Don't trust programmers over 30
Written Sep. 20, 2006 by Larry Rosin in Content with 0 Comments
We will be discussing the drops in listening to AM/FM radio among 12-24s every day in this blog for the next several weeks, both diagnosing the situation and proposing solutions.
There is an upsurge in support for the following strategy: For 'terrestrial' radio to co-opt this vital audience, it should just give the entire HD 'band' to the kids.
Let's face it, the 'killer ap' for FM radio, 40 years ago, was (what was then known as) Progressive Rock. Programming on FM truly compelled young listeners to demand FM radios in their cars, at home, etc.
Why not give all the HD channels to kids? To people under 30 of every stripe? Imagine if ALL the HD stations in every market were geared to young people. Doubtlessly some outrageously creative programming would come, and the kids would follow.
I mentioned this strategy at a meeting of public radio programmers in philadelphia last week, and got an ovation! I will lay it out again on my panel on HD Radio at the NAB radio show on Wednesday.
Right now HD Radio is filled with Classic Country and Smooth Jazz stations. Is anyone really going to demand a radio for that?
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