de acordo com um estudo A Day in the Life (um dia na vida), elaborado pela agência de meios Nova Expressão para a Columbus Media International e efectuado pela Netsonda; Lusa, 12/12/07 («Media: portugueses entre os consumidores com mais horas de Internet mas tempo de leitura de jornais é baixo - estudo»)
Não há rádio comercial sem publicidade, pelo que também não há programação de rádio que, não agradando aos ouvintes, não agrade aos anunciantes (para agradar aos anunciantes, a rádio tem de agradar aos ouvintes primeiro).
Chegar ao máximo de ouvintes (pelo menos ao máximo de ouvintes do alvo definido) só se consegue satisfazendo as necessidades e os desejos dessa audiência potencial - mas como saber o que quer essa audiência, o que querem saber as pessoas?
Até agora havia basicamente duas formas: antes e depois do produto estar no ar; antes, fazendo um estudo de mercado, sondar o mercado (baseando-se tambem em experiencias anteriores) ou arriscar; depois, em função dos resultados (e, mais uma vez de estudos de mercado); a lógica da reformatação resulta quase sempre da constatação - via audiencias - de que ainda não chegou a resultar ou de que já não está a resultar;
A internet, atraves do aumento do feedback, da criação de comunidades e da logica de recomendação, permite saber - em muitos aspectos o que qué que o publico quer; os canais de streaming são disso exemplos notaveis. No LastFM pode saber-se as faixas mais tocadas, as mais recomendadas, aquelas de que o publico mais gosta. Ou seja a rádio (convencional) tambem pode tirar partido da internet, apostando em ligar-se a sites de partilha via streaming ou simplesmente usando a informação que lá está disponivel.
Assim conseguirá projectar a rádio que os ouvintes querem - ainda que isto seja uma generalização - e não aquela que os programadores acham que eles querem ou ainda - pior - aquela que as editoras discográficas querem...
A proposito da compra pela CBS da Last.FM, uma pergunta feita por Marc Fisher no WP:
Ou seja, até que ponto a industria classica, passiva e secundária, estará interessada em interagir , em receber os ensinamentos, as experiencias da LastFm, que resultam directamente as experiencias dos utilizadores; o que é a LastFm depende em muito daquilo que os seus milhões de utilizadores fizeram, escolheram; a compra da Last Fm foi a primeira experiencia da industria junto dos novos operadores de streaming - simbolicamente é tambem muito importante.
«Does online crowd-sourcing really produce dramatically different playlists from the traditional market research that radio stations engage in and that listeners love to whine about? »
(ou seja, até que ponto as playlists criadas em serviços de streaming são - feitas as contas - muito diferentes do mainstream? se sim, isso mudará alguma coisa na programação (isto é, poderão servir para ajudar a industria)? se não, o que concluir?
Se os telemóveis podem ser uma oportunidade para chegar a mais ouvintes, também são eles próprios concorrentes, ao alojarem ujm conjunto de outros serviços que se podem considerar concorrência com a rádio tradicional, nomeadamente ao nivel musical: cartões com memoria, leitores de mp3 incorporados e serviços de streaming musical, como esta da Sprint: «Sprint Nextel and RealNetworks, the leading creator of digital media services and software, today announced the launch of Rhapsody Radio on the Sprint PCS Vision Multimedia Service. Available nationwide, Rhapsody Radio provides Sprint customers high-quality streaming radio stations from Real's award-winning Rhapsody online music service, streaming podcasts, "Beats N Breaks" (a new freestyle rap service), and music news and videos. (...) "The addition of Rhapsody Radio gives customers a popular catalog of commercial-free streaming music, music news and independent music videos which will allow Sprint customers a new way to discover artists." (...) can be purchased a la carte through the phone (...) the cost is $6.95 per month for unlimited access» 19/09/2005
«Advertising Age predicts the end of the 30-second commercial. Some say that all commercials will be replaced by self-selection of consumers»
« In an environment where everyone is discussing the migration of viewership to the Web, the baby boomer generation still demonstrates a preference for traditional television, according to research commissioned by the Hallmark Channel.
"The Consumer Television and Technology Study," conducted by Millward Brown, also indicated that baby boomers are less likely to fast-forward or skip commercials. These findings were a stark contrast to the millennials, who actively choose new technology and products such as digital video recorders, video on demand and pay per view to watch video content.
Among some of the key findings: only 31 percent of millennials believe new TV technologies are complicated and difficult to use, as opposed to 55 percent of baby boomers. The research also found that 52 percent of millennials are more likely to consider mobile devices as forms of entertainment, versus 35 percent of boomers. Additionally, 27 percent of millennials go to Web sites to watch video, compared to 9 percent of boomers. ( The national survey involved 1,200 cable and satellite viewers via telephone.» Hallmark: Boomers Prefer Traditional TV March 27, 2008 -By Shahnaz Mahmud
an iPod may have all the music ever made, but it has ZERO personality
MAIS:
«TNS, which provides the likes of us will sorts of useful data, doesn't actually track all of the Internet and radio ad business. TNS tracks Internet display advertising, but not search. So, um, Google's not in there. And in radio, TNS doesn't measure spending at the two biggies: CBS Radio and Clear Channel. TNS puts the U.S. radio market at $10.7 billion in 2007, but most other estimates put it at about twice that. Similarly, TNS put online display advertising at $11.3 billion, about half of the total Internet advertising market. Grouchy nitpicking aside, TNS' conclusion is still likely accurate. The Internet Advertising Bureau put 2007 Internet spending at $21 billion, a 24% increase. The Radio Advertising Bureau estimated the radio ad market at $19.6 billion, a 2.5% decrease.» Report: Some Of Internet Bigger Than Some Of Radio | March 28, 2008
«Regarding yesterday’s piece on “The Future of Radio” from the Washington Post (here), Ralph Guild writes, “There isn’t ‘a’ future, just a future and like AM and FM some people will like one format and others will like another. Broadcasters have to stop talking about the future and start investing in the ones they believe in before anything will happen. Ultimately, it will be what the listeners prefer and they have no idea what they will prefer until they can try it.”»
RAIN READER FEEDBACK 25/03/08, RAIN
« (...) However, something and someone is going to put radio to the death throne. Apple is in discussions with the big music companies about a radical new business model that would give customers free access to its entire iTunes music library in exchange for paying a premium for its iPod and iPhone devices. The “all you can eat” model, a replica of Nokia’s “comes with music” deal with Universal Music last December, could provide the struggling recorded music industry with a much-needed fillip, and drive demand for a new generation of Apple’s hardware. Again, what does this mean to radio? This means another stab on the chest for radio broadcasters. First, there was the mp3 player, specifically the iPod that stole terrestrial radio listeners. Then there’s HD Radio which unfortunately failed to give radio stations a run for their money. And of course, there is the satellite radio.» iPod Kills The Radio Star: Good News and Bad News for the Future of Radio, 24/03/08, RadioJingles.com
«Music applications are the fastest growing services on mobiles today, a report from TNS Global Technology has found. The TNS Global Telecoms Insight study, which interviewed 16,000 respondents across 29 countries, found in the last year that the use of MP3 players on mobile phones has risen by 78% and the use of radio via mobile by a massive 140%.
Growth has occurred in every region with particularly rapid adoption seen in Latin America and in emerging Asia, where 45% of users list FM/AM radio as one of their top-3 choices for purchasing a mobile phone – making it a more popular application than SMS (texting), internet access or even a camera.
Matthew Froggatt, Managing Director of TNS’s Global Technology sector says, “Radio-enabled mobiles take away the need to have a separate music device like an MP3 player and should lead phone manufacturers to win the battle for control of the earphones. »
MOBILE PHONES ARE MUSIC TO THE EARS FOR RADIO SAY TNS, TNS 26/02/08
«Two thirds of young people aged 16 - 21 now listen to some form of mobile music on the go, MOBILE PHONES ARE MUSIC TO THE EARS FOR RADIO SAY TNS, TNS 26/02/08
«It's at times like these when my thoughts go to the scene of a General smiling in a foxhole with a subordinate who asks, "Sir, we're totally surrounded by the enemy. Yet, you have this big smile on your face. Why?" The General replies quickly, "Because now I can attack in any direction!"
Radio industry executives are finding themselves cowering in foxholes these days. They're embattled on multiple fronts, yet carry no strong plan of attack for any direction. While there's plenty of buzz and a few attempts to move where the crowd is going, there are no outstanding success stories to report. Radio industry trades carry very little news about internet initiatives, either locally or on a national/regional scale.
Radio Industry Has Little Time to React Audiographics Ken Dardis, 3/03/08
(fecha - o segundo choque?)
ou como se demonstra mais uma vez que a industria tem dificuldades em compreender a net (o exemplo da pub)
«(...) why is there no radio industry-backed web site that explains the process of radio advertising to local advertisers? Why is there very little found on the web that instructs local advertisers on how to use broadcast radio? (...) What you won't find in that search, or any search of related keywords, is anything from the radio industry that offers help to a business owner looking for guidance on radio advertising. Excuse me. This is outrageous in today's media climate. As everyone in the radio industry continues their claims of turning towards the internet for non-traditional revenue, here's a clue as to how this is going to end up: same old, same old (as in commitment, effort, and payoff).» Radio Industry Has Little Time to React Audiographics Ken Dardis, 3/03/08
OU COMO SE PROVA QUE UM MEIO PODE SUBSTITUIR O OUTRO SE TIVER VANTAGENS SOBRE O ANTERIOR:
«The Pony Express operated from 1860 to 1861. It was an expensive service for letters and most people couldn’t afford the up to $5.00 dollar cost of sending mail. The founders always assumed the federal government would come through with a contract to provide most of their income. It never happened. The U.S. government decided a new technology called the “telegraph” would be better and eventually, The Pony Express folded. Both services were able to deliver messages – one by traditional letters via riders, the other by Morse Code via wire. Both the Pony Express and telegraph delivered the same content. The telegraph just was able to do it faster and cheaper.
Is AM and FM today’s “Pony Express” and WiMax the next “telegraph”? When WiMax takes hold, Internet Radio and Podcasting might be able to do it better than AM and FM because startup costs for stations will be very modest, no one will need to apply for a license to broadcast, the F.C.C. won’t have control over WiMax-enabled radio stations (at least as of now), and stations will be able to narrowcast to a smaller audience with more unique content because less overhead will make it easier to support niche programming. Given that scenario, this is no time for anyone in traditional Radio to look down their nose at the upstarts and wannabes because it is only a matter of time until they are given the technological footing to compete equally. All they will have to do is come up with good content – better content than old media did.» (How Will We Define Radio in the Future? Corey Deitz, 3/01/07)
« (...) music lovers and people with stories to tell were undeterred. They loaded their podcasts onto the Web, waiting to see who might listen. Podcasts proved once more the human passion to share culture through sound. In an atomized society in which personalized media technologies seem to narrow the possibility of a mass, shared experience, people of all ages still gravitate toward the corners of the media landscape that offer serendipity and community.» (Fisher, 2007: 317)
«Radio survived TV's rise albeit in a whole new incarnation, because it served a convenient role in our daily lives and because it helped us believe in the American myths of mobility, individuality, and can-do savvy. Radio isn't what it used to be, but it never really was. Despite its troubles, radio is as much about the future as it is about the past. That future lies where. Todd Storz, Hunter Hancock, Hal Jackson, Cousin Brucie, Jean Shepherd, Bob Fass, Tom Donahue, Lee Abrams, and so many others found their inspiration - in the voices of those who open their souls into a microphone, and in the imaginations of those who feel compelled to listen.» (Fisher, 2007: 310)
«In a nation of lonely people, when we hear music that moves us, or a political argument that sways us, or simply another human voice that tells us a story, we find company.» (313)