Station Resource Group disruption, innovation, and strategies for public service SRG Annual Retreat...

Station Resource Group

disruption, innovation, and strategies for

public service

SRG Annual RetreatSanta Cruz | August 2007


0%

10%

20%

30%

40%

97 98 99 00 01 02 03 04 05 06

Listeners Listening

Change in Listeners and Listening

Percent Change Since 1996, Mon-Sun, 6am-midnight, 12+

Source: Arbitron Spring Nationwide, Radio Research Consortium


Loss of listening loyalty

• We have been gaining listening at other stations’ expense for years

• Now they are gaining listening from us


Disruption of the medium

• Radio is the most resilient of the “legacy media”

• But slow erosion in use across all formats and markets


Time for an update to our public service business model

• Relentless focus on listeners

• A public media portfolio

• Changing architecture of service








What are the indispensable roles we can play in people’s lives?

• Shift from programs and formats to needs, uses, and behaviors

• Review value of our core franchises in changing environment

• Explore barriers to use

• Look for extensions to new roles







Two approaches to innovation

• Sustaining innovations that strengthen the core

• Disruptive innovations that may challenge the core but expand the market

Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis







Loyalty 33 > 41

Weekly audience218,000 > 397,700


2

4

6

8

10

1996 1998 2000 2002 2004 2006

KGNU

KUNC

KUVO

CPR Classical

CPR News

CPR

Public Radio Share in Denver-BoulderPersons 12+, Full Week, Metro, Spring Surveys

Source: Arbitron; Radio Research Consortium


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2

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6

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10

12

14

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Public Radio's Share of Listening: Top 25 MarketsMetro Survey Area, Spring 2006

Source: Arbitron; Radio Resarch Consortium Station Resource Group


0

2

4

6

8

10

12

14

NEW YO

RK

LOS A

NGELES

CHICAGO

SAN FRAN

DALLAS

PHILA

DELPHIA

HOUSTON

WASHINGTO

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DETROIT

ATLANTA

BOSTO

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PHOEN

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LONG ISL

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DENVER

PITTSB

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Public Radio's Share of Listening: Top 25 MarketsMetro Survey Area, Spring 2006

Source: Arbitron; Radio Resarch Consortium Station Resource Group


Public Radio Podcast Pilot


Online Original Series

http://www.prx.org/

http://www.transom.org/


Online Services

Music


Community Engagement


Blog Collectives


User Generated Content

http://www.npr.org/templates/story/story.php?storyId=4538138


Mapping


Games


We can’t possibly do all that.

Well . . . maybe we can.

Actually, we need to do something like all that . . . and we are already doing more than we think.


One more reason for the portfolio strategy:

Because that’s how people listen.

People who use digital radio platforms do not listen less to AM/FM radio

People who use digital radio platforms do not listen less to AM/FM radio.

They listen more!


One more reason for the portfolio strategy:

Because that’s how people listen.

Both/and.

Listening to AM/FM RadioPer Day

0:00

0:28

0:57

1:26

1:55

2:24

2:52

3:21

By all listeners By listeners who usedigtial radio platforms







Network of networks

• Aggregate audiences across multiple streams

• Multiple pathways for greater focus and more intense relationships

• Content becomes a commodity – context, authentication, and recommendation become profound





System architecture

• Sense of place and time

• Paths of revenue

• Power of scale

• Intermediate space

• Shared investments


A renewed vision

• An audience service imperative and bold goals

• New roles in people’s lives

• Integrated expectations across platforms and channels

• The character of our service for a new generation



. . . we must consider new ways to build a great network for knowledge –

not just a broadcast system, but one that employs every means of sending

and storing information that the individual can use.

A wild and visionary idea? Not at all. Yesterday's strangest dreams are

today's headlines and change is getting swifter every moment.







– Lyndon JohnsonOn signing the Public Broadcasting Act of 1967








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