[BC] Allocation Philosophies - Was: KKGM

[Rich Wood]

------ At 07:32 PM 7/19/2005, Tom Bosscher wrote: -------

>    Peter, I've oftened wonder why some newly formatted station 
> doesn't go with their channel number, as a secondary reinforcement 
> to their frequency. I know, I know the consultants would tell you 
> that 88.1 can be found on any car radio, whereas Channel 201 cannot.
>    But with XM and Sirius having channel numbers, it might be 
> something to think about.
>
>    Never thinking outside the box, but kicking the box out the way,

Sometimes there's good stuff in the box. If radio were to use channel 
numbers it would, effectively, capitulate to satellite. Why do we 
want to become more like satellite? With digital displays many 
stations stopped using Preying Mantis 102 and went back to exact 
frequencies. FM101 in New York could be two stations. What we want to 
do is capture every possible easy identification we can, not share it 
with the competition.

As I mention, at length, in an article in this month's Radio Guide, 
we shouldn't be feeding our competition. Our uniqueness depends on us 
retaining everything that belongs to us and makes us familiar to 
listeners. The more satellite radio spreads, the less we need to 
associate ourselves with them. There should be no terrestrial 
programming shared with satellite radio.

A number of groups are considering dropping all syndicated 
programming that is also on satellite. Why should I promote a show 
that isn't exclusive to my station? Most terrestrial show hosts spend 
more time mentioning satellite than they do the terrestrial source of 
the vast majority of their listeners.

If we were to use channel numbers so late in the game the 
identification value would go to satellite services, not radio. 
Arbitron would probably give ratings credit to one of the satellite 
services or kick the diary out if they can't figure out which Channel 
201 the listener means. When a station fills out an Arbitron 
facilities form they try and include everything a listener might 
apply to them. Channel numbers don't and never have applied to radio. 
They have applied to our satellite and TV competitors. Why give them a hand?

Rich

Rich Wood
Rich Wood Multimedia
Phone: 413-303-9084
FAX: 413-480-0010