Social Media Is The Death of Terrestrial Radio.
COMM 1270, Assignment 1-First Constructive, YOUNG
Dian W. Robinson
Dian W. Robinson
Satellite radio broadcast over the internet
threatens Terrestrial Radio. Therefore, Radio needs to embrace other
channels of distribution to secure the future of profitable radio.
For many years, Terrestrial Radio ( AM and FM
signals broadcast over the air waves) has dominated listening both at home and
in the car.
While traveling with my family to Moab, in the
mid 50’s, I had my earliest experience listening to Terrestrial Radio. From the
moment I heard Elvis Presley sing 'Love Me Tender' on KMOR radio, I was
hooked. I spent hours listening to the
top 40 hits. My first transistor radio was created by my Uncle Ballard out of a
small square 'tupperware' container.
I fell asleep listening to my favorite tunes,
much like teenagers do with their smart phones waiting for a friend's text or
twitter post. I often monopolized our 'party' phone line to be the
first caller to guess the hit tune, or trivia. I was a Terrestrial 'junky'
So what’s happened to the Golden Years of radio
in the 50’s and early 60’s? Programming
has changed. Today’s radio doesn’t spin your favorite 45’s (records).
Delivery
of radio has evolved. When the
Telecommunications Act of 1996 deregulated media ownership, several large
radio conglomerates became greedy. While gobbling up hundreds of radio stations
over the next 10-12 years, they created a less local influence. According
to John Reinan, "Terrestrial radio is increasingly homogenized, as
corporate ownership and syndicated programming have destroyed the local
autonomy of hundreds of radio stations nationwide.”
The recession, deregulation, debt, and
introduction of satellite radio altered the dynamics of radio forever
Syndicated radio personalities, can be heard
wherever you travel in the United States.. Today, FM music formats are massaged by contracted
consultants hired by radio station clusters covering several geographic
markets.
According to Great Speculations ,
“Pandora looks to challenge Terrestrial Radio’s Dominance in Cars.” Pandora has captured one-third of all 2014
auto contracts.
Bunk Robinson has been in radio for 45 years
and states: “ Up until now, I have always said radio will always be around
as long as we are a mobile society. I can't say that any more because, over the
last several years, I have watched with increasing concern the early onset of
other forms of program delivery, such as the walk man, ipod and early development
of the internet. Now, with the auto industry prepared to make
programming available by way of the internet, unless Terrestrial Radio is
willing to partner with the broad variety of other delivery services, it's
future is very limited. .”
Even though internet will continue to have an
impact on Terrestrial radio, they’re beginning to diversify their delivery by
utilizing Social Media. Radio personalities are connecting with their listeners
by Facebook and E-blasts. In addition to revenue generated by selling
commercials to their clients, Radio can now promote their business by Facebook, Eblasts and Web Banners
delivered via the internet and smart phone radio Apps.
New technological inventions will continue to
challenge Terrestrial radio. However, the Terrestrial radio stations that have
a future, will continue to be innovative with their delivery, content, and revenue
streams.
