Brindle Media

Archive for the ‘Radio’ Category

I believe in improving the customer experience (CX) and in “making lemonade out of lemons”. If that’s not your approach, I don’t really want you on my team.

August 1st, 1981 was a day which ushered in a transformation not only for a music industry suffering from the “Disco Sucks” backlash but also for television.

MTV: Music Television was the first TV channel created specifically for a lifestyle.

The radio industry had been forced into creating niche boutique formats targeted at specific psychographic audiences by the growth of FM as a viable broadcast distribution channel. The number of listener choices on the radio dial were significantly increased.

Meanwhile, the television landscape of 1981 resembled that of radio in the 1950s and 60s. CBS, ABC and NBC dominated and under their big tents were a variety of program types appealing to a broad spectrum of lifestyles and age groups ranging from the cradle to the grave.

Cable TV distribution was still in its infancy. HBO became the first viable cable channel as a destination for uncensored movies. However, there wasn’t much else driving significant audiences to cable TV from the broadcast networks.

In the late 70s/early 80s, American Express created a marketing plan for its Gold Card which was targeted at the affluent Baby Boom generation. Part of that plan was the company’s partnership with Warner Communications to create WarnerAmex and their brainchild was a shopping network named QUBE. The concept was simple: viewers would see products showcased on QUBE and use their AMEX Gold Card to buy them.

But before they could launch QUBE, WarnerAmex needed to encourage more Americans to sign up for cable TV. In the early 1980s, the cable industry was dominated by small, local companies rather than multi-system operators (MSOs). It wasn’t unusual for the cable operation to be running out of a local mom & pop hardware store. The industry may have been able to lay cable throughout their communities, accounting for “homes passed” but not many of those homes were actual cable subscribers.

To encourage Americans to become basic cable subs, WarnerAmex created three networks: The Movie Channel to compete with HBO, Nickeldeon to attract the Sesame Street crowd, and MTV: Music Television. Expectations for these channels weren’t all that high. Essentially, they were dog & pony shows offered free to encourage increased use of cable TV and to set up the introduction of the big money machine, QUBE.

Unfortunately for WarnerAmex, the company spent too much time tweaking and researching their product. So, in 1985 , the Home Shopping Network launched and QUBE went into the history books as the cable TV industry’s version of the Edsel.

However, MTV: Music Television began to catch on at least in the markets which could get it. Viewers in places like Albany (NY) and Peoria (IL) were mesmerized by the new video music channel. Parents and their teenagers gathered around the tube and discussed the videos. It was, to quote the sagacious Sly Stone, “a family affair”.

Oddly, music industry executives in New York and LA weren’t all that interested. They’d heard about this new fledgling cable channel but they couldn’t see it. MTV wasn’t available on the cable systems serving New York City and LA. So, for its first two years of operation, MTV was pretty much off their radar screen.

The Michael Jackson phenomenon changed all that as did the introduction of MTV onto the New York and LA cable systems late in 1983 which resulted in network TV and national magazine coverage. The channel’s brand continued to grow throughout the 80s and 90s. The sales department won more arguments about the ratings value of long-form programming versus short-form music videos. “Real World”, “Beavis & Butthead”, and other long-form show continued to encroach on the channel’s schedule real estate making less time available for music videos until MTV could no longer refer to itself as “Music Television”, at least not without its tongue in its cheek, and the channel evolved into what it is today.

MTV’’s approach to targeting a specific lifestyle group was similar to what the social media world today refers to as “communities of like-minded end users”. MTV’s Bob Pittman used to say that the channel was about “fashion”. And, whether it’s fashion in the sense of clothing styles, in the sense of an individual’s overall tastes and preferences, or in the sense of a collective group’s tastes and preferences, MTV opened the door and led the way for successors like BET, E!, Bravo, Lifestyle, CMT, The Comedy Network and OWN. Meanwhile, the audience segmentation and changes in expectations created by these highly targeted networks have had their impact on the decline of broadcast network TV viewership.

As I mentioned earlier, during MTV’s first two years on air it was unavailable in Manhattan where our offices were located. So that we could monitor the channel, video airchecks were messengered in from the Long Island uplink on a daily basis. Sometime during this period, news came out that many of the classic episodes of “The Ed Sullivan Show” and Johnny Carson’s “Tonight Show” had been destroyed because the networks were reusing the old tapes on which they’d been recorded. Amazingly, no one thought it was important to preserve these shows for history.

I had a stack of MTV airchecks in my office and sensing that these might be of some historic value I contacted New York’s Museum of Broadcasting to see if they’d be interested in the tapes for their archives. The museum official with whom I spoke informed me that, no, they would not be interested in having those airchecks for their collection because MTV was (and I think I actually heard him sniff as his nose went up in the air) “cable…not TV.”

MTV was destined to transform the television and music industries but to the short-sighted it was irrelevant because the channel didn’t fit into their preconceived notions. There’s a lesson in that story.

Russian journalist, Vladimir Abarinov reports for Radio Liberty, aka svobodanews.ru from his base in Saratoga Springs, New York. Our daughters attended the same school this year which is how Vladimir and I became acquainted.

Apparently, communications theorist Marshall McLuhan, the man who’s most famous observation is “The medium is the message”, is quite revered in Russia. Earlier this month, to mark the centennial of McLuhan’s birth, Abarinov asked if he might interview me about broadcasting and social media in America. What follows is the Google English’s translation of a portion of that interview from the original Russian transcript. Idiomatically, it’s a bit challenging, but….

Brindle: I truly admire the social networks and new opportunities arising with the advent of Internet radio and podcasts, which are now You can listen to the car dashboard. For me it is, in essence, a continuation and extension of what I have done before, but there is also a challenge. If you do business information, you can no longer be only newspaper people. or just a radio journalist, broadcaster or just. You should work on all platforms, in all guises at once incorporated into a product of sound, video and text. In addition, the audience is now more control over the content, it has become more active and more demanding. Those who are accustomed to the traditional one-way communication with the public, it is very difficult to restructure in this regard.

Abarinov Vladimir: We met with Ron because our daughter Mary and Sarah attend the same private boarding school for girls. Once we returned from school, and Ron complained to me that Sarah has blocked his access to his Facebook page”.” I replied that I have not blocked, but sometimes I can hardly understand what is written there. Our daughter while sitting in the back, listened and laughed. Is technology taken away from us our children?

Brindle: I do not think. Kids always find a way to stand apart from their parents. It is growing, and they want better relations with peers than with mom and dad. So they put us to the barriers. When I was in the same age as I did the same thing, just different. I do not think that technology hinder our communication with children, to me they, conversely, help. I will find something of interest in the network, showing her daughter with her and we discuss this information. It is useless to resist – you need to use technology as an opportunity for contact with children. But I recognize that they must also assert their independence. And then there is the risk that the information they publish to social networks, gain access someone else, so they limit their social circle friends whom they trust. Remember Congressman Wiener, who sent a””Twitter their intimate pictures. Now to leak so easily …

You can read the a transcript of the entire article here
http://www.svobodanews.ru/content/transcript/24269535.html

On weekday mornings during the school year, my teenage daughter and I are in the car between 6:30-7AM when I drive her to meet her school’s shuttle bus. While she’s struggling to gain consciousness, we’ll usually punch back and forth between the two CHR (aka “Top 40”) stations in the market. The morning team on one of those stations is locally based while the morning show on the other is The Elvis Duran Show which is syndicated by Clear Channel out of New York City.

One recent morning at about 6:45, my daughter had punched out of the commercial break airing on the local show over to Duran’s show where Elvis and his crew were interviewing Doctor Oz. I’m not familiar with Doctor Oz but gather that he’s buddies with Oprah,has both TV and radio shows,and apparently has a strong following.

In any case, the next thing I heard coming through the car’s radio speakers at 6:45AM was Doctor Oz explaining to Elvis Duran how Chlamydia and other STDs can be transmitted by oral sex.

Elvis and his colleagues then proceeded to share their opinions and experiences with sexual encounters of the oral variety but my finger had already pushed the button. Really. Not a conversation on which I’m interested in eavesdropping with my 16 year old daughter at any time of the day and especially not during breakfast time.

Look, I understand that our kids are exposed to sex education in elementary school and that they’re probably a lot more sophisticated in their knowledge of human sexuality than we were at their age just as we were more sophisticated than our parents when we were in our teens. Nevertheless, I have noticed a disconcerting trend on the morning drive shows of allegedly family-friendly radio stations to use language and venture into topical territory which seems inappropriate for the early adolescent and prepubescent crowd.

The term “ass” as in I’m going to kick yours is a common term heard during these shows. I’m not sure why. Is it to make the talent sound more authentic, real, or “street”? I suspect that most parents who might use that term in conversation with their friends and colleagues would feel uncomfortable using it in front of their young kids.

Other terms that I’ve heard pop up during conversation on radio morning drive shows include: penis, vagina, camel toe, and BJ. Although these terms obviously provide some “titter” entertainment value for immature audiences (Excuse the pun but I couldn’t resist), I’m not sure that their use helps the radio station in its quest to attract and maintain listenership among the 25-49 year old female cohort that advertisers covet.

As a radio programmer, I’ve certainly had to deal with my share of calls from parents who were offended by a song lyric or something a DJ said while they were listening to my station in the presence of their young children even though it’s doubtful that those children a) noticed the transgression or b)comprehended its meaning. The most important issue was that the adult felt uncomfortable with these words or topics while the children were present. This was true even if the parent would feel comfortable using this language or discussing these topics when the kids aren’t around.

I also recall seeing some research stating that even young adult females who aren’t mothers feel uncomfortable hearing inappropriate language and/or topics discussed when children are present.

Oral sex with your Cheerios? [ Insert your own punchline here].