You're the PD

[LMFAO]

just saw this on LA and Tampa board, and it looked like a fun topic.
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It's time for Radio's favorite new game....

YOU'RE THE PD!!!

Here's the scenario: a major radio corporation has hired you to bring a new station to Tampa. You have total control on EVERYTHING: programming, hiring, sales, promotions, you name it.

Feel free to post what you would do to have a successful station on in Market #19. Tell us about
who you'd have on the air, what kind of promotions you'd have, how would you market your station, who are your core artists, etc. The possibilties are endless! Have fun!!!
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[Eli Polonsky]

Here's the scenario: a major radio corporation has hired you to bring a new station to Tampa. You have total control on EVERYTHING: programming, hiring, sales, promotions, you name it.

Feel free to post what you would do to have a successful station on in Market #19. Tell us about who you'd have on the air, what kind of promotions you'd have, how would you market your station, who are your core artists, etc. The possibilties are endless! Have fun!!!

I've never been to Tampa and I'm not familiar with the demographics there, so I can't say.

 

[content]

I'm pretty sure the question was cut/paste for adaptation to the Boston board.

 

[LMFAO]

Yo, Eli, why you gotta be like that? YES - I mean BOSTON.

It's time for Radio's favorite new game....

YOU'RE THE PD!!!

Here's the scenario: a major radio corporation has hired you to bring a new station to Tampa. You have total control on EVERYTHING: programming, hiring, sales, promotions, you name it.

Feel free to post what you would do to have a successful station on in Market #11. Tell us about
who you'd have on the air, what kind of promotions you'd have, how would you market your station, who are your core artists, etc. The possibilties are endless! Have fun!!!
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[salesdawg]

I'd bring back the old 68 RKO crew from the 70's.........Charlie Van Dyke, Johnny Dark, Dale Dorman...............and play disco, disco, disco!!!!!!

 

[Lucylu]

I'd get a bunch of young, creative kids and let them program their own shows. Oh wait, does this station have to make money? Nevermind.

 

[odomski]

Lucy says: I'd get a bunch of young, creative kids and let them program their own shows.

I say: That description matches your typical college radio station.

 

[Varulven]

Real Talk Radio.

Let the disc jockeys / on air personalities that the Program Director chooses - because they have the skills -
do real talk radio

---without the Conservative slant of Howie Carr

---without the Shock Jock genre that Howard Stern started

---without the limitations that a "Progressive" talker Ed Schultz and a "Conservative" Rush Limbaugh
have

Perhaps a combination of Howie Carr's informative interviews (Ray Manzarek, William Shatner) and some of the
investigative reporting or journalism that a Jerry Williams brought to the table (before Jerry Williams added the sex show stuff towards the end).

Carr does a great job with Manzarek and Shatner, a terrible job with Diana Ross and Davey Jones "We're talking to Peter Noone"...Jones walks away. Someone who can bring that variety show atmosphere to a talk station with some music and some Jerry Williams-style investigation of the big dig without leaning one way or the other politically.

That's what radio needs today - some ENTERTAINMENT. Mixing entertainment with one-sided politics can get dull. Stephanie Miller has much potential - she overdoes it. Remember, I'm on her side, but after 20 minutes of it...it's impossible to listen. "Balance" is something few on the air have today.

Opie & Anthony and Toucher & Rich are not part of this equation. They are going for that younger demo.

As P.D. I would bring a general entertainment and investigative journalism mix together and try not to lean one way or the other with the politics.

David Brudnoy almost had the mix; because he was on at night he could be more intellectual and get away with it. He was almost there - but it got much too cerebral. I don't think that would work well in drive time in 2006. But something along those lines without the heady stuff - even though WBUR does get a following with that holier-than-thou position (which, I admit, I enjoy - but there's that political thing there again).

Also, Harvey Wharfield's conspiracy show that was on New Hampshire's Tiger Radio was too far to the left. Harv has the skills to deliver, but his politics might slip into the mix, just as Howie Carr's Republican slant definitely would.

 

[Mickey37]

The Clock, for my station in Tampa, all times in military time -

0500-1000: Local issues magazine style hosted by Tom Bergeron. For those who remember his radio days in Boston, this would be right up his alley. 5-minute news blocks on the top and bottom of the hour.

1000-1200: The Tropicana Orange Juice Health and Nutrition show with Ann Cody (WZLX alum). She had a great voice.

1200-1400: Hot Topics interview/call-in show, with Anita Bryant and Marjorie Claprood

1400-1600: The Best Of Howard Stern and Opie and Anthony, three or four segments an hour, rotating

1600-1700: Financial Markets Wrap-Up show. The older demo in Florida likes to keep track of whatever money they have. Not all in Southern Fla are wealthy.

1700-1900: News/weather/sports

1900-2359: sports programming, mix of call-in, pro and college play by play

2400-0500: the jordan rich show

 

[chitchatjf]

Music of course.

""From do-wop to hip-hop, it’s six decades of the best oldies and today’s hits too."

I would have an eclectic mix of rock,pop,and soul from the 50s to today with a few currents tossed in. Although it would generally be an oldies station I would toss in 2 currents an hour (and yes I would play hip hop) There would be a greater emphaisis on rythum and other party based cuts,but I would definatly keep the classic rock in the mix.

My annoucers could pick around 3 or so tunes to play each hour,giving a flavor of freeform.

 

[Lucylu]

Lucy says: I'd get a bunch of young, creative kids and let them program their own shows.

I say: That description matches your typical college radio station.

Or BCN in the late 70's early 80's (almost)

 

[Eli Polonsky]

Lucy says: I'd get a bunch of young, creative kids and let them program their own shows.

I say: That description matches your typical college radio station.

Or BCN in the late 70's early 80's (almost)

In those days, there was so much excitement around the good, more accessible trendy "punk" and "new wave" coming out, as well as so much good stuff still coming out in regular rock'n'roll, that you could get away with programming an AOR like that and get ratings. Boston was one of the cities on the forefront of appreciating the music that was coming out in those days, with a relatively adventurous audience.

But,........................ now?

 

[Lucylu]

I wouldn't be surprised that if some station with a strong signal actually had the guts to try it they'd find the same 'relatively adventurous audience', well, maybe the kids of that same relatively adventurous audience. Of course, what station would have the 'balls' (if you will). None. That's what made stations like BCN so great back then and stations like BCN so lame now.

 

[content]

The revolution has moved beyond FM. Not AM, Not XM, Not Sirius....its all about Internet. I don't expect FM radio to take an adventurous stance toward attracting a young audience, until some form of digital media has already developed a winning formula. There is currently too much on the line to take a real risk on a signal of impact.

 

[Brooklyndon]

Freak FM

I'd do "Freak FM."

The marketing would be "Get your Freak on."

Mornings 6-10, I'd have a radio show that simply played top 10 rap and rock hits from 1993 to today. I'd pledge to only play songs older than 3 months 1 time week, and only play songs newer than three-one month month old only 5 times a weak, and songs newer than 1 month 20 times a week. I'd try to keep an even mix of old and new. Most of the newest songs would be pay-for-play. I'd break for one 30 second spot after every song or "news" clip. There would be no jocks mornings, but I would have a news desk reading non-sequiturs and I'd contract with the daily show to play the shows opening 5-10 minutes at every hour. I'd also have the "news" staff do reviews of ski resorts, surf breaks, malls, bars, cars, gas stations, foreign cities, or any other location willing to pay for us to do the news story on them. The emphasis would be on quality, and these news stories would be unbiased, upside and downside would be reported...if the quality was poor we'd report it. Its the Goldman Sachs approach, only the most quality for our valued clients.

Middays I'd have a duo, one a dj and the other an emcee (but not really a rapper), whose schtick would be boss and assistant. I'd stick to more of the pay-for-play heavy format with more emphasis on the last 3 months. At noon, I'd have an hour long throwback show to test out songs for the moring drive. For the last hour, I'd start replacing some of the rap with some white-friendly funk, soul, and black rock.

Afternoons I'd have Michael Baisden on. His show is extremely afro-centric, but the subject matter is very provactive and I think his delivery is mainstream enough to appeal to white audiences (just like Dave Chapelle was able to). To market this show, I'd play some of the most provocative clips during the morning drive.

Evenings would be "Indie Evenings." No jocks. I'd make sure the music would have enough umph behind it so people going out would listen to it.

Overnights would be all house and disco. I'd hire a flamingly gay drug addict and a stripper and just let them spin and talk super fast all night.


From a sales standpoint, I'd make money on pay for play. I'd list the playlist online with the time the song was played and provide listeners with a link to where they can download the song. I'd push the tsl in the morning, and how listeners would be likely to endure one 30 second spot then 10 minutes of commercials. I'd juxtapose the broad reach of this station against the pay-per-click type of advertising that is slowly killing segmented radio. This type of marketing will appeal to younger gen-xers and all gen-yers who have been upsold since birth. With such a passive aggressive approach towards ads, this in-your face marketing would be so hidden, it would actually be looked at as useful and fantastic. People could travel without moving.

Middays are pretty much a throw-away timeslot anyway, so i'd sell to coke, mcdonalds, coors, etc....Usual supects at noon. Go get soemthing to eat and drink. And alot of pay-for-play.

Baisden will be a tough sell at first, but he has crossover potential. I'd let the ratings climb, and then just hound Macy's, Herb Chanbers, etc.

Indie Evenings for college grads with paying jobs, try to sell American Appearel, upscale cosmetics, bars and clubs, newest computer gadgets.

Disco overnights is all freak-a-leak. I'd sell to hair salons and gentlemens clubs.

 

[Eli Polonsky]

The revolution has moved beyond FM. Not AM, Not XM, Not Sirius....its all about Internet. I don't expect FM radio to take an adventurous stance toward attracting a young audience, until some form of digital media has already developed a winning formula. There is currently too much on the line to take a real risk on a signal of impact.

Right, but like most (non-NPR) volunteer college radio, as far as I know it's still impossible for a producer/host to make any income, not even pocket change, from doing an internet show. There are many thousands of people streaming shows out of their own home studios and digital workstations, and it's practically impossible to get any advertisers, except perhaps a few bucks to put banner ads on your show web page if you can prove you're getting hits. As far as I know, internet webcasting alone is still just a labor of love for those who do it.

 

[content]

The revolution has moved beyond FM. Not AM, Not XM, Not Sirius....its all about Internet. I don't expect FM radio to take an adventurous stance toward attracting a young audience, until some form of digital media has already developed a winning formula. There is currently too much on the line to take a real risk on a signal of impact.

Right, but like most (non-NPR) volunteer college radio, as far as I know it's still impossible for a producer/host to make any income, not even pocket change, from doing an internet show. There are many thousands of people streaming shows out of their own home studios and digital workstations, and it's practically impossible to get any advertisers, except perhaps a few bucks to put banner ads on your show web page if you can prove you're getting hits. As far as I know, internet webcasting alone is still just a labor of love for those who do it.

At this moment, your statement is correct. But, that will change. 1-year, 2-years, 5-years? That is the question.

 

[epsilon]

Lucy says: I'd get a bunch of young, creative kids and let them program their own shows.

I say: That description matches your typical college radio station.

Or BCN in the late 70's early 80's (almost)

In those days, there was so much excitement around the good, more accessible trendy "punk" and "new wave" coming out, as well as so much good stuff still coming out in regular rock'n'roll, that you could get away with programming an AOR like that and get ratings. Boston was one of the cities on the forefront of appreciating the music that was coming out in those days, with a relatively adventurous audience.

But,........................ now?

Most radio stations now sound like they're programmed by people who don't really like music. ("Paris Hilton has a record? I've heard of her, we'll add it.") I'd rather listen to someone who knows music than something programmed by a bean counter in a corporate office a thousand miles away from the station.

If I were programming a station I'd also hire people who have encyclopaedic knowledge of rock'n'roll. The best show on American radio right now is Little Steven's Underground Garage. Steven instinctively understands the thread that links Little Richard to the Four Seasons to the Rolling Stones to Spirit to The Ramones to the J. Geils Band to Nirvana to Primal Scream to the Ranconteurs. He isn't afraid to play what Active Rock (unfairly) dismisses as "singles" bands like the Rascals and Paul Revere and the Raiders, or bands who aren't based on power chords like Elvis Costello or the Pipettes.

I'll take a DJ who lives and breathes music anytime over some knuckleheaded frat boy telling d!ck jokes for four hours.

 

[radiopromoguy]

Re: Freak FM

I'd do "Freak FM."

The marketing would be "Get your Freak on."

Mornings 6-10, I'd have a radio show that simply played top 10 rap and rock hits from 1993 to today. I'd pledge to only play songs older than 3 months 1 time week, and only play songs newer than three-one month month old only 5 times a weak, and songs newer than 1 month 20 times a week. I'd try to keep an even mix of old and new. Most of the newest songs would be pay-for-play. I'd break for one 30 second spot after every song or "news" clip. There would be no jocks mornings, but I would have a news desk reading non-sequiturs and I'd contract with the daily show to play the shows opening 5-10 minutes at every hour. I'd also have the "news" staff do reviews of ski resorts, surf breaks, malls, bars, cars, gas stations, foreign cities, or any other location willing to pay for us to do the news story on them. The emphasis would be on quality, and these news stories would be unbiased, upside and downside would be reported...if the quality was poor we'd report it. Its the Goldman Sachs approach, only the most quality for our valued clients.

Middays I'd have a duo, one a dj and the other an emcee (but not really a rapper), whose schtick would be boss and assistant. I'd stick to more of the pay-for-play heavy format with more emphasis on the last 3 months. At noon, I'd have an hour long throwback show to test out songs for the moring drive. For the last hour, I'd start replacing some of the rap with some white-friendly funk, soul, and black rock.

Afternoons I'd have Michael Baisden on. His show is extremely afro-centric, but the subject matter is very provactive and I think his delivery is mainstream enough to appeal to white audiences (just like Dave Chapelle was able to). To market this show, I'd play some of the most provocative clips during the morning drive.

Evenings would be "Indie Evenings." No jocks. I'd make sure the music would have enough umph behind it so people going out would listen to it.

Overnights would be all house and disco. I'd hire a flamingly gay drug addict and a stripper and just let them spin and talk super fast all night.


From a sales standpoint, I'd make money on pay for play. I'd list the playlist online with the time the song was played and provide listeners with a link to where they can download the song. I'd push the tsl in the morning, and how listeners would be likely to endure one 30 second spot then 10 minutes of commercials. I'd juxtapose the broad reach of this station against the pay-per-click type of advertising that is slowly killing segmented radio. This type of marketing will appeal to younger gen-xers and all gen-yers who have been upsold since birth. With such a passive aggressive approach towards ads, this in-your face marketing would be so hidden, it would actually be looked at as useful and fantastic. People could travel without moving.

Middays are pretty much a throw-away timeslot anyway, so i'd sell to coke, mcdonalds, coors, etc....Usual supects at noon. Go get soemthing to eat and drink. And alot of pay-for-play.

Baisden will be a tough sell at first, but he has crossover potential. I'd let the ratings climb, and then just hound Macy's, Herb Chanbers, etc.

Indie Evenings for college grads with paying jobs, try to sell American Appearel, upscale cosmetics, bars and clubs, newest computer gadgets.

Disco overnights is all freak-a-leak. I'd sell to hair salons and gentlemens clubs.

You, of course realize that Pay For Play is completely illegal...

 

[bostonmusicman]

I also saw this thread.. Does look fun. I agree with what most of you have said.

6-9am= Local Morning Show driven on the community.. but not so much talk... but not so much music.. The right balance.. more than 3 or 4 songs an hour.. but also news gossip traffic and guests. Music should be strictly kept to current Top 40... Similar to but not as girl targeted as Matty is. Do things within the city going to different businesses and profiling them. Promote the rest of the day

9-Noon= News and Talk--- If I were an ABC affil.. Pick up there online news coverage or find somebody to come on and discuss topics suggested by listeners or current news headlines. Involve listener opinion alot and have debate. Local News every 20 minutes.

Noon-1= Commercial Free All Request Lunch Break- Get a jock in and take only requests- No requests=no music. Any song is game. This would get people set to finish out the work day.

1-4= Music... I'd go for a Mix 98.5 blend.. with more Star music thrown in. You could also play Mondays-Rock (classic/alt/mod) Tuesday- Todays Hit Music Wednesday-Disco/Dance Thrusday-Soft Rock Friday-WHATEVER You gotta have the right DJ to pull this off though... Involve the listeners and get them on the air... who at home doesn't want to be there? Promote to call in between Noon and 4 Mon-Fri to get yourself on (Frequency) YOUR FM- Your news, your music, your station!

5-7= Essentially- A morning show in the evening drive. News, Gossip, Traffic, Guests, All Request Music. Hit as many demos as possible. Do a half hour commerical free traffic jam music mix where you just play all types.

7-8= Business/The Market-- Some kind of show to draw that demo in

8-830= Pick up news coverage from online or CNN or something profiling the days top stories

830-Midnight= Same deal as in the 1 to 4 slot... Different music on different days. or simply do all request. A DJ like Romeo from Kiss and David Allen Boucher would mix in this timeslot together. Young and hip and older and experienced.

Overnights= Reruns of the Business Show and All News

Marketing would be strange. Some cool billboards showing the days of the week on a calendar marked off with the specific music to be played on YOUR FM on that day.

Go for all different types of sponsors that appeal everywhere.

Promote.. Variety isn't even the word... We are just like you... No organization.. Doing what you want.. Your FM.

I think it would be different and would attract curious listeners which you could hook with zangy liners and promos.

Whatcha think?