As much as I would like to disagree with satellite, commputer automation and non-local and not live programming TheBigA makes some very valid points.
The entry into broadcasting is dictated by the highest bidder on new frequencies or multiples that were once a bit lower. The money saved in operating tends to go to paying off the initial investment. It might take fewer real dollars to run a station today than the pre-1980 heavily regulated days, but the initial investment is bigger.
The talent pool has moved from the deep end with high dive to the kiddie pool. The trend began in the 1980s when small market training grounds found they could put up a dish and have a smoother operation. The operators, especially in small markets, always complained about jocks breaking format, having a party at the studio or trying to smooth over the situation where the 22 year old jock was dating the biggest client's 15 year old daughter, not to mention the constant search for replacements when a job would get a 'can you be here tomorrow' from a larger station.
The lack of new entry positions meant eventually mid-range talent got the squeeze as satellite and computers replaced jocks. It now is going on in major markets in most dayparts. The number of live and local talent in the pool is now small although many talented people had that painful choice of taking a job outside radio.
There are too many stations. I think that is not an across the board statement. Sure a town of 8,000 might have 5 stations owned by 2 companies, but for the most part, many areas have not seen such an influx. I know of several growing markets where stations are leaving because a major metro is less than an hour away. The dial is just too crowded to gain more stations.
Radio has worked hard to find the common denominator. Think of radio as an ice cream store. They have 75 flavors. Some are decadent concoctions and others are pretty mass appeal. In our effort to find the larged audience without alienating anyone we found ourselves content to only offer one flavor, vanilla. Everybody likes vanilla. It's what you add to vanilla that creates the hot fudge sundae or banana split or float or milkshake. In short, radio ended up losing that special status. Before you call me on this, let me ask you if a burger is a burger no matter who makes it or a steak a steak whether it's a family restaurant or steakhouse? Radio used to be much like restaurants...they had their special 'flavor' that people claimed as their own. Now, not so much.
Is there the money for live and local and investment dollars to try something different? No. Radio is not a good investment. My Dad sheds light on radio by saying why would someone want to pay such a high price or tie up so much money for so many years before you can earn any cash? Why would anybody want to operate some business so tightly controlled by the whims of a Federal Agency that can change the rules at any time.
Will any of this change? I think so. Everything changes and evolves with time. At this moment, radio is off stage in the dark looking for a way to jump in the spotlight.
