Clear Channel Local Plan Features PSAs, Partnerships
April 15, 2009 at 11:01 AM (PT)
In the second sweeping programming initiative out of the current CLEAR CHANNEL Management Meeting taking place in DALLAS is what the company calls a "new level of commitment to local community affairs that will define a new, higher 'minimum level of service' for all markets. The commitment spans five areas: charitable partnerships, public-service announcements (PSAs), local public-affairs programming, local advisory boards, and 24/7 access to station management for local officials." The initiative appears to be offered as a counterbalance to the potential introduction of expanded regional and nationally available programming under the "Premium Choice" program unveiled by the company at the same time (see story above).
We believe when radio focuses on serving local communities, it is radio at its finest.
CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN explained, "We are materially increasing our commitment to community programming, increasing our accountability, and broadening our public-service contributions in every local market we serve. We believe when radio focuses on serving local communities, it is radio at its finest."
Included are what the company characterizes as improvements to, and expansions of, existing programs, as well as the launch of entirely new programs. In several cases, the company is expanding the reach of individual market's "best practices" as well as adding new local-service programs.
Key points of the new local community initiative:
* New and expanded public-service partnerships with local and national commitments
* Expanded PSAs -- a minimum of 12 times a day, throughout all dayparts
* Improved local public affairs programming
* Improving weekly public affairs shows
* New, varied-length segments, from :05 to 5 minutes in length
*Local Advisory Boards in every market and, nationwide
*24/7 access for local authorities to local station management
* Expanded support for local music artists
* Direct community support touches citizens directly
THE ADVERTISING COUNCIL Pres./CEO PEGGY CONLON noted, "The company's ongoing commitment to our organization is an indication of how CLEAR CHANNEL values its relationship with its audiences and embraces public service. We are thrilled to have CLEAR CHANNEL represented on our board of directors as well as our local leadership committees and our OUTDOOR STEERING COMMITTEE."
CLEAR CHANNEL Chief Communications Officer LISA DOLLINGER said, "CLEAR CHANNEL RADIO's community engagement programs are designed to ensure that our programming and stations are relevant, resonant, and meaningful to our communities, which is the cornerstone of great radio. With one in eight Americans struggling with hunger -- including millions of children, senior citizens and the working poor -- using our local voices, radio stations and websites to drive donations and volunteerism at local food banks in every community is a perfect match to radio's power to drive action."