ABC Readies New Information Services For FM Music Radio
January 18, 2006 at 8:43 AM (PT)
Planning for the near and distant future, ABC Radio Networks Affiliate Relations Sr. VP JOHN ROSSO talked with ALL ACCESS about the research and rollout of their new information services for FM music stations.
"The concept is that going forward, if you consider the FM music landscape, we are seeing an opportunity with the increased terrestrial competition from broadband services like satellite radio, iTunes, and the upcoming Motorola's I-Radio as just a few examples, music is more of a commodity. If I was an FM station operator, I'd be starting to focus on what happens between the music."
We are going to provide content that local music radio desperately needs.
Focusing on what happens between the music, ROSSO continued, "We do so much music research and so little is spent on what happen between the songs. We worked with HARKER RESEARCH and got input from some affiliates, who admitted they'd spent little on the between-the-songs elements. We are going to provide content that local music radio desperately needs. We think that listeners to music stations need to be informed. We know they don't want to leave for other options, and will stay if properly informed and entertained."
ROSSO goes on to say, "We know from our research in many markets, where we spoke to P1s of different music formats what they are looking for. That lead to focus groups to fine tune and rollout a number of targeted products. Our first test station goes on the air this week. I'll let you know the identity as soon as I can. This is not clutter. Our product is added incremental entertainment/information value, and we know the listener will process it that way.
Interested in this? Reach out to JOHN ROSSO at email@example.com or (212) 735-1700.