As a new generation of music listeners converge with updated technology, commercial radio is faced with a dilemma: how do we retain our market share of the listening public? Faced with the challenges of an audience that thrives on individual control, radio conglomerates must explore ways to relinquish control to the audience over their listening experience beyond the ability to change the station. Stations must engage the audience more than ever before by making them part of the music experience. Radio stations will be able to accomplish this by embracing emerging trends in both technology and popular culture.
It’s a New Age
Today’s youth are having the greatest impact on the current chaos in radio. Known as Millenials, Generation Y or GenMe, young adults of today are putting greater importance on the needs and wants of the individual. According to Dr. Jean Twenge in her book, Generation Me, “this generation is interested in products that satisfy personal wants [...] and that young people today have less money left over for luxuries.” (pg. 221-223) She also states that her research indicates today’s youth are more likely to be upset by interruptions. These trends clash with the business model that radio companies currently utilize. Radio provides opportunities for guided listening experiences punctuated by advertisements. Today’s youth balk at these interruptions and find the idea of someone else dictating their listening experience appalling. Unfortunately for traditional radio, internet technology has given the audience a taste of music freedom.
It’s a New Playing Field
The Internet has shaken up mass media. It has become a vehicle of the individual producer, allowing anyone to create their own streaming media, on demand podcasts and disseminate music with the click of a button. This has helped fuel the desires of the new generation, providing them with the ability to exercise individual control over their media environment. Through cell phones, MP3 players and personal computers, users have been able to bring their customized music experiences with them usurping radio from its place as the dominant force in mobile music. Research shows that while “74% of all US adults are online, younger users ages 12-28 have embraced online applications that enable communicative, creative, and social uses. ” [Source: Marketingcharts.com ] Radio, as a creative, communicative and socially influential media is well positioned to either move into the Internet scene or to be taken over by it.
Playing by the Rules
Radio, in order to reach the new generation of listeners, must be willing to play by the new rules of the game. Radio must figure out how to balance personalization, interactivity, portability across platforms, and incorporate subtle advertisements into each aspect. Solutions such as ListenerActive will help radio accomplish just that, without too much of a deviation from the current business model. Without some means of reaching out to this new generation through the Internet, it will be difficult to convince Millennials of the benefits of radio. After all, if they never turn it on, how will they know it’s there?
The radio industry is it changing? As a new generation of music listeners converge with updated technology, commercial radio is faced with a dilemma: how do we retain our market share of the listening public? Faced with the challenges of an audience that thrives on individual control, radio conglomerates must explore ways to relinquish control to the audience over their listening experience beyond the ability to change the station. Stations must engage the audience more than ever before by making them part of the music experience. Radio stations will be able to accomplish this by embracing emerging trends in both technology and popular culture.
It’s a New Age
Today’s youth are having the greatest impact on the current chaos in radio. Known as Millenials, Generation Y or GenMe, young adults of today are putting greater importance on the needs and wants of the individual. According to Dr. Jean Twenge in her book, Generation Me, “this generation is interested in products that satisfy personal wants [...] and that young people today have less money left over for luxuries.” (pg. 221-223) She also states that her research indicates today’s youth are more likely to be upset by interruptions. These trends clash with the business model that radio companies currently utilize. Radio provides opportunities for guided listening experiences punctuated by advertisements. Today’s youth balk at these interruptions and find the idea of someone else dictating their listening experience appalling. Unfortunately for traditional radio, internet technology has given the audience a taste of music freedom.
It’s a New Playing Field
The Internet has shaken up mass media. It has become a vehicle of the individual producer, allowing anyone to create their own streaming media, on demand podcasts and disseminate music with the click of a button. This has helped fuel the desires of the new generation, providing them with the ability to exercise individual control over their media environment. Through cell phones, MP3 players and personal computers, users have been able to bring their customized music experiences with them usurping radio from its place as the dominant force in mobile music. Research shows that while “74% of all US adults are online, younger users ages 12-28 have embraced online applications that enable communicative, creative, and social uses. ” [Source: Marketingcharts.com ] Radio, as a creative, communicative and socially influential media is well positioned to either move into the Internet scene or to be taken over by it.
Playing by the Rules
Radio, in order to reach the new generation of listeners, must be willing to play by the new rules of the game. Radio must figure out how to balance personalization, radio interactivity, portability across platforms, and incorporate subtle advertisements into each aspect. Solutions such as Listener Active will help radio accomplish just that, without too much of a deviation from the current business model. Without some means of reaching out to this new generation through the Internet, it will be difficult to convince Millennials of the benefits of radio. After all, if they never turn it on, how will they know it’s there?
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on Tuesday, February 2nd, 2010 at 9:57 am and is filed under Future Of Radio, Interactive Radio, Listener Loyalty.
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