Radio fans frustrated by shrinking playlists, niche formats and painfully long commercial breaks have more options than ever. Satellite radio, Internet radio and the rise of iPods and other portable MP3 players have all cut into the time Americans spend listening to broadcast radio -- down thirteen percent from a decade ago. While the new formats don't pose an immediate threat to major broadcasters (ninety-five percent of Americans still listen to radio for an average of about twenty hours a week), the industry is fighting back with a $28 million ad campaign -- including radio spots featuring Alicia Keys and Avril Lavigne and print ads in Rolling Stone -- and reforms meant to bring back listeners. Here's what's new:
Fewer commercials
Led by an initiative from Clear Channel Communications, which owns nearly 1,200 stations, many broadcasters have been creating shorter commercials and fewer commercial breaks; since January, Clear Channel has reduced commercials from 11.6 minutes per hour to 7.9 minutes. Research shows listeners are more likely to stay tuned through shorter commercials and are just as likely to retain the message.
More variety
Around the country, playlists have been tightening up for years. Now some radio stations are expanding from the standard 250 or 300 songs to 1,000 or more. "In Austin, we have a station modeled after a guy we had in mind -- Bob -- who was fed up with the same songs, self-indulgent DJs and too many commercials," says Rick Cummings, president of Emmis Communications radio, which owns twenty-nine stations. Ratings for Bob FM, an eclectic mix of hits (the Pointer Sisters might follow Led Zeppelin), are "through the roof," says Cummings.
Streaming online
With Internet radio booming, traditional broadcasters are going online. Clear Channel plans to stream 300 of its stations by summer, and other companies are following. "We recognize we need to reach our listeners in whatever format they'd like to listen," says Entercom CEO David Field.
Going digital
Almost every major company plans to convert its signals to CD-quality digital broadcasts within the next year or two, which will make it possible to send multiple channels over the same frequency. "A second channel for our hip-hop station in L.A. could be anything from reggaeton to classic hip-hop," says Cummings. Like satellite, digital radio requires a special receiver. Unlike satellite, the broadcasts are free.