Radio W.T.F – an Xperience Article

Radio W.T.F – an Xperience Article – by Art Fredette.

“Radios of the world are tuning in tonight,

Are you on the dial, are you tuned in right?

One of our DJs is missing.”   

Around the Dial- The Kinks

As I was sitting at the offices of Radioradiox.com, this song came across the station and, in light of the current state of radio, it couldn’t be more apropos. WTF has happened to this beloved medium?

Being on the high side of 50, I grew up with radio, fell in love with radio, and even went as far as to start my own station. Radio was a constant. It was where you got your music, it was your news connection, and above all, the DJs were not just announcers, they were your friends, your guides, a voice in the wilderness that understood music was a haven. Somewhere along the way, it all went to shit.

Times change, and change is difficult. Old things tend to fade, but what happened to radio was/is unnecessary and self-inflicted. After the FM heyday of the ‘60s and the ‘70s, the consultants in their suits descended on the industry with tight playlists, genre-specific formats, and an eye on the bottom line above everything else. Please understand that making money is not a sin and business is business, but money isn’t what killed radio, programming did. Programming – think about that word – is all about control. These consultants controlled what you heard; they controlled the depth of exposure you had to any artist or any artist’s catalog. Here are your six approved songs by [insert artist here], and you will hear one of them at five after every hour. Really? And yet, this is where the industry went. College radio held out for a while, but in the end, any broadcast major had to get in line if they wanted to work in the field after graduation.

Even with the lifeline thrown to the industry by the creation of the web, apps, and streaming radio, its overlords blew it. Just keep doing the same thing, the public won’t care. They are programmed. Let’s reduce our on-air staff and have announcers cover multiple markets. Nothing saves money like cutting staff, as they throw huge music festivals with overpaid and under-talented acts. Remove the local aspect and keep bilking the public. They won’t mind, they’re programmed.

The big streamers (you know who I mean) are really no different. It starts out good, a chestnut here and there, and then repetition seeps in. Make sure all the hits get played, make sure every other song is “recognizable.” It’s OK, they’re programmed!!  Same suits, different platform.

“I’ve been around the dial so many times,

But you’re not there.

Somebody tells me that you’ve been taken off the air.

Well, you were my favorite DJ,

Since I can’t remember when.

You always played the best records,

You never followed any trend.

F.M., A.M. where are you?

You gotta be out there somewhere on the dial.

On the dial. Somebody tells me that you’ve been taken off the air.

Well, you were my favorite DJ,

Since I can’t remember when.

You always played the best records,

You never followed any trend.

F.M., A.M. where are you?

You gotta be out there somewhere on the dial.

On the dial.”

I thank the lords of the airwaves for the few independent stations left, the crazies broadcasting on the web from their basements; you are the final line of defense. You are the people who really “heart” radio, and just maybe you can save this once venerable platform. And in doing so, save us from programming. I will be looking for you “around the dial,” and around the web. Viva! Quality Radio. Long live real live local DJs. And consultants … well, off with their heads!!!  Figuratively, of course, wink …wink.

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