On how to market HD Radio (
8/25/05 RBR #167).
Regarding what to call HD multi-cast channels; in your observation you suggest that the radio industry should think long and hard about how to approach this. I agree whole heartedly, however, this is a marketing issue and not a broadcasting issue. If terrestrial broadcasters continue to envision the FM vs. satellite battle as they do, there will certainly be a diminishment of FM listening in the future. Any contemplated direction needs to be closely examined and viewed from more than a BROADCASTER'S point of view.
For example, Mark Ramsey is a brilliant researcher, however, his renumbering suggestion, would be harmful. Should we renumber the FM dial to reflect 1-100 (or any other arbitrary number) we would be subconsciously telegraphing two messages to FM listeners, First, "Everything that you knew about FM radio is now different. You are going to have to learn a new system of station selection." If you are going to do that, you might as well learn one that is already in place, which is similar, LIKE SATELLITE. Which brings me to the second telegraphed message, "Hey, Mr. Listener, satellite radio had it right. We liked the way they numbered their dial so much, that we're changing what we've been for 50 years and becoming what they are. You see Mr. Listener, we're just like them....we're following THEIR LEAD. They are the leaders, we are the followers." My fear is that our wrong move, makes satellite the de facto winner.
By the way, I am stunned how this and other publications continue to denigrate the value of satellite radio, every time the smallest of negative things happen to them. Our industry needs to stop "selling ourselves" that they are not a threat. They are a HUGE THREAT and we need to respond immediately. (Cutting your commercial load to 6-8 units an hour would be a good start, I did it 5 years ago). But I digress.......
Radio needs the assistance of MARKETERS like Ries and Trout or Seth Godin. What we call ourselves and how it relates to our competition is more important than any other factor when it comes to getting our listeners to understand what we are offering and the benefits.
Russ Oasis
Are you reading this from a forwarded email?
