When Should You Adapt A Niche Format
The last few years have been hard on specialty formats. Some formats were diminished with the advent of PPM measurement and a few, particularly Smooth Jazz, were decimated. Beyond that, many broadcasters found that the big-box formats were bigger than they realized. That’s one reason that CHR, Hot AC, and Mainstream AC ended up so jammed next to each other. There was, seemingly, always an open space for somebody else to play “Blank Space.â€
When It Is the Format That Programming Understands: That seems obvious, but a lot of radio stations, including some with mass-appeal formats, have definitely suffered from being the add-on to somebody else’s job. The problem isn’t an overextended PD. Sometimes it’s a disinterested one. Or in the case of gold-based stations, somebody who didn’t grow up with the music. Within reason, the best chance for a niche format is under a programmer who refuses to treat it as a niche. The fast-growing HANK and DUKE FM formats have benefited from the programming vision of my Envision colleague Howard Kroeger, and from group owners such as Midwest Communications and Alpha that are willing to commit viable signals to a Classic Country format that has often been the victim of a “yeah, we know it will get ratings, we just don’t want to do it†mentality in the past.
I'm a crusty but benign 73 year old who wants to start a much needed not-for-profit radio station geared for the needs of seniors and senior vets. I have over 40yrs of radio experience. THIS IS MY GOAL!
9 å¹´To some people in the broadcasting world niche is a dirty word. What these so-called experts don't realize is that "niche formats" are just what radio needs if it's going to successfully compete with other entertainment platforms.
Multimedia Distribution Architect | FOSS Developer | Data Analyst | Writer and Author | Unix Aficionado | LinkedIn Open Network (LION)
9 å¹´There are lots of possibilities for Niche content. However, you have to think outside the box and really dig. Having a global audience allows you a more diverse audience reach than having to cater to a limited - local audience.
President at Happyland World
9 å¹´Look forward to discussing with you Kevin Robinson
News Assignment Editor at KWKT FOX 44
9 å¹´Good thoughts Danno! Especially the part about needing to be run by someone who understands the format or to whom its not a "throwaway gig". The difference between someone who really understands the format, the program content and who has some form of institutional memory ( particularly local institutional memory) is not subtle at all to a listener. Hearing something on a station that indicates to a listener that someone there " really gets it" is a huge pleasure burst that will stick to that listener, bring them back and maybe even trigger some word of mouth. And even if those niche formats don't have the huge numbers of their cousins, their listeners are loyal and might be more likely to darken the door of those sponsoring programs...which is what at the end of the day is what matters....bodies through the door!