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June 8, 2005 / Filed under: Advertising, Life, Services

"We play anything"

Recently, there have been some changes to local radio stations, here in Chicago. Many stations are dropping their normal music selection, and genre, and becoming stations that pretty much "play anything."

Some of these stations have been around for more than 20 years, providing the same music, and genre.

It’s funny to see them change direction, so suddenly – while potentially losing thousands of well–adapted listeners.

For example, an oldies station, here in Chicago, was once called "Oldies 104.3," and they only played 60’s and 70’s music – ever since I was a boy, it seems.

Now, it is called "Jack FM," which "plays anything, anytime." One minute, you could hear The Beatles, and the next minute, Counting Crows. There is really no set format or playlist that gets repeated. Everything is just "up in the air."

Slogans such as, "We play anything," or "Whatever we feel like," are being heard more frequently.

Listener controlled radio

This sudden change of direction for radio stations has a lot to do with "listener controlled radio," which has an obvious connection to portable audio devices, many of which can store thousands of CD’s.

Also, satellite radio has played a role, by often not playing any commercials, and providing very "different" set lists.

Radio, in my opinion

Personally, I don’t go anywhere near radio. I avoid it altogether. I can’t stand it.

Although these radio stations are realizing what’s going on, and adapting – I still hope I never have to go back to radio.

Why – with my portable audio device, containing thousands of songs – would I want to waste precious "music listening" time, by listening to annoying DJ’s, cheesy commercials, and mainstream songs – over and over?

These days, if I’m listening to music, it better be my own music, and in the order that I choose.

Television vs. Netflix

While on the same topic, Netflix has completely replaced television for me.

In the past, I didn’t watch that much television, anyway (other than live sports) – but ever since I joined Netflix, my viewing habits have become more involved, and more centered around my lifestyle.

The benefit of having movies on hand is obvious, but many people overlook other kinds of DVDs that Netflix offers.

There are hundreds of TV series on DVD. I can watch full seasons of certain TV series – on my own time, and at my own pace.

Toss TIVO out the window. I’ll just wait until the show comes out on DVD.

Not to mention – no commercials, or anything else that would waste my time.

Advertisers must adapt too

With all these "user controlled experiences" going on, a new challenge has been presented to advertisers, who have to try to get through to people who ignore radio and television.

I love being away from ads. I love being away from cheesy theme songs. It’s so peaceful.

However, I know that peace will end soon. Advertisers will find a way to get into my personal music and video methods. Some way, some how – it will happen.

Although I enjoy being away from advertising – if it’s done right, and if it’s not too intrusive – I still appreciate it.

I’ll be interested in seeing how advertising slowly creeps into "user controlled music and video."