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10 Questions with ... Karl Roberts
September 30, 2008
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NAME:Karl RobertsTITLE:'Da Chief Party Rocker'STATION:WRBOMARKET:MemphisCOMPANY:CitadelBORN:October 19, 1961, MemphisRAISED:Memphis
Please outline your career path.
Arkansas State University, majored in Agriculture and Engineering (...and hated every second of it!)
1) What was your first job in radio? Early influences?
My first gig was in Nashville for Phoenix Broadcasting, where I first met Cy Young, but Sam Brown hired me later for weekends for WVOL-A. My Memphis influences were Rick Dees, WHBQ, CJ Morgan, Melvin Jones, Bobby O'Jay, Mike Frisby, Herb Neelin and Henry Nelson, who I work as a fill-in from time to time.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
I was emcee at my high school majorette showdown when my guidance counselor wanted to see me in her office (WHOO!), I thought I was in trouble, but in the office was Herb Neelin, the night jock from WDIA. He wanted me to be the high school reporter ... and the rest is history!
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Most definitely. It's great communication!
4)Where do you see yourself and the industry five years from now?
As an "Event Personality," creating a need for the community.
5) What do you think about the fact that there is no major Urban conference to serve the unique needs of today's Urban radio decision-makers?
Due to the economy and budget cuts, the funds are simply not there like it used to be, but the conferences are a vital need -- and with out them we would be lost.
6) How do you feel about syndication? Does it affect significantly on the number of hours that you have control over the music that you play?
Well, there's a split margin: Some like it but they feel left out because syndication is national with no local latitude, and the new music barely has an outlet whether it's mainstream Urban or Urban AC; the more syndication takes over, the less music we here.
7) How do you feel Urban and Urban AC radio is going to have to change to be viable in the coming years? Are the PDs going to have to continue to oversee two or more stations and in some cases, also do an air shift?
Urban and Urban AC radio are going to have to go back to personality-driven radio. That's the only reason syndicated shows are booming; they're showcasing TV-movie-song personalities. Yes, PDs unfortunately will continue to oversee two or more stations and do an air shift because of the current economy .
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Public speaking and presentation.
9) How do you account for and what effect do you feel the continuing ratings dominance some Memphis stations are going to have on the overall market? Do you feel there are going to be new challengers from other formats?
The Memphis market is unique in that it doesn't like change. Consumers want the same of everything -- stores, TV stations, radio stations, clubs, casinos, etc. The current and dominant leaders have not changed their format much at all and only tweak a little by making small subtle additions. New challengers will have a chance if they can research correctly and sustain financially long enough to let it work.
10) As you look back over your career ... any regrets? Missed opportunities?
Since getting the opportunity to work in broadcasting, I proved I was a great part-timer, but was denied twice a full-time position, where some would say it wasn't your time but now it's your turn.
Bonus Questions
What would people who think they know Karl Roberts be surprised to know about you?
I have a model car collection and too many comic books to count.
What's been your biggest disappointment in Radio today?
Syndication and downsizing.
I understand that you are putting together a group to bring an event to the South. What about that?
Well, my team and I wanna hold the best conference possible. The industrials are headed for a big drop. Not just Urban, Rock, Alternative and Rhythmic Top 40 ... all formats are in trouble and have needs to be addressed. We'll keep you informed.
Do you feel that Urban stations should support new artists?
Of course. How can we find about new artists if the station doesn't play 'em? New artists becomes the inventory for the station.
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