WHAT ARE WE HERE FOR?

WHAT ARE WE HERE FOR?
Well, we’re in the communication business. While this appears obvious,
there is much more to that word communication than just thirteen letters.
In the business of Radio Communication, it means connecting a listenable
"product" or format to the listener’s ears. Especially in Radio, the first
appeal is to the EAR, just as in Television, the first appeal is to the EYE.
Just HOW we sound appealing has been the subject for debate over many,
many decades. What sounds appealing to one, may be a turn off or tune-out
to another. In other words, this whole area of communication is subjective
at best. It’s really what’s in the mind’s "ear" as to what is appealing.
If you agree with that thought, then one must decide WHOSE "ear" are we really
talking about? Whose "ear" are we to do the appealing? You, the programmer?
You, the air-talent? You, the General Manager? You, the Music Director?
Or is it the "ear" of the listener? In many cases, it’s a little of each. This is
probably the wrong approach. As I said at the out-set, we’re to connect with
the listener’s "ears" in order to communicate our "product". Therefore; it would
follow, we must find the best, easiest, most direct way to do it. All too often
over the past 20-25 years it’s either been a "corporate" or "company" policy
of force-feeding the listener(s) in a market as to THEIR way of trying to
appeal to the audience. Instead of becoming easy, simple, or direct, the
Radio community has decided on complicated research methodology which
has been skewed to fit the "corporate" or "company" philosophy. If the
ultimate goal is the most listenership, i.e.; listeners, then it’s that market’s
listeners who should be "telling" you what THEY want to hear…not the other
way around! In Radio, there’s just too many intangibles that go into the make-
up of a listener-friendly station. Honesty, believability, attitude, tempo, and
probably most important-information and entertainment…to mention a few.
All this, BEFORE research of any kind. This is the basic "stuff" of any Radio
Station. Simple really. Today, Broadcasting and communication has become
too difficult, confusing, and un-necessary for even those in this business to
understand. No wonder the poor listener is drowned in a "sea of mediocrity".
Voice tracking has replaced the "live" D.J. I always thought that it takes a "live"
voice to attract "live" real-time listeners. It prevents spontaneity and the instantaneous
quality which Radio always promoted itself on...and prided itself in.
No wonder rating shares are down(along with revenues). No wonder Satellite Radio
and the Internet are poised for a "golden opportunity" to take over what was once-in
Marshall McCluhan’s words-a "Hot Medium". A medium that has now "cooled"
due to improper management dictates and diluted federal regulation.

EARSHOT: "lest we forget, it’s the Public’s airwaves"

That's my RadiOpinion, what's yours?