We have frequently
reported how the Public Radio Exchange (PRX) has changed the landscape for
noncommercial programming syndication. Now PRX is leading public media onto
digital and mobile platforms. PRX is
combining the ubiquitous reach of broadcast radio with the insurgent vitality
of podcasts.
[Disclosure: In the
past, I have worked as a paid consultant for PRX.]
In the past couple
weeks, two of the leaders of PRX – Kerri Hoffman, CEO and John Barth, Chief
Content Director – have been featured in high-profile venues.
Hoffman was
interviewed in Fortune magazine by
blogger and KALW talk show host Lauren Schiller [link]. Barth spoke at the annual PRNDI meeting in St. Louis where received
the Lee C. Lee Award [link].
Taken together,
Hoffman and Barth offer a clear analysis of where public media, particularly
public radio, is today and where it may be heading.
Here are some of
the key takeaways:
BARTH: IS PUBLIC RADIO THE OLDSMOBILE OF
MEDIA? OR IS IT THE TESLA?
Let me simplify it: the greatest threat to
public radio is not money or politics or even our competitors. It is public
radio itself.
And we can boil it down too two questions:
Do we want to be the Oldsmobile of media? Or the Tesla?
For now the answer rests a lot with station
managers, even more than with NPR or APM, PRI or PRX. And we all know that the
audience has the final say — because
public radio is the public we serve. They vote with their ears.
I want to be riding in a Tesla. I hope you
do too.
HOFFMAN: WE MUST GO WHERE THE LISTENERS ARE
GOING
How do we make sure that our services go
where the listeners are going? Right now that’s mobile. The new audience is
really where we are where we want to be — the diverse audience and the young
audience, and the young people who haven’t been buying radios. How are they
finding content and how do we get in front of them?
BARTH: HOW “BIG DIGITAL” VIEWS PUBLIC RADIO
First, the people at Google, Facebook and
Amazon are super smart. And they will work with anyone. But they have no
allegiance to what came before. The ability of what technology can do, comes
first. They know that nostalgia is not a strategy. Their mindset, for good or
bad, is very different from Lake Wobegone.
Here’s how they look at legacy businesses
like public radio:
a) can we buy them?
b) can we partner with them, make money, get
data about their audience and steal those customers away?
c) can we crush them, because after all, our
technology will outpace whatever they are doing and in the end they will not be
that relevant.
Our public radio world puts public service
and respect for audience at the center. That other world of technology…is only
about business, period. Not the integrity of our form of journalism.
BARTH: PUBLIC RADIO’S JOURNALISM MUST BE
ABLE TO COMPETE ON ALL PLATFORMS
We need to fight for the role that used to
come with a press pass and a microphone.
In fact, as Facebook becomes the dominant
news distribution site, their algorithms, their presentation…their medium
controls to come extent, your message and who sees it. And who sells it. This
is one reason PRX launched RadioPublic.
We need more control over the next digital
platforms that touch listeners, as public radio stations do now. This is
another reason why NPR One is so important, too.
Anyone with eyes and earbuds can tell the
next wave of listening is mobile, it is digital and it is here. You know that,
but I’m afraid many people in public radio still want to debate that point.
These early wild west days of podcasting are only one sign. And it, too, will,
morph and consolidate.
Ask NPR and almost any station leader how
challenging this situation is –the whole structure of how public radio works is
at stake. What that means for how public radio sounds, appears, reports in
different media is existential.
No comments:
Post a Comment