The Future Of Brisbane Radio?

I'm going to write down the name of eight bands/artists here:

Pink
Gwen Stefani
Plain White Ts
Snow Patrol
Jack Johnson
Silverchair
Evermore
Missy Higgins

And now I'm going to write down the name of 4 Brisbane radio stations

Nova 106.9
B105
Triple M
97.3

Can anyone guess the connection?

Irrespective of whether you live in Brisbane, Australia, or another city somewhere around the world, the link that all the bands feature on rotation at all of the stations will be a familiar story.

All of the stations claim to position themselves for a different market and a different demographic, but the stark reality is that within core listening times, they are all clones of each other.

Sure, the music offerings aren't exactly the same - Triple M concentrate on delivering more of a 'rock' angle (although they did play Fat Boy Slim the other day), Nova offer a more 'youth' direction (which means house, R&B and hip-hop) and 97.3 flog the 80s to death too (which is something Triple M also make a play with), but the problem is, there are a number of artists on rotation on all stations.

Take for example the Plain White T's and their song 'Hey Delilah'. As an acoustic ballad the song fits into any demographic and any station. Put it in the middle of a song by Pink and say, Silverchair, at 11am, have a random announcer doing competition phone ins for free tickets to see the local sports team and you could be listening to any station in Brisbane...or any station in the world.

So, what's the problem? If listeners are still tuning in, where's the issue?

The issue is a similar problem that the recording industry faced back in the late 1990s. Technology and listening patterns were starting to change, and they weren't preparing for those changes. And by the time everyone realised what had happened, iTunes had swallowed up massive market share, effectively controlling the market to such an extent that the record companies couldn't afford NOT to be iTunes, leaving Apple to dictate the pricing, distribution and promotion of a song.

The internet has an estimated 100,000 audio streams. Brisbane has half a dozen major radio stations. What happens when the average car driver suddenly gets access to those 100,000 audio streams? Sure, people driving cars will still want news, traffic reports and so on. But imagine one of those audio streams JUST delivering traffic reports for your city?

Here's the scenario:

You get into your car at 7am. As you're pulling out of the driveway, you have the audio stream for traffic reports on for 5 minutes. You then flick it to the news audio stream - maybe some days you listen to the national, some days the state, some days the international streams - for another 5 minutes. Then for the final 20 minutes into work, you select a pop music stream.

No adverts, no DJs, no inane banter, no thickie phone-ins. Glorious, eh?

But who pays for it? How is it funded? Audio streams don't come for free.

Of course not, but lets look at another scenario for a moment. I pay $90 a month for my Broadband. Telstra approach me and offer me for another $30 a month, not only wireless broadband for my car, but also offer to install the receiver and equipment needed to not only listen to those audio streams in my car, but also for the kids in the back-seat to watch YouTube, the wife to check out our destination on Whereis.com.au and for us to upload Google Street Maps to check we're heading in the right direction.

Radio is no longer a part of the equation.

I had a similar conversation with someone from Channel 10 the other day about how, with TV moving closer and closer to being under total control of the consumer, advertisers continue to survive?

THe solution is simple: subscription. Charge me $100 a month and remove my adverts. Charge me $60 a month and drop bite-sized ads in the shows - twenty second ad every, say, 10 minutes. Charge me $30 a month, drop more ads in. Give it to me for free and make me watch all the ads.

How about this model:

Desperate Housewives Season 8 With No Ads: Download for $200
Desperate Housewives Season 8 with Fast Forward Ads: Download for $180
Desperate Housewives Season 8 with Locked Ads: Download for $140
Desperate Housewives Season 8 with Locked Ads & Promo Slots: Download for $100

Which would you pick? The point is...there's a choice.

Back to the original problem of the radio stations. Is there a solution? Maybe, maybe not. Myabe I'm just too fickle in my music tastes to really embrace any commercial music station, but the point is, unless they act now and work out the next step for their industry, they'll end up like the record companies, scratching their heads and wondering how they lost control of what they had.

And Pink won't care...she'll still be being streamed into cars...