Apostar nos conteúdos mais locais (a partir da net)

«Get into the local content business. I’d start a website with music, social networks, artist interviews and other embellishments for every college and high school in your terrestrial listening area. Radio folks would do it the other way – one website for all local colleges. Radio works best when it is local. The Internet is your friend. It enables you to reach out to markets that may not ever listen to your terrestrial stations. After that expand by interest or social group. Impossible? Costly? It’s being done all the time in the Internet world by young entrepreneurs on what even today's radio would consider chump change. (...) 4. Start your own Internet-based record labels. That’s right. I’d do this in a Hoboken heartbeat. The big four labels are coming after radio in an effort to repeal the performance tax exemption. If I told you that the young people I meet on campus would rather listen to independent artists in many genres, would you believe me? They want less repetition. They want more discovery. This could be easily done on Internet streams. And you don’t have to – and shouldn’t even want to – link the names to your radio stations. There is no magic in making everything you touch B-93 or whatever your brand is. And the label? You take music submitted by artists who will waive their rights fees and make it available in a stream and purchasable by download. Split the profits. Drive those greedy record labels nuts.» Jerry Del Colliano, Saving Radio, 21/02/08

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