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PROFNET WIRE: ENTERTAINMENT & LIVING: Future of Radio.

Article Excerpt
May 27, 2005 _________ ROUND-UPS

Future of Radio (13 experts) Gays on Children's Television (continued, 1 expert) _____ LEADS

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ROUND-UP: Future of Radio

Following are experts who can comment on the future of radio. With names like Jack and Bob (or Fickle and Nine), radio stations promising an anything-goes mix of pop and rock hits are springing up across the country. The variety format is seen, in part, as a way to appeal to listeners used to loading their own iPods with music from different genres -- or to keep those thinking about switching to satellite. [This round-up originated with a focus on defections to satellite radio of several prominent radio personalities, including Bob Edwards and Howard Stern, and the continuing spread of Internet radio]:

**1. MICHAEL SAFFRAN, associate director of the University News Services and adjunct professor of communications at the Rochester Institute of Technology: "The ability to target audiences via consistent-sounding formats is a core strength of radio. Conversely, 'Jack' and similar we-play-anything formats represent desperate attempts by corporate radio programmers to grasp rapidly diminishing relevance among disaffected radio listeners who prefer iPods or satellite radio to commercial radio. Here's why: The very benefit touted -- listeners never know what to expect next -- is not, in fact, desirable. Instead, while many listeners may think they want variety from radio, they really want consistency. Commercial radio will always fall short in mimicking iPods due to the nature of broadcasting (versus personalized 'narrowcasting' of iPods). Also, a radio's 'scan' button serves a similar purpose -- except while scanning, listeners generally know what to expect at each stop. Meanwhile, satellite radio touts hundreds of niche formats and no commercials as primary benefits; we-play-anything formats are the antithesis. Satellite programmers have it right." Saffran: mjsuns@rit.edu Phone: +1-585-475-5697 (5/27/05)

**2. DAN KIELEY, founder of Snafu Consulting: "In response to broadcasters that think that the 'Jack' format is the answer for radio, it is just like the...

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