IT'S THE NETWORK

You’ve probably heard the very popular telecommunication commercial “it’s the network”! The phrase embodies a feeling of superiority and excellent service with the network for all your cellular applications.
However when the phrase “it’s the network” is used at local radio affiliates, across the country, it takes on a whole different meaning. Generally assigning blame for something that went wrong with their programming, technical issues or sales challenges down to even the basic “I can’t ever get the request line”!?!
Both program providers and it’s cornucopia of clients have probably said in unison “can you hear me now” since corrective changes in this marriage must often times seem almost non-existent. And they tell each other “you’re not doing it right” the scary part of this statement is that there is truth from both points of view. The client believes they’ve done what was required to be successful with the national program provider and as does the network for its clientele. This is why some stations sound so natural with the network audio feed while to this day other struggle. “They just don’t get it” and once again both are right! The best example I can give is communicating in American English to someone who only understands the Queen’s English. You use the same words but some take on different meanings because of the culture. You both think you understand each other until what you’ve discussed has to be executed. Here’s a tip, simplify the operations manual to just bullet points, add a demo of stations who execute the format well with contact numbers for a small fee if need be or a regional engineers hotline who understand what you require to help those new or old affiliates whose struggling.
History really does repeat itself in this case. Network radio as we know it today began in the middle 80’s with the network radio pioneer John Tyler’s Satellite Music Network. SMN would send its engineer Carlos Hurd to set up and consult its network affiliate base; he was almost always on the road. Customer service was important since it was a new technology and the perception was to make the listener believe this better product came from their hometown. As the Network business grew with more competitors, the cost of doing business did too. Having a quality control guy roaming from affiliate to affiliate could no longer be justified. There lies the answer to many of the issues in this occasionally toxic relationship.
Plus in the late 90’s when a handful of radio companies grew at an alarming rate, the network program providers feared for the worst. Their effectiveness on paper appeared to be seriously compromised since that “handful” gobbled up many of their clients. In other words, the Wal-Mart business model came to radio. Mom and Pop along with some cousins and uncles were suddenly out of business, so the question became can we compete if “they” owned all the stations? At the time I was a junior executive with ABC and my answer was “Yes”! One day the balloon payment would be due and the “handful” will need a friend to help them with the enormous programming and personnel cost of this venture. Few saw the opportunity since the problem appeared so enormous and hopeless, after all what could this kid new to the table really know about this dilemma?

Under the current economic crisis the “network” has become like big government in today’s health care debate. But this time the Internet is the lobbyist and new technologies is the big money behind this effort to keep broadcasters in a cost per point quandary.
In the final analyst radio is using the survival tactics of the airline industry. Cutbacks on staff, contests, workshops, sponsored sales packages for clients and website options meantime listeners are moving to a variety of website options for a better deal. “Can you hear me now?”
Who would you rather do business with a company who offers new ideas and services for an additional fee or one who decides to charge you for services you once gave freely for years?
I hope you noticed the intentional telecommunication approach of innovation in the marketplace to enhance their bottom line. Their phone service, cable TV, high speed internet, your blackberry or iphone works better when you use our 4G system of highly integrated maps and networks. They are the now network because their products boost their profits. Innovation!
However where is the innovation with the airline industry, for luggage you pay, for the in-flight meal you pay, for pillow and blanket you pay. You pay for everything you once got for free. Now which one offers the customer a better deal? “Can you hear me now?”
In just a few weeks we’ll sing that line from the New Year’s song - ”may old acquaintance be forgot”. Upgrade your radio business model or you will miss the opportunities of the new day. The old adage; the world is your oyster has become a reality. Unlearn what you have learned; create something that will make people want to tell your story for you!

The global marketplace will make you restructure, rethink, reinvent the way you do business. Here are some more ideas along that line:
1. Bring back the client sales, marketing and programming workshops. Use Skype teleconferencing to bring affiliates together for ways to help their product. If security is a concern, publicize it! Tell the industry what you’re doing for your clients, since almost everything on the internet is free anyway.
2. Social Networking is huge! Facebook has over 300 million users, and Twitter has become one of the fasting growing sites. How can you use these vehicles or create your own social site with your network of affiliates? Take note: corporations have begun to jump on the social network bandwagon. By the way in a recent study from Rutgers University one out of every five twitter users are “informers”, posting information such as links to news articles. The remaining 80%? They are “meformers” posting updates mainly about themselves.
3. Celebrities are the leading many of their fans to these websites for social interaction. Don’t miss the power of your air-staff. Again most miss this opportunity to cash in on their intellectual capital for ideas and impact.
4. Synergy! If the telecommunications guys can offer bundles, why can’t you?
5. How prepared are you when the internet can be heard in your car? Just in case you haven’t heard it’s already on your mobile phone with digital quality! Go to http://www.broadcastevangelist.com/ if you “can hear me now” for more ideas.