Rádios em crise com a música (EUA)

«Ratings for rock radio stations have been languishing for years. The share of the 18-to-34 age group that is tuning in to alternative stations has shrunk by more than 20 percent in the last five years, according to Arbitron, while stations playing rap and R&B or Spanish-language formats have enjoyed an expanding audience. As a result, many rock programmers aren't sure what to play. "The format in the last couple of years has gone through an identity crisis," said Kevin Weatherly, program director of KROQ, a closely watched alternative powerhouse in Los Angeles. "You have stations that are too cool, that move too quickly and are only playing the coolest music, which doesn't at the end of the day attract enough of the audience. Or you have the other extreme, dumb rock, red-state rock that the cool kids just flat out aren't into." (...) Some analysts fear that, when radio stations switch from alternative rock to programming aimed at older listeners, they may be making a sacrifice. "Radio has ceded the younger demographic to other media," said Fred Jacobs, president of Jacobs Media, a radio consulting company in Southfield, Mich., specializing in rock. "I just don't know how we're going to get back people who didn't get into the radio habit in their teens," he said, adding, "It really becomes problematic down the road."».

fonte: New York Times, «Fade-Out: New Rock Is Passé on Radio», By JEFF LEEDS, April 28, 2005