Mark Ramsey: PDs Should Be The 'Chief Content Officer'
July 7, 2011 at 4:59 AM (PT)
In his most recent blog, consultant and ALL ACCESS contributor MARK RAMSEY says "your Program Director has the wrong job." What should a PD be doing?
"Most radio program directors have little or no incentive to develop the station’s digital assets and so these assets go undeveloped," writes RAMSEY. "Most will tell you their job is, frankly, to generate ratings and enable the revenue which flows directly from those ratings. And indeed it is, but is that a problem in a cross-platform media world?
"Is that a problem in a world where attention and consumers and advertisers and dollars are moving in all directions digital? Is that a problem in a world where any brand is 'media' and a premium is placed on experiences that live in many venues and many forms simultaneously?
"The other day I was listening to PUBLIC RADIO's 'Fresh Air,' and I noticed that the program director at WHYY, CHRISTINE DEMPSEY, is not a program director at all but a 'Chief Content Officer.' The implication is clear: 'Content' is about all platforms, and not just the one over the air. This is much more than a semantic difference. This is a difference of purpose. This is a different job description with different incentives, different expectations and different outcomes. This is a different organization structure, and it’s foreign to the average broadcaster."
Read the full post here.