To Stream or Not To Stream: Is It Even a Question?
April 1, 2009 at 6:39 AM (PT)
GREATER MEDIA Pres./CEO PETER SMYTH's monthly column addresses internet streaming for APRIL. In it, SMYTH writes:
"Recently, while attending the RAB Conference in ORLANDO, I overheard a conversation between two broadcasters comparing the potential cost-savings they could reap by turning off their simulcast online audio streams. I know that times are tough, but everything about this conversation seemed wrong to me. We are in danger of cost-cutting ourselves right out of business.
"These broadcasters appeared to have no worries that their audience is being seduced by the personalization and convenience of the digital entertainment world. Some may pretend that it does not matter, but we all notice when 'civilians' (non-radio types) start demanding applications for FACEBOOK, PANDORA, MYSPACE, even TWITTER. Last year, it was the under-30 demographic; this year, it seems like everyone is asking about them. The stark fact is that radio now has to share the stage with an ever-expanding toolbox of communication and entertainment.
"It is vital for radio to follow our audience, to make ourselves available on new platforms and in new forms as the digital environment changes. If we don’t, we jeopardize our future as an industry. If we are not moving forward, we are losing ground."
Read the full column here.