Last week media consultant, blogger and media scholar Mark
Ramsey posted a fascinating item on his blog about the popularity of This American Life’s spinoff podcast Serial. I urge you to read Mark’s post
at [link].
MARK RAMSEY |
[Disclosure: Mark Ramsey is a friend who inspired me to start
this blog. I don’t always agree with his opinions, but I always consider what
he is saying.]
Ramsey examines TAL’s
strategy and how it disrupts public radio’s traditional funding model. Serial
was created by, and introduced to listeners via broadcasts of TAL.
Once their appetite was wetted, Serial
moved listeners to another platform: their podcast. Ramsey describes it this way:
[When you listen to a podcast of a show on public radio, that show is] hijacking its own audience to a different platform. Serial hijacked somebody else's audience on somebody else's platform and attached to somebody else's financial support ecosystem.
I should point out that Ramsey uses the terms “disrupt” and
“hijack” without implying a value judgment. He is describing changes in
consumer behavior that are observable trends, like them or not.
PUBIC RADIO’S FUNDING
MODEL
Public radio as we know it began with the creation of the
Corporation for Public Broadcasting (“CPB”) in the early 1970s. CPB supported NPR directly during the early
years. Then in the early 1980’s (thanks
in part to Bill Kling and American Public Radio – “APR”) the funding mechanism was
changed. CPB began sending the bulk of their money to stations, not to NPR. This
created a “program market economy” where stations “shopped” with NPR, APR and
other providers. This process continues today.
BYPASSING PUBLIC
RADIO STATIONS
Listeners are asked to support public radio stations, not
NPR or other producers. Serial bypasses stations and goes
directly to listeners, in a sense competing with the stations that introduced Serial to their listeners via TAL. Ramsey describes it this way:
You
don’t support the station you may have heard the first episode on, you support Serial, the podcast (technically you
support WBEZ in Chicago, but that fact is underplayed in the fine print).
So
here’s what Serial has achieved:
1.The show hijacked the attention, time, and listening of public
radio fans and moved a portion of it off public radio per se
2. The show hijacked the relationships that exist between local
public radio stations and their listeners by gathering emails for fans of
Serial, thus launching new – and direct – relationships off the public radio
grid (I can’t do that for Fresh Air, can I?)
3. The
show circumvented the “you support the station, the station supports the show” business model by
linking support directly (superficially at least) to Serial, the show.
Again, let me stress, Ramsey is not
saying this good or bad. It is a trend –
reality, so to speak.
WHY LISTEN TO MARK
RAMSEY?
I call Ramsey “The King of All Media – Platforms.” He
looks at commercial and noncommercial radio, podcasting, online streaming,
mobile, etc. from the end user’s point of view.
Consider this: Ramsey has spoken several times at PRPD conferences. This year he is the keynote speaker at Momentum – the annual conference of
Contemporary Christian Broadcasters.
His observations are valued by The God Squad and public radio programmers alike because they are
based on the fundamental (no pun intended) reasons why certain messages appeal
to people and others do not.
Here are some basics of Ramsey’s philosophy in his own
words:
• “You
don’t fall in love with distribution channels. You fall in love with content.”
• “In many cases radio continues to be
obsessed by short-term priorities and minimizing risks… If we banish
experiments, we extinguish our future.”
• “Don’t pigeonhole content so that it’s
tied to one particular platform…[to do so] is to diminish and restrain potential.
In other words, be in the world as it is, not how it once
was or how you wish it could. The key is
HOT CONTENT no matter what platforms
you use. Terrestrial radio still reaches large audiences -- a reality TAL used to its advantage getting the
word out about Serial:
Never
underestimate the power of launching a program on a hugely popular stage. Just
ask the TV show that follows the Superbowl.
COMING SOON: hivio – THE AUDIO FUTURE FESTIVAL
Mark Ramsey is one of the organizers of hivio, now in its third year. hivio brings together broadcasters,
online radio providers, music streaming services and digital entrepreneurs. It is June 4th & 5th
in LA at the legendary Hollywood Improv.
Learn more at [link].
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