station resource group disruption, innovation, and strategies for public service srg annual retreat...
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Station Resource Group
disruption, innovation, and strategies for
public service
SRG Annual RetreatSanta Cruz | August 2007
Station Resource Group
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
Station Resource Group
Loss of listening loyalty
• We have been gaining listening at other stations’ expense for years
• Now they are gaining listening from us
Station Resource Group
Disruption of the medium
• Radio is the most resilient of the “legacy media”
• But slow erosion in use across all formats and markets
Station Resource Group
Time for an update to our public service business model
• Relentless focus on listeners
• A public media portfolio
• Changing architecture of service
Station Resource Group
Time for an update to our public service business model
• Relentless focus on listeners
• A public media portfolio
• Changing architecture of service
Station Resource Group
Station Resource Group
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
Station Resource Group
Time for an update to our public service business model
• Relentless focus on listeners
• A public media portfolio
• Changing architecture of service
Station Resource Group
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
Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis
Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis
Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis
Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis
Station Resource GroupSource: Arbitron, AudiGraphics, Audience Research Analysis
Station Resource Group
Loyalty 33 > 41
Weekly audience218,000 > 397,700
Station Resource Group
2
4
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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
Station Resource Group
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2
4
6
8
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14
NEW YO
RK
LOS A
NGELES
CHICAGO
SAN FRAN
DALLAS
PHILA
DELPHIA
HOUSTON
WASHINGTO
N
DETROIT
ATLANTA
BOSTO
NMIAMI
PUERT
O RICOSEA
TTLE
PHOEN
IX
MINN-ST PA
UL
SAN DIEGO
LONG ISL
ANDTAMPA
ST LO
UIS
SALT LAKE
DENVER
PITTSB
URGH
PORTL
AND
CLEVELA
ND
Public Radio's Share of Listening: Top 25 MarketsMetro Survey Area, Spring 2006
Source: Arbitron; Radio Resarch Consortium Station Resource Group
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
N
DETROIT
ATLANTA
BOSTO
NMIAMI
PUERT
O RICOSEA
TTLE
PHOEN
IX
MINN-ST PA
UL
SAN DIEGO
LONG ISL
ANDTAMPA
ST LO
UIS
SALT LAKE
DENVER
PITTSB
URGH
PORTL
AND
CLEVELA
ND
Public Radio's Share of Listening: Top 25 MarketsMetro Survey Area, Spring 2006
Source: Arbitron; Radio Resarch Consortium Station Resource Group
Station Resource Group
Public Radio Podcast Pilot
Station Resource Group
Online Services
Music
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Community Engagement
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Blog Collectives
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User Generated Content
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Mapping
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Games
Station Resource Group
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.
Station Resource Group
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!
Station Resource Group
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
Station Resource Group
Time for an update to our public service business model
• Relentless focus on listeners
• A public media portfolio
• Changing architecture of service
Station Resource Group
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
Station Resource Group
Station Resource Group
Station Resource Group
Station Resource Group
System architecture
• Sense of place and time
• Paths of revenue
• Power of scale
• Intermediate space
• Shared investments
Station Resource Group
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
Station Resource Group
Station Resource Group
. . . 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.
Station Resource Group
. . . 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
Station Resource Group
. . . 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.
Station Resource Group
disruption, innovation, and strategies for
public service