Peak Taps Figenshu As President/Broadcast Ops
October 3, 2007 at 6:12 AM (PT)
Veteran broadcaster BILL FIGENSHU has quietly been operating as PEAK BROADCASTING President/Broadcast Operations & Development for a few months now, reporting to CEO TODD LAWLEY.
FIG told ALL ACCESS, "My day-to-day duties are to help our properties in FRESNO and BOISE maximize marketing, ratings, and revenue potentials. And, my role with PEAK will increase as the company grows over the next year or so. While I am a full-timer at PEAK, working a mere 80 hours a week, this allows me to continue to service other clients and their needs in non-competitive situations in my spare time."
Radio must start paying attention to trends of young people. On-line and on-air, they are telling us about song repetition, format diversity, and lack of local content.
Before joining PEAK, FIGENSHU was CITADEL President/Western Region, and before that was CBS RADIO SVP under then -- and now -- President DAN MASON. He had some choice observations, coming back from the NAB:
"The leaders of radio companies are looking very tired. Seven years of creating no value for their stockholders and investors is taking the toll. Other than DAN MASON, radio companies need to put operators in charge again. It will be a hard decision for current CEOs to give up some power, but until creative people start to run radio companies again, with a vision beyond sales and revenue, there will be more of the same. Revenue is important, but we are being challenged creatively, and have not responded effectively.
"Radio is good at serving it’s communities every day. Radio is bad at positioning itself. Radio people are great at positioning their stations, bad at positioning themselves."
Continuing to point out his peers problems, "The press has created stars out of financial operators. We have made company leaders personalities, who now believe they can operate radio from the budget line, not the content line. Senior executives with creative content ideas, on-air and online, will be the trend in 2008. Not bankers.
"Radio must start paying attention to trends of young people. On-line and on-air, they are telling us about song repetition, format diversity and lack of local content. We talk about it, but we don’t go far enough. The content must get better. In 2008 and beyond, it will be about quality, not quantity."