PDs Beware The Talking iPod Shuffle
Written Mar. 12, 2009 by Sean Ross in Technology with 4 Comments
Okay, they've now come out with an iPod shuffle with a "Voice Over" feature that will announce songs for the user. Meaning that as radio tries to sound more like the iPod, the iPod is trying to sound more like radio.
I can already hear some program directors whose stations use song tags, particularly those at jockless stations, trying to replicate the sound of this feature. Just remember, though, that many people believe the iPod has a mind of its own. (Mine, for instance, has a dark sense of humor, as evidenced by the time it segued a song by an artist who had drowned into "Swept Away" by Diana Ross.)
So imagine the talent development session with iJock:
PD: So I've been meaning to talk to you about some of your content.
iJock: Such as?
PD: Well, I couldn't help notice that it's all "that was" and "this is."
iJock: Well, what else do you give me to talk about? Do you let me do any phones? Do you let me do any special features?
PD: No, we've all been told to stop doing those - to compete with you.
iJock: I never get any giveaways either. And you never promote me.
PD: That's ridiculous. There are three TV campaigns a year. There's "I'm a Mac and I'm a PC." You get a ton of attention!
iJock: No, the iPod gets that. When was the last time you did a campaign for Sean's iPod? Say, maybe you don't WANT people to know about me, because then they'd know you have more songs in here by the Bay City Rollers than the Beatles. No wonder only one person listens! And that's another thing; I'm getting tired of the same 1,000 songs over and over.
PD: You only hold 1,000 songs! That's more than twice what most radio stations play. And if you play the same ones over and over, that's your fault. Look, you're very lucky. This isn't exactly a great time for discretionary purchases, if you know what I mean. You work about 90 minutes a day, max, on SOME days...
iJock: It's not my fault that you don't work out more often. Look, I'm getting worn down by this crap. Next time you feel like listening to "S-A-T-U-R-D-A-Y Night," I'm just going to have a low battery.
Reader Comments
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even more chilling...imagine software that enables the ipod owner to become the voice of the ijock :(
Yet again another reason to have people on the air who are engaging, can tell a story, share an experience, ask questions, have an opinion and most importantly simple be somebody.
When I hear this, "WXYZ and that's Coldplay with Clocks... I just want to shake the talent, PD and station until it hurts!
Instead, tell me something that might build a connection between you and me. Tell me how the track makes you feel. Tell me a story about how amazingly nice Chris and the guys are. Tell me why it's important to to have that CD in hard copy instead of just the one MP3. Tell me about the girl at the Subway sandwich who knows that you might be able to get her backstage and won't leave you alone to the point where you have to now go to Quiznos. Tell me about how Coldpay CDs are the only ones at our house that are never used as decorative drink coasters. Tell me how about how in spite that every store you go in invariably has a Coldplay pop up while shopping. Tell me... damn it tell me something that you and I can share as human beings!
I'm certainly not listening for the same 35 songs over and over again. Maybe i just want someone to treat me like a friend without barking phone numbers, diddly squat prizes, pompous station business or the hourly phone blah blah that always starts with, "Hey who's this and where are ya calling from?"
For the most part much of what I hear on the radio is more like an exercise than a sporting event. You know an exercise like jumping jacks. Sure there's plenty of body movement but it's not really an event now is it? Oh sure ESPN does televise a national Rock, Paper, Scissors competition every year. But the stuff I'm hearing on the radio isn't even as entertaining as that.
Let's be honest, this is a feature of a SINGLE version of the iPod that happens to not feature a screen, which would otherwise give you the information visually. It's usability, and yes, maybe irony.
Be aware that the new iPod shuffle headphones are specific to this unit and will only function with them. Without the specific control features that are available these headphones this shuffle is rendered useless. Not sure how consumers are going to react once they realize they can't use any other headphones with this device.