CBS radio has a pretty significant leg up on Pandora and Yahoo radio with its seemingly white-labeled streaming portal on which most of their national terrestrial stations as well as some internet-only specialty streams that leverage their $280,000,000 last.fm investment.
Great strategic investment. CBSRadio has the capacity to be website everyone goes to in order to hear the programming they want to hear. The problem is, after hundreds of millions of dollars in strategic investment, their operational strategy is cheap, putting the entire project at risk.
The premise is this: as long as listeners are streaming through the CBSRadio portal, CBS ought to be indifferent to what specific channel the listener is hearing. Because internet cookies allow digital marketers to see exactly who the person being targeted is, the need to build channels that aggregate large demographic groups has become at best redundant. The new goal is to build a holistic strategy that has programming for every niche.
The problem is that they are still allowing cluster managers to make programming decisions. These decisions lead may lead to short-term increase in profits of the cluster, but, as we all realize, radio is in the process of being replaced with wireless internet streams. A strategy like that which is going on at K-Rock2 right now, where the local programmer is trying to attract a larger audience, seemingly a no brainer from a terrestrial mindset, leads to tuneout on an internet basis. In the best case scenario, it the tuneout becomes tunein on another CBS radio property accessible through the portal. But in other cases it becomes tuneout onto YouTube, Pandora, some other stream the world site, or some other site entirely. This tuneout engenders brand loyalty elsewhere, needlessly, as CBS radio’s technology has the capacity to attract and support all demographics, putting the entire strategic technological investment at risk.
To solve this problem, CBSRadio needs a national programming director, responsible for ensuring that all the possible permutations of radio are represented, and that tuneout is minimized so discourage brand switching.
Stream the world is a turnkey solution, how long will it be before the other terrestrial operators enter this market? CBS has to create this new position and get its national programming strategy in order before serious competition turns CBS radio into another Yahoo.
Great strategic investment. CBSRadio has the capacity to be website everyone goes to in order to hear the programming they want to hear. The problem is, after hundreds of millions of dollars in strategic investment, their operational strategy is cheap, putting the entire project at risk.
The premise is this: as long as listeners are streaming through the CBSRadio portal, CBS ought to be indifferent to what specific channel the listener is hearing. Because internet cookies allow digital marketers to see exactly who the person being targeted is, the need to build channels that aggregate large demographic groups has become at best redundant. The new goal is to build a holistic strategy that has programming for every niche.
The problem is that they are still allowing cluster managers to make programming decisions. These decisions lead may lead to short-term increase in profits of the cluster, but, as we all realize, radio is in the process of being replaced with wireless internet streams. A strategy like that which is going on at K-Rock2 right now, where the local programmer is trying to attract a larger audience, seemingly a no brainer from a terrestrial mindset, leads to tuneout on an internet basis. In the best case scenario, it the tuneout becomes tunein on another CBS radio property accessible through the portal. But in other cases it becomes tuneout onto YouTube, Pandora, some other stream the world site, or some other site entirely. This tuneout engenders brand loyalty elsewhere, needlessly, as CBS radio’s technology has the capacity to attract and support all demographics, putting the entire strategic technological investment at risk.
To solve this problem, CBSRadio needs a national programming director, responsible for ensuring that all the possible permutations of radio are represented, and that tuneout is minimized so discourage brand switching.
Stream the world is a turnkey solution, how long will it be before the other terrestrial operators enter this market? CBS has to create this new position and get its national programming strategy in order before serious competition turns CBS radio into another Yahoo.