You might want to go back and read the items at AllAccess.com about the HD Digital Radio Alliance earlier this week to fully understand what drove my thinking behind this week's All Access newsletter:
The other day, there was a flurry of stories about the changing of the guard at the HD Digital Radio Alliance, and they were just fascinating, because... okay, they weren't fascinating. In fact, I can just feel the life drain out of everyone while they read about HD Radio. Speaking for myself, after three years of this, I've had enough, and I actually OWN an HD Radio.
But I read the stories and I can't resist. I know, I've already criticized HD Radio enough, but when I see the Alliance announce that "all of the major objectives for programming on which the Alliance was founded have now been achieved," I can only think... really? THIS is the result of three years of planning? A bunch of jockless music formats and brand extensions?
To be sure, there are a few more music formats on the HD2 channels I get that aren't available on analog stations, but, still, they're just music stations, and I doubt very much that a lot of people will go out and drop a hundred bucks or so just so they can get an all-bluegrass station or a channel with one local morning show repeated over and over and over and over and over and over.
All Access interviewed both the outgoing head of the HD Radio Alliance and the incoming chief, and Joel asked them, "What are the three most important things that can be done to make HD Digital Radio and HD2 programming successful?" The incoming leader of the industry HD group answered that question this way: "1. Keep the drum beating to keep market managers and PDs focused on the potential to engage the process of growth. 2. Continue our consumer marketing at a high level of saturation, driving home the benefits of unique programming. 3. Implement creative consumer-targeted campaigns, like our text messaging...."
What's missing from that?
Joel asked her about programming. Her responses involved marketing and management.
See, it's all a sales job. People just have to be convinced by clever marketing that they want HD Radio.
Ah.
Okay, she did add a postscript: "HD2 users are still users of local radio and the more content that they can get, the more time they will spend with local radio. We have to give them enough diverse content and variety to be engaged." But even here, she's missing the key element. It's not just "diverse content." It's not just more music formats serving the sub-1 share of the audience that's into an obscure music category. It's not just a "younger version" of the analog station. It's not just a bunch of jockless, commercial-free stations touting "variety." It's content that's so compelling and unique that people will buy the radios.
One group head was quoted in the press release about the Alliance changes as saying, "Whether we've used the 'extension' programming strategy or the 'complementary' strategy, we've seen real and tangible business benefits to investing in quality HD2 programming." Extension? Complimentary? No, no, no, no, no. People are not going to go out of their way to buy a radio to hear your business strategy. But they WILL if you give them something that's easily understood and worth their time and investment.
You want to get people using HD Radios? Here's one creative idea: I'm going to borrow an example Walter Sabo mentions when HD Radio comes up. He asked Adrian Sarbu, the media mogul in Romania, what he would do with HD Radio. Sarbu responded that he'd give it to the kids. He would let high schoolers take over and do whatever they wanted with it. And in doing so, every parent and every kid would go out and buy an HD radio. FCC regulations might put something of a damper on that here -- you'd have to watch for language -- but there's value in putting the people you want to use the service ON the service. (Another example: Talk radio callers) If your kid's on HD Radio, you'll put HD Radios in your car and home.
That's one idea. Or how about a major metropolitan station using one or two HD subchannels to provide local news, talk shows, high school sports, and other programming for an underserved area of the market? Like an L.A. station doing a channel just for the San Fernando Valley -- which has a population and business base larger than a lot of major cities but no station devoted to it anymore -- and one for Orange County, or a New York station doing a North Jersey channel and a Westchester-Rockland channel? If you lived in the Valley and there was a channel devoted to your news, your traffic, your local events, and your kids' schools, wouldn't you want to hear it?
You can come up with better ideas, but that's what the Alliance should have been doing while they were coming up with "complimentary" HD2 channels and marketing that didn't compel too many people to buy radios (and insulted analog radio in the bargain -- I STILL hear those spots!). But when the leadership of the industry thinks that they can market their way out of the problem, or thinks that HD2 is for extending the brand and being "complimentary" instead of offering compelling programming that stands on its own, I'm not optimistic about HD's chances. And as an HD Radio owner, I've stopped bothering with the HD2 channels. Nothing going on there. Moving on.
Enough of HD. It's time to move on to the plug for All Access News-Talk-Sports and the Talk Topics show prep column, where you can find a lot of material for your show that isn't about John and Sarah and Barack and Joe (and some that is). Included this week are items about a bad Brooklyn bus driver (no Ralph Kramden, he), diplomacy the Jude Law way, a badly dressed bandit, a big cell phone bill, educators with fake doctorates, another guy hit by a roller coaster, baseball in private, why not to feed the bears, what Clbuttic mistakes are and why they're hilarious, the gold mine that is "Margaritaville," why really high-class fancy restaurants are offering happy hour specials and bar menus all of a sudden, teaching while intoxicated, a possible robotic solution to cat hair all over the place, how the Three Stooges fought Hitler, Google Chrome, a lot of Skyline chili, and several weather-related incidents. Meanwhile, this week's "10 Questions With..." visits WHBY/Appleton-Green Bay host Robbie Johnson, and you'll also find all the usual great news coverage and columns and ratings and job listings and much more throughout AllAccess.com.
Next week, perhaps I'll feature some more Dictator of Radio ideas, including yours (did I promise those for this week? Oh, well). And in two weeks, it's Convention Time again. Consider yourself warned.
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