Come On Subscribe Young: Thoughts on Digital Media pt. 2
The following is a cross-post from the STABBY NEWS. Also: Show #99 is coming! Serious. I’ve been working on producing both shows 99 and 100 concurrently. Also, I needed a tinsy little breather before we plunge into the festivities. Thanks for giving me a small break, ya’ll, much obliged.
Come On Subscribe Young: Thoughts on Digital Media is an occasional series of essays about traditional media, and so-called New media. Part one is here. Part two of this series was initially intended to be a review of PodShow, Last.fm, and eMusic. That review has been postponed due to rapid and continuous changes on all three of the above sites, as well as within the general realm of digital media. I’ll certainly revisit the topic when the time is appropriate.
Part two instead consists of a succinct summary of how broadcast media can and should adapt to the challenge of digital media. While this is a short proscription for change, it is not a detailed or specific policy for action. Additionally, the following is not posted for the benefit of the typical web user; to most of you the following list will seem rather elementary. Rather, this piece is directed specifically towards those who work in and around broadcast media and perhaps have little understanding of digital media. And even more specifically, this brief piece is directed towards the few remaining independent broadcast companies in the U.S. You, the independent station (group) owner, are dangerously vulnerable and must take action within the next five years, lest you become irrelevant or are purchased by one of the five major broadcast companies. As the airwaves are owned by the American taxpayer, it is the responsibility of the local and small station owner to affect change.
Your thoughts and critiques are welcome in the comments.
Be a media company, not a broadcast company. Just like web content producers, broadcast companies must focus on finding niche demographics, and utilize a multitude of ways to deliver their content, regardless as to how their audience wants to consume it. The advantage traditional media companies have is the ability to have trained professionals produce content with high production values. However, simply broadcasting a transmission is laughably inadequate in the wireless age.
Content is king. Being a cliche doesn’t make the declaration any less true. Currently, radio’s content consists of RIAA, chart-topping ‘hits.’ It’s laughable to think radio has any claim to exclusivity; RIAA music is the content most easily found on torrent and P2P networks, and is typically available weeks if not months before radio gets on a song… if radio gets on a song. Therefor, radio’s focus must shift to local and regional focus and provide unique content with unique personality and high production value.
Broadcast television faces similar challenges. In the world of advertising, professionals are trained to ’speak to the meat in the heart of the dog’ when producing advertisements. If you work in broadcast television, ask yourself why your audience would spend their valuable time being insulted by inane sitcoms or watching human interest puff pieces, when compelling content is freely available online?
Embrace the web, don’t compete with it. The ‘web’ is quickly becoming ubiquitous. Broadcast media must stop thinking of the ‘web’ as something one accesses via a computer screen at a desk. Take a hint from the Wii and iPhone. When compelling content is at my fingertips, why should I - the consumer - bother with obnoxious ads in content I no longer care about? Again, speak to the meat in the heart of the proverbial dog.
Additionally, in my experience, many traditional media producers feel insecure about the specter of the web. They react in one of three ways: 1.) Dismiss the web, 2.) Fight the threat and/or attempt to defend their turf, 3.) Attempt to embrace the web by imposing a traditional media business model. Traditional media must learn the rules before playing the game.
Monetize everything. Rather than focus on a singular form of income (not to mention form of communication with your audience), diversify your content and along with that, your revenue stream. Your radio or tv station is currently well suited to reach people in today’s market, so use that influence to sell advertising on original content, produced in-house and distributed on your station’s website. Suppliment your station’s brand with additional services like local on-line classifieds, local SMS features, and rich media (audio, video, pictures) generated from station events and remotes.
Give the people what they want. Seriously, this one’s easy. Stop fucking around with indie promo companies, stop taking payola in the form of trips and gifts, and stop ignoring local music. Also: allow users to interact with you however they so choose, be it through your site, MySpace, comments, etc. If you think users will play by YOUR rules, you’re wrong. Listen to your listeners.
Better and more innovative advertising. Do you really think loud commercials screaming about the ‘HUGE PRESIDENT’S DAY SALE! BUY MY DOUCHEBAG PRODUCT BECAUSE I CHOSE A RANDOM EVENT AND USED IT TO WHORE SOMETHING TO YOU!’ is effective? Really? You think that ad works? Maybe that’s why people are leaving traditional media in droves. Consumers don’t mind advertising - they mind shitty advertising that annoys and insults them. Again, as Roy Williams says, ’speak to the meat in the heart of the dog.’ Tell me why I should give a fuck about your shitty company and your shitty product. If you can’t do that, you’re a failure and have no business being in business.
Broadcast radio and television may not immediately - or ever - die. Rather, the technology will continue to age, and eventually be reduced to the second-tier status AM radio enjoys. If you work in or around broadcast media, you have a choice to either embrace the paradigm shift, or face relegation to antiquity.
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