Smulyan: Returning Radio To Top-Of-Mind
April 2, 2008 at 2:36 PM (PT)
EMMIS Co-Founder/CEO JEFF SMULYAN tried to change radio's perceptual paradigm in a speech at the KAGAN RADIO & TV SUMMIT. He laid out a battle strategy to combat radio's perception as a dying industry as one part of the "RADIO 2020" campaign, which cited the need to get radio receivers being incorporated into iPODS and cell phones.
"Radio has to be a 360-degree experience; it has to be everywhere," he declared. "The reality is that more people are listening to radio than ever before, but they don't think about it much ... Consumers love radio, but like any long-term relationship, radio and its consumers need a little nudge to reignite its passion."
SMULYAN also acknowledged the challenge that lay ahead for HD Radio, as it won't be a viable business model for "several years ... But it can help radio change the perception with new ideas, add a cache to radio. We also need to do a better job of programming. Try to spark some of that creative energy and put something fun on the air."