Question(s) For Programming Experts

[RockMustLive]

I'm an outsider to the radio business, but I've always been curious - how much work actually goes into deciding what gets played on the air? And why do these corporations feel like this little market needs so many country and classic rock stations?

It just amazes me how much great new rock music (and other genres) that you never hear on terrestrial radio. I mean, these other formats seem to have their place and that's great. But you would think that some smart executive would decide to have a station that really focuses on new music. It doesn't even have to be really obscure stuff, but those songs you always hear on the car commercials I have XM and they have a channel that plays those type of tunes, it's really good.

So, I guess what I'm asking is, are these companies just too afraid to take a risk?

 

[grandoleopry]

In answer to your question in a nutshell.
Commercial radio is dependent upon advertising revenue and
the key to increasing sales is your listenership in the 25 - 54 demo cell.
Therefore stations program toward acheiving the maximum listenership
in this age group. When ad agencies are placing buys nationally and regionally
the 25 -54 demo is very important. There is considerable research that goes
into what gets played on most stations, including regular audience testing
of music. It is that research that helps station management decide what
format to program. Essentially ,whatever you program must be familiar and
appealing to potential advertisers.

 

[RockMustLive]

Thanks for your answer! To me, it just seems like a lack of diversity is hurting the industry. I've never lived in a market like NYC, but I wonder how it might differ in terms of variety.

 

[HardCore]

New York City is extremely varied, but that's because there's nary a dial position that you can't find a station of some sort. You've got New York, the outskirts, New Jersey, Connecticut, and all the little blowtorches outside the lines that filter into the tri-state area on a clear night. You're bound to hear something a little different than what you'd find here in Harrisburg, Pennsylvania.

But the radio industry does not, and should not, care about "diversity." Nor should the industry strive for "diversity" simply for its sake. It should care about making money and surviving, in good economies and bad. And often, perhaps a bit too often, that entails playing it extremely, nauseatingly, safe. Frustrating? You betcha. I used to want to see every envelope pushed, but I'm a grown-up now. If listeners are being served by a safe product, and jobs and revenue aren't being threatened, then it's a happy day in Radio, Version 2009.

 

[PARADIOVET]

It should care about making money and surviving, in good economies and bad. And often, perhaps a bit too often, that entails playing it extremely, nauseatingly, safe. Frustrating? You betcha. I used to want to see every envelope pushed, but I'm a grown-up now. If listeners are being served by a safe product, and jobs and revenue aren't being threatened, then it's a happy day in Radio, Version 2009.

and how is that working out for the industry?

 

[RockMustLive]

It should care about making money and surviving, in good economies and bad. And often, perhaps a bit too often, that entails playing it extremely, nauseatingly, safe. Frustrating? You betcha. I used to want to see every envelope pushed, but I'm a grown-up now. If listeners are being served by a safe product, and jobs and revenue aren't being threatened, then it's a happy day in Radio, Version 2009.

and how is that working out for the industry?

Exactly - it seems people are losing jobs left and right. I think diversity is what can attract people back to the medium. And when you have the listeners, you have a shot at more advertisers. To me it seems like traditional radio is pushing people that care about music away. That's why I've had an XM for several years (yeah I know, not in great financial shape either). But iPods and internet radio are taking a lot of listeners.

No offense to anyone, but we have like 4 stations just in this little area you can consider "classic rock" or something similar. There's not a whole lot differentiating them. IMO it just doesn't seem to make sense.

It's funny because you can have a band like Radiohead, who pretty much tops the charts with every album and yet they get next to no airplay outside of the big city. It's also a bit sad when you can hear a more diverse selection of new music on an iPod commercial than you can on your local radio dial.

 

[Seltzer]

People want to hear the hits. That being said, there's technology out there now that allows listeners to be more involved and yet
the station still maintain some control. The problem is....very few stations do any music research anymore. So there's a lot of
guessing going on.......

 

[RockMustLive]

I was actually wondering if stations just look at charts to decide what gets played or if it's corporate mandate, etc. Does a programmer at a typical station have much say if they want to play something different?

 

[Seltzer]

I think it depends on the company. My understanding is some companies send out weekly lists that must be followed to a t, others send out recomended playlist adds and the PDs decide. Unless you have no corporate programmer or consultant, a number of hands are in the decision making process.