The first cut is the deepest

"The first cut is the deepest ……" I will always be amazed at how profoundly we are affected by the first songs and stories we hear over the airwaves. How our first experiences continue to resonate year after year. Those who have, in some small way, been touched by radio find themselves reaching out to it when the whole world seems out of touch. Whether it’s just to hear a news story, a song that somehow moves us, or finding out about a traffic jam up ahead. Maybe it’s a joke of the day or light-hearted banter that makes the drive to work a little more bearable. Radio is something we take personally. I’m not talking earth-shaking influence. It’s power is more subtle, but equally pervasive.

It is in this light that I look at recent events and upcoming decisions that will undoubtedly change the direction of the industry. As you may have noticed, each passing year leaves me somewhat more sentimental. Somewhat more determined to find consensus and compromise rather than conflict. And for this unabashedly emotional perspective I make no apologies. In-fighting can only damage the credibility of the medium. Stations or groups that attempt to sell themselves by attacking competitors just shoot the industry in the foot.

Radio faces indisputable challenges. Ones that can only be addressed by a combined effort. The Fall 2003 BBM saw a continuation in the dramatic decline in Teen Hours Tuned as evidenced by the following:

A12-17 Average Hours Tuned per Capita (Total Canada)
Fall 2003 Fall 2002 Fall 2001 Fall 2000 Fall 1999
8.5       9.4       10.1      10.5      11.3

That’s our future choosing to tune out. We have to find a way to remain relevant as everything around us changes. If we expect listeners to remain loyal, we have to demonstrate that we are listening to them.

In the past year, the collective response to a number of occurrences has underlined the power of radio. The Halifax hurricane, the Ontario blackout and the B.C. forest fires all offered up demonstrations of how important radio can be to a community. Station after station turned on a dime and adapted their programming immediately to deal with the crisis, delivering some serious energy. Amber Alert is yet another example of how radio’s immediacy can make a life and death difference.

Still, it is addressing the audience’s day to day needs in an ever changing world that will make the ultimate difference. More varied programming options, improved fidelity, display features, and interactivity are just some the features that audiences will demand. And radio must deliver if it is to remain relevant in an increasingly complex world. Standing still is simply not an option for a medium that prides itself as being the best option for those on the move.

A number of firsts are headed our way this year. The CRTC is convening their overall review of radio in an attempt to map out the road for the future. Look for policy shifts the likes of which we haven’t seen for decades. The future of DAB (Digital Audio Broadcasting) clearly appears to rely on the introduction of DAB exclusive stations. Being a high tech replacement technology is good, but not enough. Soaring DAB receiver sales in the U.K. (over 400,000 since June of last year) has demonstrated the importance of DAB exclusive stations in addition to the greatly improved fidelity and data display features. Radio Canada/CBC has introduced the first such station with its news/weather/traffic station in Montreal. Look for some very progressive thinking and a number of exciting announcements from them in the near future. Sur Sagar will go on air in Toronto this year with its multilingual station targeted at the Southeast Asian community. A number of other such applications are currently before the CRTC. Ultimately, the joint efforts and cooperation of broadcasters will be critical to garnering widespread consumer acceptance and a viable business model for DAB in Canada.

The introduction of satellite radio now seems probable. Sirius has found an enthusiastic partner in the CBC while a few of the private radio groups are rumoured to be joining ranks with the somewhat larger XM for the upcoming hearings. Satellite offers a new national dimension and valuable niche programming options which enhance the listeners experience without diminishing the vital day to day contribution of local broadcasters. There has even been some discussion of combined AM/FM/DAB/XM satellite receivers. Again cooperation is essential for the survival of the industry.

I have seen some exciting examples of the new generation of radios boasting enticing bells and whistles. For example, the pause and rewind on the new Intempo PG-01 is addictive. Its 10 minute buffer allows you to rewind in 10 second increments to rehear the traffic report you missed and to listen to that favourite song again. Others will record programming and save it as an MP3. Digital sound is mind blowing and data display extremely handy. These are but a few of the technical advancements which will keep radio viable in an increasingly competitive multimedia environment.

From a business perspective, our research tools are better than ever. BBM’s single source qualitative diary information along with RTS (which delivers an unparalleled national sample size of over 50,000) offer detailed product usage/psychographic/demographic data which is invaluable in selling radio’s targeting capabilities. Unfortunately it is sometimes poorly understood and under utilized. As an industry we have to work together to change this. Moreover, we have to deliver ad creative that touches the pulse of target listeners. Whether we are talking about programming or advertising, there is only one critic who matters…the listener.

In the end, we should never forget that radio doesn’t belong to the corporate name on the license. It can’t be bought or sold. It will always belong to the child who listens with a sense of wonder to his or her bedside radio late at night. And to those of us in which that spirit will always live on. I can’t know whether or not and in what form the medium will survive. But I do know that I will stay tuned for as long as I can.

(Published in "Broadcaster Magazine")