October 5, 2007

Non music radio - any future?

In the UK, a great "non music" idea is in its trial stage right now on DAB Digital. Traffic Radio: http://www.trafficradio.org.uk/js-index.htm

It's set up by the Highways Agency and Transport for London. A very useful and now seemingly obvious "non music" brand.

As for Chris' comments at Hear2.0, here in New Zealand, one brand is mixing lifestyle news and 'banter' (see John Tesh), on a brand called Easy Mix. I could see this kind of lifestyle essence becoming more of a feature inside genre/niche radio.. it's one reason why Howard Stern is such a huge name. The audience identifies with him, but more importantly, he LIVES the lifestyle himself and the content of his show is a direct reflection of that lifestyle. That's great rock/alternative radio. The same can be said for another station here in NZ - we have George FM and UpFM - both lifestyle focussed brands that are aligned with their psychographic audience.

I think "non-music" may be an irrelevant point, even if CHR/mainstream music brands start taking bigger steps toward incorporating and better reflecting the relevant lifestyle choices their focus audience holds dear.

A music station can still be a 1st port of call if it tries hard enough. Perhaps the idea of rigidly attracting a more focussed target audience will assist and benefit a change in sales strategies, and offset an otherwise uncomfortable truth that music radio will likely dissolve into 'audio'.

Radio, more specifically, music radio still "owns" this unique dimension. Lets not forget the power of street promotion and endorsement, by music radio.

1 comment:

Smarty said...

Check out http://www.am730traffic.com if you're excited about traffic radio. Pretty popular apparently, and a great use for an unused am freq.