NAB/RAB Radio Show Panel Looks At Syndication
October 1, 2010 at 8:36 AM (PT)
Syndication and network programming took center stage at an NAB/RAB RADIO SHOW panel moderated by UNITED STATIONS RADIO NETWORKS' ANDY DENEMARK. "Talent is unique, talent is rare," DENEMARK said in explaining syndication and networks' role in allowing stations to have talent that they otherwise "can't possibly afford."
TOM KENT, whose TOM KENT RADIO NETWORK programming airs nationwide on over 200 AC and Classic Hits stations, said that radio is "all about two things, art and science," and that syndication can meet both needs for stations. KENT said that stations should use syndication for what they can't do locally, and later explained how his "C.L.A.S.S." system of voicetracked content with locally customized material works, incorporating local phone calls into the tracks.
LEX STALEY and TERRY JAYMES, who recently moved their syndication operation to USRN, both stressed their willingness to do production work for their affiliates. JAYMES said that he and STALEY get "disappointed" when the production load for affiliates is light. STALEY said each affiliate has different needs, some asking for nothing and others needing a great deal of production, noting that the latter stations tend to "do well 24/7" and dominate their markets. KENT echoed LEX AND TERRY's willingness to do whatever affiliates need, including appearances.
STEVE DREPPERD, veteran programmer and Exec. Director of the UNIVERSITY OF MARYLAND TERRAPINS and BALTIMORE ORIOLES radio networks for CBS RADIO, said that he tries to help affiliates sound like "they own the rights," making sure that network advertisers and other material avoids being BALTIMORE-centric. He also said that he will listen to games on an affiliate to see whether the games sound local and exclusive to the affiliate.
The panel went into detail about recording spots for local stations and packaging material for use before and after shows and games, as well as LEX AND TERRY's video offerings.
Convention Closes With Radio Luncheon, Awards
The convention is concluding with the annual Radio Luncheon, at which ICBC BROADCAST HOLDINGS Pres./COO CHARLES WARFIELD receiving the National Radio Award, DELMARVA BROADCASTING AC WSTW/WILMINGTON, DE's Alternative GRAFFITI RADIO HD-2 channel receiving the HD RADIO Multicast Award, Former KIIS/LOS ANGELES GM and RAB SVP/Training LYNN ANDERSON getting the MENTORING AND INSPIRING WOMEN IN RADIO GROUP's Trailblazer Award, and CBS RADIO Country KMPS/SEATTLE PD and Digital Web Manager BECKY BRENNER receiving the Achievement in Programming Award. After the luncheon, the NAB EDUCATION FOUNDATION is holding an afternoon networking event with recruiters and other radio industry professionals.
The 2011 RADIO SHOW will be held in CHICAGO.