Country Radio Seminar finds 100-year-old medium at a crossroads: Can it reinvent itself (again)?
— are the high-profile attractions of the CRS panels. But some of the more studious presentations are the ones most likely to pay dividends to decision-makers in coming years:
All those discussions are intended to help radio repeat a cycle it has mastered for much of its 100-year history: facing a new rival and adapting to maintain its place in the media landscape. But the tech change that has created its biggest current obstacle is the "Skip" button. Streaming platforms allow the consumer to bypass unwanted music while staying on the same playlist or channel. Skipping on broadcast radio means changing the channel altogether, and since programmers know consumers will do that, the goal is to simply keep them as long as possible. That means playing can't-miss hits, playing them more often and keeping them on playlists longer.
In addition to its terrestrial signal, radio has sunk its tentacles into the web, social media and digital streaming, and more companies are extending their brands through video content and podcasts. The most nerve-wracking of those developments is at iHeartMedia, which in January laid off hundreds of radio employees even as it simultaneously opens a new digital center in Nashville and hires more staff to develop and sell new-media products.
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