identification that goes beyond simple advertising.