3.0.2 O consumo passivo

A 'cegueira' da rádio deve ser vista como uma mais-valia

«Radio, on the other hand, has an advantage even over the printed text in being entirely non-visual and can thus let as a secondary intellectual medium - one through which we can absorb many if not all forms of information and ideas while being free to do something else. (...) the blindness of radio should be seen as a precious asset» (Crisell a, 2006: 10) 

«(...) if we wish to broadcast informative and analytical material, then having regard to the innate character of radio and television and starting, as it were, with a tabula rasa, we will find it more effective to do so through the blind medium of radio than through the pictorial medium of television.» (Crisell a 2006: 12) 

(com que implicações ao nivel do proprio futuro da rádio? isto significa que ela se deve continuar a centrar no seu elemento sonoro, em detrimento das caracteristicas multimedia? colocar a questão no consumo passivo)

conselhos para um regresso dos jovens à rádio musical

segundo Jerry Del Colliano (COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08):

«(...) When I arrived at USC four years ago for my radio sabbatical, I was shocked to find young people so distanced from radio. It didn’t take me long to find out why. Other alternatives. More time on the computer, cell phones, social networks like Facebook, but the worst cut of all was the one that could have been prevented. (...) So, here’s what I observed as their advice to radio:
1. Too much repetition, not enough new music.

2. Feature knowledgeable djs.

3. Fewer commercials.

4. Make better commercials.

5. Forget HD.

6. Personalities are the appeal.

7. Make content for their portable devices.

8. They want to be your program director.

 

Incluir a participação do ouvinte na estratégia

«They want to be your program director. In the past year I’ve observed how much this generation wants to "mash-up" or contribute to the entertainment they listen to. Hell, YouTube is the "mash-up" capital of their world. You can shoot it, add music, collaborate, stage it, fake it, steal it -- and you never need a PD (As a former PD this hurts me to write that line). Any radio strategy that doesn’t include listener participation and active input will fail. Back in the 60’s when stations first started playing "Instant Gold requests" on-air, listeners burned up the phone lines to call in a request. Radio hasn’t gone very far beyond that.»
COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08

Produzir conteúdos para os LAD

«Make content for their portable devices. Many students faithfully listen to podcasts. Podcasting is the next radio -- have I said that lately? The reason I keep saying it is because it is. The next generation wants to time delay its entertainment. They want to control it -- stop, start, go back, advance. They are less likely to tune in to 24/7 programming and more likely to "subscribe" (for free -- I'm just using the term "subscribe" to mean sign up) to what they want. This is mandatory -- get into podcasting. And if you're going to do it with the current air staff, you'll lose. You need an entire new approach from content, production, marketing and sales. (...) Two, learn about podcasting. You're going to see me talking about the new radio a lot in the future. I am jumping in with two feet -- not just with one toe. I advise the same to you. Podcasting is not as easy as you think. Of course, it's easy to do technologically -- that's not what I'm saying. It's the content, the presentation, new ways to market (no commercials) and make a profit. If it sounds like radio on a memory stick, it won't pass the test with Gen Y.»
COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08

O WiMax põe a net em todo o lado; e a rádio?

«Universal WiMax would make it seamless for consumers to have Internet-based music, information, communication with them everywhere. The advantage that radio transmission now has -- it's everywhere and it's free -- would be reduced to one thing. It's still free. But consumers would likely pay a premium to get Internet on-the-go.
That's why Internet streamers could be the next broadcasting revolution when their delivery system is put into place.
(...) I'm thinking -- and you may be, too -- that terrestrial radio companies might be ready to get into the content business. That's pictures, video, text and audio and become a new age broadcaster. How exciting is this? The salvation of Internet streamers is the arrival of a WiMax network. But some broadcasters seem to have a hard time seeing that the salvation of a dying radio industry is also this new form of wireless accessibility. Not transmitting a terrestrial stream over the Internet. That's so 20th century! But creating new content for the delivery system of a new age.»
fonte: Jerry Del Colliano, Watch WiMax Inside Music Media, 17/04/08

A presença de animadores (e vozes)

«Many radio stations have focused recently on ‘more music’, and less local presenter involvement - particularly the commercial radio operators. It seems a little peculiar to me that radio has taken away the main differentiator between it and my iPod: after all, my iPod plays a better choice of music that I can find anywhere on the radio. (.,..)There are millions of young people enjoying speech radio every day, though some might not think they’re listening to the radio; after all, a good bit of speech radio, prepackaged and made available as a download, is what most people call a ‘podcast’. I believe that radio’s future depends on great content. If programmers focus their attention at the bits between the records, and less slavishly on following their music testing, then we can ensure radio’s future. If radio is just to become a non-stop ‘music aggregator’, then last.fm and services like it will always do that job better (even if last.fm’s algorithms need rather a lot of work).»

Rádio 2.0: colaborativa e participativa

«If your definition of “2.0″ is a much more collaborative experience, where many people provide the content you’re looking for, then Radio 2.0 was born with the advent of the request show or the phone-in. Of the ‘old media’, I’d claim that radio has always been the most democratised, most involving media there is. If your definition also includes “giving control to th audience”, then (quite apart from the superficial control that request shows give the audience), again radio has a good story to tell. Listen-again services, like the BBC provides with their BBC iPlayer for Radio, have succeeded in takng radio away from being an uncontrollable linear stream of content to one that is more malleable. It’s particularly good for niche programming - if you look at programmes like Radio 1’s Essential Mix, you see that it has nearly as many listeners online as onair. The iPlayer provides the long-tail and discoverability of content that is the issue with an old-fashioned linear stream.»

«Satisfazer as necessidades dos ouvintes em formas novas e excitantes»

«It must be NAB's role as a lobbying arm that predisposes it to see PR as a hammer and every challenge as a nail. You don't reinvigorate by saying you will. You reinvigorate by doing what's reinvigorating. When that happens, you don't need to "remind" listeners of anything. Nobody wants to be "reminded" of stuff they already take for granted. They want to hear about what's new. And that, my friends, is radio's true challenge. Radio can make much more headway with its audiences in a new media world by grabbing opportunities which satisfy listener needs in new and exciting ways. This is what CBS did with last.fm. This is what Radio One did in its dive into social networking.» Mark Ramsey

É um blogue? Não é uma rádio!

«CBS Radio re-launched their legendary NY rock radio station WNEW recently. It's a group blog about music, it's a last.fm group (built by the combined scrobbling history of all of the group members), it's an internet radio station, and it's available over the air on HD2 at 102.7 (you need an HD radio to get it).(...) Maybe the golden years of the 70s and 80s are long over, due to the iPod and other forms of portable music and the changing dynamics of the music industry. But I think radio does understand what it has to do in order to hang onto its audience and bring new listeners (younger more technologically inclined) into the fold.» It's A Blog, No It's A Radio Station, Wait It's Something Altogther New Fred04.15.2008

O que pensa a industria (EUA) sobre o presente e o futuro da rádio

«(...)Rehr continued, "We know that the world has changed. Consumers have more options than ever before. The media landscape is rapidly changing. We’re being buffeted by forces larger than our industry. Some in the business are a bit disoriented. Some are overwhelmed by the changes taking place. Frankly, some are not optimistic about broadcasting’s future."
After noting that "broadcasters can be a bit of a cynical bunch," Rehr said, "I’m afraid that some people in this business have been staring so long at the door that’s closing, they haven’t seen the new door that’s opening. The digital door." (...) Listeners still want what they’ve always wanted. Technology hasn’t changed that -- it has just changed the devices of delivery. This is not to diminish the challenges or uncertainty of the radio business. In fact, I think one thing that’s changed is that many in the industry have been so worn down by the battles and buffeting, that they themselves have forgotten the magic of radio. But we have not forgotten." (...) being local, in and of itself, is not what defines radio’s value. It’s the accessibility and the connection with radio personalities. And it’s being everywhere and available to everyone. A radio is not a jukebox.(...) "If you’re listening to radio, you want to hear a human voice sharing that same moment in time that you are. There is power in that personal bond. A CD doesn’t have that connection. An iPod doesn’t have it. No, our model is not broken."» Rehr: ’Radio Remains Relevant’, Radio Ink, 15/04/08

 

O que pode fazer a industria da rádio para competir com a net

«Radio needs to become a service provider for portable media players so listeners can customize the traffic they want to hear on their device, for example. In a session during Sunday’s Broadcast Engineering Conference, Wilson said radio’s current, inefficient frequency allocation would need to be re-worked to permit such customization. He would co-locate channels and use single-frequency networks to make more efficient use of spectrum.
He expects pushback from the FCC and broadcasters on such a frequency re-allocation, but he said radio needs to adapt to changing times to survive.» RWONline, Wilson: Radio Needs to Adapt or Face Obsolescence, 14/4/08

Uma rádio (EUA) que compra redes sociais

«(...) Radio One Inc., which is pinning future growth on Internet outlets, has acquired social networking company Community Connect Inc. for $38 million. (...) It said Community Connect's sites have more than 20 million members. (...) Radio One (NASDAQ: ROIA) owns and operates 53 radio stations in 16 markets, including four Baltimore stations: WERQ-FM 92Q Jams, WOLB-AM 1010, WWIN-AM 1440 and WWIN-FM Magic 95.9. Its stations primarily target African-American and urban listeners» fonte: «Radio One buys social networking company for $38M», Baltimore Business Journal - by Jeff Clabaugh, 11/04/08 

Um novo e necessário modelo de comercialização

«Assume for a minute that radio's revenue growth via the traditional commercial platform is going to continue to be challenging.  And if your station specializes in lower demand demographics like 18-34s and Teens, you know that radio has fallen out of favor with many key advertisers, with no apparent turnaround on the horizon.

Yet, many major advertisers haven't changed their target demographic strategy.  They've changed tactics.  And radio, especially formats like Alternative and CHR, has to respond to this shift in order to survive. (...)

Looking at it a different way, youth-targeted radio formats might be able to lead the way to revenue growth for the radio industry.  There are billions of dollars available chasing youth (maybe even more than for aging baby boomers).  Maybe these stations need to consider some serious experimentation by re-structuring their promotional, digital, and sales models.  Maybe they need to, in the words of Jason Calacanis at Summit 12 - "surrender" to the reality that the current business model is not the road to revenue growth.

Let's invent a new one, and in the process, begin to reinvent the way that radio interfaces with advertisers - and the audience.»

fonte: Follow The Money - Part II, Jacobsmedia, 9/04/08

A tecnologia ajuda a reconhecer e identificar as canções

«(...) fresher radio technologies could solve the problem.  Terrestrial streams frequently transmit identifying information using RDF, though emerging satellite and HD (or digital) radio streams package metadata far more effectively.  That means that fans can easily identify track information without the assistance of a deejay.

But HD radio technology actually enables a more interesting step.  Just recently, Clear Channel Radio started streaming digital stations that allow instant iTunes tagging, thanks to technology supplied by iBiquity Digital Corp.  More specifically, songs are tagged within an iPod for subsequent purchase on the iTunes Store.  

A total of 440 HD radio stations, and 340 HD2 stations now carry the capability, though just one tag-ready receiver is currently on the market.  "Radio continues to be the number one way that people discover new music, and the HD radio iTunes tagging capability lets listeners add songs to their iPod playlists with just a push of the button," explained Clear Channel Radio president and chief executive John Hogan.»

fonte: «Impulse iTunes Downloads: The Radio Rollout Begins». Digital Music News, 7/04/08  

Há lugar para a rádio convencional (na net) em consumo activo

A proposito da questão aqui colocada sobre o que será a web 3.0, imagine-se, perante a oferta de milhares (cinco mil, dez mil?) rádios on line, um software que funcione como alertas/tags para nomes de artistas, palavras-chave em (nome de) musicas, etc.

A partir de uma lista de termos pré-definida (e constantemente editável), posso saber não só que músicas (que me interessam) estão a tocar em qualquer site do mundo como - quando essa informação estiver de tal maneira organizada/generalizada - as que vão tocar e as que me interessam.

Dificil? «Mediaguide currently tracks the real-time airplay of more than 2,700 terrestrial radio stations in every state in the U.S. This allows Radio Companion users to see what is playing right now on any of their favorite radio stations with just a few quick clicks on their BlackBerry smartphone. They can then select the music track to have its details sent instantly to their email account, with a direct link to click-through and purchase the song online.»

[este cenário faz equacionar diversas questões:

- excesso de escolha exige uma forte capacidade de selecção (a busca avançada do Google já não chega...), sob pena de se tornar ingovernável; o utilizador também vai ter de se adaptar para esse consumo activo

- acentua-se a capacidade de controlo do utilizador (ele só ouve o que e se quer)

- é uma forma de valorizar os conteúdos classicos da rádio, ainda que já alterados; isto mostra que o consumo activo pode basear-se, pode partir da rádio clássica, desde que ela esteja na net, tenha o seu streaming organizado e anunciado e entre nas diversas redes de procura); isto mostra também que a escuta FM/AM é um anacronismo e que não tem condições para continuar a vigorar; que há espaço para uma emissão programada de rádio desde que se adapte às exigencias.

OUTRO EXEMPLO de como a rádio convencional pode tentar resistir, desde que se adapte - DESDE QUE EVOLUA (sem ser necessário transformar-se noutra coisa que não rádio): a rádio pode avisar os interessados das musicas que vão passar, de acordo com escolhas/opções/tags definidas por esses interessados previamente. 24 horas antes? 12  horas antes? cinco minutos? quando o utilizador quiser... Além de conquistar utilizadores que não estarão a consumir essa emissão (caso contrário não teriam subscrito os alertas - por email? por SMS?), conquista uma poderosa base de dados com os gostos desses utilizadores; gostos que não deve negligenciar se quer fazer uma emissão que se adapte aos gostos desses ouvintes. Além do mais, está a dar importancia, poder ao utilizador, seguindo aquilo que parece ser uma tendencia evidente.

O que é que a rádio deve fazer para sobreviver

«Part of that “engage the consumer” business is to make sure that radio’s available on “every mobile phone, PDA and mp3 player within five years.” The Emmis boss says “we have to be there, we have to be 360 degrees, everywhere our customers are.” Many Nokia and Sony phones around the world already come equipped with radio, and Jeff says in this country, “We believe it’s a perfect solution to the WARN Act” about emergency notification. There are “discussions with the American cellular industry” about making radio standard in phones. As for iPods: Jeff says a radio unit is already a best-selling accessory for the iPod. (Nobody asked about AM radio, by the way: it’s got a less-certain path to inclusion in future devices.) Smulyan insists that radio “isn’t hiding from new technology, we’re driving it.»

fonte: Taylor on Radio-Info, Wanted: Some backbone, 3/04/08

A rádio AM/FM será (apenas) um formato alternativo?

«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

A industria não explica os beneficios da publicidade on line

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

Novas oportunidades e nova competição

«Today we’re living in a changed world. The speed of change has made some industries obsolete in a moment’s time. The promises of the Internet have come true, but not exactly as predicted. Its impact is bigger and faster than anyone anticipated. Radio faces new opportunity as well as new competition. Every cell phone in the world is a portable media device that places media content in the hands of every person worldwide» (From Radio Inc 08 conference, rec.radio.shortwave, 13/03/08) 

O consumo de rádio online nos EUA

«Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the past week; an increase of two percentage points from January 2007»