The Infinite Dial

Title: Network Program Director for SOS Radio, Las Vegas

Who is Scott? "96.3 WDVD/Detroit- Planet 96.3/Detroit - Air Talent; 93.1 DRQ/Detroit - Engineer & Promotions; 100.3 The Kross/Tulsa - Program Director & Morning Talent; 106.9 K-Hits/Tulsa - Air Talent; 92.9 KBEZ/Tulsa - Air Talent; 90.5 SOS Radio/Las Vegas - Program Director & Morning Talent"

What would your dream job be? "I love my job at SOS radio. I've always thought it would be fun to work in the format labs of a company that creates and tests new formats & technology channels for radio. I'd love to help build targeted lifestyle stations for youth. There's a ton of potential in mainstream CHR/rock & Christian formats. I'd love to test market some new business models that could help these formats take off."

Who has been your greatest influence? "Garett Michaels & Alex Tear were my biggest influences in radio. They hired me at Planet 96.3 when I was in high school. They really took the time to coach me as an air talent & programmer. I remember sitting in Garett's office after hours, grilling him on music scheduling, sale & and how to sound better on the air. I was probably annoying, but I soaked up everything Garett and Alex shared with me!"

What is the one format that you can't believe nobody has done? "I'm not sure that many companies have found the ideal Mainstream CHR/Old Skool mix. I'd love to see the research on a lifestyle focused 18-34 CHR/Oldskool hybrid. Old Skool doesn't have to be a dance format or an oldies station. We've lost the nostalgia on our CHR stations and we don't have many career artists anymore. A 29 year old knows exactly where she was when The Beastie Boys, Vanilla Ice & Tone Loc released. We focus so much on singles that we forget about mentoring new artists for CHR. Itunes & Napster have changed the consumption models of music. It's really affecting the labels and it's going to trickle down to us in radio. (It's like music Reganomics.) I think we could do a better job mentoring our markets to build career artists. Radio has the best shot in the music industry to help this turn around."

How could radio do a better job of attracting younger listeners? "We need to create formats specifically for teens. They crave new music, but our 25-54 stations aren't keeping their interest in radio. When I worked in Tulsa, we did a teen targeted 12-24 radio station with very few resources behind it. The feedback was unreal. We didn't put much money into it, but our concerts, events, social networking and streaming were off the charts. It all became viral. We hired college students with solid communication skills who knew the culture. We trained them in house by voicetracking overnights and they took our street team & social networking to a new level. I'd like to see more companies launching special internet streams for youth and use HD 2 channels to experiment. Recruit at colleges and let the students speak into your station. Invite teens for focus groups & street teams- you'll be surprised at all the great ideas. Teens are early adopters, so they may be our best shot to bring HD Radio to the forefront. We just need to build a business model to support teen targeted radio. Our future 25-54 P1's depend on it."

How will radio remain relevant in a digital world? "We have to look outside the analog radio world. We're not just in the radio business anymore. We're in the content business. We need to intentionally look for new ways to get our brands incorporated into other forms of technology. (Cell Phones, HD channels in other markets, local & cable TV, mp3 devices, viral video, social networking.) We also need to brainstorm new business models to make our webstreams & HD feeds profitable. I believe analog radio will still be relevant, but we need to do a better job meeting our listeners where they are. They have a lot of options, so we have to focus."