Maybe it's just the discussions I read, but there seems to be a lot more emphasis on Classic Hits and how we wish they would go "deeper".
Oh, that discussion has been going on for a couple of decades now.
What people do not understand -- even after all this time -- is that radio in general is a mass appeal medium, and every format has to play "consensus favorites" to hold an audience. Taking Classic Hits as an example:
When someone tunes in, they have a reasonable expectation of hearing songs they like. And the programmer's job is to make sure that the songs in rotation are ones that the vast majority like. It does
not mean "every song that
any potential listener likes." And that's where the complaints about "going deeper" come from.
We do research and the songs that get the highest ranking among the majority are the ones that get played. Everyone is going to have their own personal favorites, and a lot of those are not going to rank high among a cross-section of listeners. And the absolute
last thing any programmer wants to do is play a song that the majority didn't rate high ... because that leads to tune out.
And to those who say "if you would just take a chance on a wider playlist, the audience will stay tuned in": You're wrong, and it has proven over and over again. The typical listener (and BTW, advocates of "going deeper" are
not typical) will not sit through a lot of songs that aren't ones they really like, waiting for one that they do. Every time a station -- regardless of format -- comes in and challenges a "tight playlist" station wiyj a "deeper" one, the challenger
always loses and the original station's numbers go up instead of down.
The first time I held the PD post was 1978. That's right, almost a half-century ago. And "consensus favorites" was already gospel; it's only become more so as radio has become more competitive. The only way to go even
slightly deeper is to make a feature out of it, like my own hourly Forgotten 45. But even then, I do a lot of research to determine which songs fit, and how often they can come up in active rotation after a rest period. Those still aren't going be the songs three people out of 1000 want me to play "because they like it".
Let me put it into perspective: The number of songs in my Forgotten 45 category is a little over 500. The power and accent categories that play everywhere in the hour outside of that feature total around 425. I guarantee you my audience want to hear those 425 a lot more often than the other 500. They want familiar. They want the aural equivalent of comfort food.
If you want to hear songs that mainstream radio doesn't play, do what I do. Listen to your own MP3 collection. You'd be surprised at how man songs are on my player that I could never program.