This recently retired broadcaster has some strong opinions about what's wrong with the industry.
Ed Christian and Matthew "Tool" Ternes, along with apparently hundreds of other professional broadcasters, are missing the Big Picture, and if they continue to do so, are part of the problem and not part of the solution. I am from Benton Harbor/St. Joseph, Michigan, the epicenter of broadcasting at the moment. Why Benton Harbor/St. Joseph? Because we are home base for Republican Congressman Fred Upton - - the author of the legislation that will levy fines against the INDIVIDUAL BROADCASTER, up to half a million dollars per infraction. Now, I don't know what "Tool" Ternes pulls down a year, but my guess is that he doesn't have half a mill lying around.
I interviewed the Honorable Freddy Upton on my show, at length, about this legislation. His position is simple: If you're not being obscene, you have nothing to worry about.
Really.
Well, as broadcasters, we have all had our fair share of calls from listeners who "..think they heard us swear..." or called to complain about "... that segment that aired this morning where the DJ said 'penis' at least twice...". All it takes is one phone call to the FCC from one of these do-gooders, and the station's license is automatically under review, and the jock is on the hook. Potentially on the hook for thousands, maybe tens of thousands, of dollars.
"John, you're such an alarmist!! The FCC would be fair in its investigation..."
As soon as you all stop laughing at the last statement, I'll continue.
All set? Good. What needs to happen in order for broadcast radio to survive, is not some lame-ass (and Tool's spot is LAME...) campaign to convince people how great free radio is. As a direct result of Upton's legislation, free radio is going to stink. Suck. Die. Tool's spot IS maybe a bit clairvoyant - - I believe we WILL be back in the 1930's & 40's
again, because every broadcaster will be too scared to do or say anything even slightly edgy. Why risk it? Broadcast radio will be a wasteland of gutless, pathetic, vanilla programming that appeals only to the type of fragile, soccer-mom listener targeted by Upton and his ridiculous cohorts in Congress. When I last interviewed him (by the way - Fred was a close personal friend of mine, whom I had on my morning show countless times over the 14 years I was at WIRX - - he has permanently changed our relationship as
a result of his relentless attack on radio) he seemed unconcerned that he was in fact representing the minority on this issue. Jacor conducted a survey of top 40 and rock listeners, and roughly 80% said that obscene or rough programming is not an issue with them. In fact, every national poll amongst regular radio listeners suggests the same. So Upton's plan is simply a political tool to say, "See? We're doing something!!! Look how we've cleaned up radio!!"
One of Fred's favorite battle cries is that the airwaves are public, and that we've all got a right to have them free of disgusting, obscene broadcasting.
OK, fine. Using Howard Stern as an example (Hell, everyone else does, I might as well) I submit that his listeners have as much right to hear him as the fans of Garrison Keilor. Is Howard Stern, or Bubba the Love Sponge, or Opie & Anthony, or my show, or Kidd Kraddick, or ANYONE truly obsene? Who knows? You and I both know that there is no definition of obscene broadcasting beyond Carlin's 7 dirty words. "Community Standards." Does every community in the country have them written down? NO. That would make things a bit easier, wouldn't it?
"Now before you go on the air, take a look at this. It's our COMMUNITY STANDARDS!!!
(Ominous tympani fanfare) DUM DUM DUM.....".
At least then we'd know!
So what is the Big Picture? What is the fight? How do we as broadcasters save free radio?
Simple: FIGHT BACK!!!!
Don't admit defeat with this wimpy ad campaign that's got too high a hill to climb. I've never believed that listeners or viewers are stupid. Too many in programming and management do. Telling them that we're good isn't enough. People actually expect (and deserve) CONTENT! They are keenly aware when something sucks. The people want compelling, dynamic performers, and WILL GO WHEREEVER THEY HAVE TO, INCLUDING SATELLITE, TO GET THEM. That's going to be "the win" for satellite radio. Do you have HBO? I bet you do. Why does HBO exist? Why do shows like "The Sopranos" and "Deadwood" and "Sex and the City" win every award imaginable and thrash "free" TV in the ratings? Because PEOPLE RECOGNIZE, APPRECIATE, AND
PATRONIZE QUALITY!!! Broadcast, "free", TV cannot (more accurately won't) provide the type of programming that HBO and cable can, and they've felt the pain as a result. Radio is in for the same rude awakening, unless the industry acts fast.
Forget the "love free radio" campaign. Start a campaign among broadcasters to stop and fight legislation like Upton's. Run ads that tell the truth.
If individual broadcasters can be fined up to half a million dollars for violating a non-existent rule, then the most compelling thing you will hear on any station will be the weather. And that is the TRUTH. Companies that got on their knees in the days following Janet's Boob Fiasco (Clear Channel... are you listening..?) need to stand back up and say enough is enough. This is our industry, and we want it back!
IF YOU DON'T LIKE THE PROGRAMMING CHANGE THE CHANNEL!!!! TURN THE RADIO OFF!!! PUT IN A TAPE OR CD!!!!
Why are we changing our industry for the minority? Don't the fans of fun, edgy, aggressive, outrageous, irreverent, outspoken, controversial, sometimes offensive and brutal, interesting, thought-provoking, escapist radio programs have a voice!?
GIVE THEM ONE!!!
Tell Upton and those like him that they don't know what's best for OUR industry! They don't have our best interests at heart!
This campaign you're promoting reminds me of the banners you might see along the main street in a run down town that's barely clinging to life. "Our Town: A GREAT place to live!!"... Hopeless exclamations to convince residents that this once vital community is still as relevant as it ever was, when even a casual observer can see that it's not.
"Free radio is GREAT!! Never better!!" C'mon. Viewers aren't fooled by Donald Trump's hair - - listeners won't buy this line of crap either.
Once Upton's legislation is passed into law, I promise you that every... EVERY... quality broadcaster working today will make every effort to jump to satellite. The Migration will be swift and brutal. Satellite companies will thrive as the new home of truly cutting edge and entertaining radio. 10 bucks a month? Who wouldn't pay that?
So go ahead with this silly, misguided campaign. Until broadcast radio can prove that it'll protect itself from the attacks of zealots like Upton and his supporters, it will languish in the shadow of satellite radio well into the future.
Ask this question: WHY ARE WE ALLOWING THIS TO HAPPEN TO OUR OWN INDUSTRY?
Maybe if we ask that question often, we'll finally get mad enough to act. I hope we do.
John Jay
Benton Harbor/St. Joseph, MI
Are you reading this from a forwarded email?
