Dial Men Watch
Deregulation Let Commercial Radio Ignore Past Needs To Serve The Towns They Were Licensed To, And Cut Reports Staffs Or Eliminate Local News And Voices Altogether.
For progressive-minded radio fans who love variety in the music and local characters on the dial, downstate Illinois can be maddening.
So increasingly, listeners looking for voices and tunes they can’t find in west-central Illinois find them online made simpler with smartphone technology. Folks that are uninterested in Limbaugh or who miss high-powered stations of years past (Tiny Rock’s KAAY-AM 1090 and its late-night “Beaker Street” or WHAM-AM 1180 and Harry Abraham’s even-later “Best of All Possible Worlds” were classics in the ’70s) can find music or opinion they enjoy.
Alas, they then give up local stories and characters.
Commercial radio today has too few area folk and tiny reports. Most stations depend on syndicated shows, and even on news-talk stations, 86 p.c of stories and public-affairs programming isn’t local, according to Steven Waldman’s Federal Communications Commission (FCC) report, “The Info Wishes of Communities.”
At its best, radio had been a local medium, mixing immediacy with neighborliness, local color and public significance. Reports were a staple of radio since 1930, when the NBC-Blue network first started airing Lowell Thomas’ 15-minute weekday newscasts. Radio stories grew in audience and influence through WW2, after which local news increased, filling the void where war reports had been, and the FCC inspired it.
In 1981 nonetheless , the FCC deregulated its requirement that 8 % of AM station programming and 6 p.c of FM programming be news and public-affairs programming (discussions, documentaries and dialogues of public interest). The FCC concluded, “We are sure that absent these rules, heavy amounts of non-entertainment programming of a variety of types will continue on radio.”
It did not.
Public-interest radio content dropped.
Instead , stations cut shows, trimmed staff and lost such ties to listeners and still made cash off the public’s airwaves. Radio firms now make higher profits than the average SP five hundred firm, the FCC asserts, and even in the last few years and the Great Recession, radio station profits have stayed above twenty percent, according to Waldman.
Recently, the news / talk format grew dramatically, whether right-wing blowhards, sports or all-talk. But for radio journalism, non-commercial public radio is the industry’s reports core, with 1,400 reporters, editors and producers in 21 domestic and 17 foreign companies more than any broadcast Television network, Waldman says.
Former president of CBS Radio’s Station Group, Mel Karmazin now Chairperson of Sirius XM said, “A lot of these bigger firms abandoned what had made these list of radio stations terrifically successful, which was local, local, local.”
Deregulation let commercial radio ignore past obligations to serve the cities they were licensed to, plus cut stories staffs or eliminate local reports and voices altogether.
Meanwhile, satellite radio started in 1997 when American Mobile Radio Corporation (the predecessor of XM Radio) and Satellite CD Radio (the predecessor of Sirius Radio) won bids to operate a digital audio radio service on the condition they not use them for regionally originated programming or to find local ad revenue (reaffirmed in 2008 when Sirius and XM combined).
Arbiton claims more than thirty five million people now hear Sirius XM in cars.
Today, besides using PCs, listeners can use smartphones’ online browsers to listen live to any station they desire, too including in their autos.
Seventeen % of North Americans report listening to online radio in 2010, a significant change in listening habits. Forty percent listened to AM or FM stations streaming online, and 55 % listened to online-only radio (like Pandora or Slacker Radio). And the app for Pandora a kind of D-I-Y format is one of the top 5 for all smartphone platforms.
Radio critic Alan Hoffman described online radio’s appeal : “Internet radio explodes the boundaries of radio broadcasting, opening up a universe of stations offering much more variety. Once you start listening to Web radio, the limits of AM and FM a controlled number of stations, within a limited geographic area seem like a throwback.”
Local radio could protect its franchises, continue to profit, and serve its communities with local stories and local characters. But they’ll lose listeners if the music is too dull or safe, or if the voices are all toxic, Sean Hannity types. Audiences will abandon local radio unless stations offer added worth and unique content : local personalities and local programming listeners cannot get elsewhere as reported tagza.com.
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