Virgin Radio Beat - 06/08/2006 - KIXI, Local v. National Syndication

[schoolshrink]

I thought this was one of his best articles. It is great to have someone write as well as Bill on the topic of radio, from an unbiased observer's perspective. Great Job!!! http://seattlepi.nwsource.com/tv/273069_radiobeat08.html

 

[70radio]

Radio listeners, particularly young ones, have defected because they don't like the commercials, the limited variety of music and the inane chatter of traditional radio -- or so the conventional argument goes.So what does radio do in response? Stick with what it's doing? Go to more syndicated programming, becoming a sort of iPod or jukebox of the air? Go to even more personality-based and free-form radio, such as was heard in the 1960s and 1970s? THE LAST SENTENCE IN THE ABOVE PARAGRAPH FROM MR. VIRGIN IS, INDEED, THE ANSWER or at least a big step in the right direction.

 

[ronrob]

Significant...nay, IMPRESSIVE.. that KIXI's loss of local hosts has stirred more reaction than any other issue in the 8 years Virgin has been writing his weekly column.Seattle listeners DO care.

 

[70radio]

Seattle listeners DO care and, ironically, it's that group of listeners in the 50+ demo seemingly forgotten by most programmers and certainly advertisers and agency buyers!

 

[SavoyBrown]

Well said Bill. Unfortunately his wisdom will fall on deaf Sandusky ears.

 

[TheVisionary]

Radio listeners, particularly young ones, have defected because they don't like the commercials, the limited variety of music and the inane chatter of traditional radio -- or so the conventional argument goes.So what does radio do in response? Stick with what it's doing? Go to more syndicated programming, becoming a sort of iPod or jukebox of the air? Go to even more personality-based and free-form radio, such as was heard in the 1960s and 1970s? THE LAST SENTENCE IN THE ABOVE PARAGRAPH FROM MR. VIRGIN IS, INDEED, THE ANSWER or at least a big step in the right direction.

I agree completely. People have predicted that every new medium would be the death of radio, and every time they've been wrong, but that's because radio has always stepped up and done something different to distinguish itself. Unfortunately right now with business people not radio people running this industry, there aren't a lot of people taking chances on new and innovative ideas.

 

[70radio]

Virgin talks about the most response to any topic in the 8 year history of his column...I just did a little math here on radio-info.com. Over 2500 views and 44 posts re KIXI!!!

 

[TowerLamp]

Virgin talks about the most response to any topic in the 8 year history of his column...I just did a little math here on radio-info.com. Over 2500 views and 44 posts re KIXI!!!

Bill Virgin nailed it and it should be a hot topic on this board. This a management broadside at everything that's good about radio. I'm sure that Mr. Kaye and his Sandusky cronies figured they would quietly flip the switch and the old farts would scarcely notice. That's the arrogant view of so many radio GM's/owners these days. Personality doesn't matter...It's all about music tests, format clocks, Selector and perecptuals...blah. blah. The fact that Brooks and his crew created real personality out of the sows-ear budget they were given is nothing short of amazing.It's time that radio did wake-up. Listeners will never be able to vocalize that the real reason they tune in IS the personality. Sure the music is the draw, but the jocks (if they're good) cement the relationship. To listeners radio is an appliance, like a toaster. They just don't spend a lot of time reflecting on why they turn it on..."Oh, the music I suppose...I hate the commercials and when the DJ's talk to much..." I've seen it on a thousand diaries and CMT forms...They'll never verbalize "It's a companion". But that's exactly what GOOD radio is, a companion. That's what KIXI was. KIXI had a true local flavor. The jocks all sounded like people we know, who knew about cool stuff and talked to us like we were just leaning over the fence chatting.I don't wish it on the switchboard, they didn't do anything wrong...but call them up and give them hell! If public pressure can force KING TV to recall Jeff Renner after blowing him out why not pressure Sandusky into putting KIXI back together...or better yet, a Sandusky competitor. With all these HD2 channels coming on line...there's gotta be a way!

 

[LITTLEBOYBLUE]

If public pressure can force KING TV to recall Jeff Renner after blowing him out ...

Ironically I've been wanting to call the KING-TV switchboard for the last "x" number of years to say "you had it right when you bagged him".....!!!

 

[TowerLamp]

Ironically I've been wanting to call the KING-TV switchboard for the last "x" number of years to say "you had it right when you bagged him".....!!!

LBB...Now that's LOL funny...You got me good!

 

[jdweaver]

It's an issue of pain. Until radio is really in pain - I mean the 'the Sheriff's at the door' kind of pain - they won't do anything substantially different. It's easy to beat up management - but the pattern exists with any industry. Look at GM and Ford. A 12-year old kid could have told them they were in trouble in 1985 - but they ignored every single sign of impending doom until the past couple of years. Radio is a huge cash cow...revenues aren't growing, but these stations still generate great cash flow. So until that dries up we aren't likely to see much innovation.