Twenty-first Century Choices for Our Listeners Music Personnel Conference MPC 38 February 19, 2000 Skip Pizzi Redmond, WA An Outline of Skip Pizzi's Address

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Path

New competition

New roles for public radio

New business models

Analysis and recommendations

New Competition

Internet content providers

Other broadcast & print media

Internet-only services

Broadband access

Mobile satellite radio 

Wireless Internet

Terrestrial wireless

Broadband LEOsats (2003)

Satellite Radio (S-DARS)

Two service providers (SSR & XM)

4Q00 service launch (SSR)

@150 channels

Primary target is mobile receiver

Digital audio quality

Terrestrial urban repeaters

Non-commercial music with continuity

Commercial news/talk

Data services (poss. PC interface)/Subscription service

NPR & PRI providing services

New Form Factors

Internet music downloads

The return of the “single”

Solid-state storage media

Increased portability

Increased interoperability

Future Audiences

Local on-air listeners

Local on-line users

National on-air users

Global on-line users

Convergent home media users

Convergent mobile media users

New Roles for Public Radio

The On-Air Product

The On-line Product

New relationships and values

The On-Air Product

Live audio

Talk

News

Music

Balance local, national and int’l. content

Auxiliary data

Exported programming

The On-line Product

Promotional functionsAudio webcasting

On-demand audioOff-air archive

“Tell me more”

Text, graphics and links

Improving codec algorithms

Data services

On-Line Fundraising Opportunities

Soliciting underwriters

Accepting user contributions

Scheduling volunteers

Event promotion

E-commerce

Leverage the brand value

What values are associated with public radio?

High-quality, intelligent media

Fine-arts relationship

In-depth information

Desirable demographic to advertisers

Radio is a form, not a function

Maintain non-com attitude in e-commerce

Leverage synergies

On-air + on-line is unique

Content + service has become enviable

Exploit content- & service-only models

Cross-promote and cross-sell

Website as portal

Develop discrete vs. combined content

New players & partnerships

Changing relationship with NPR, PRI & others

As S-DARS programming aggregators

As Internet agents

Dealing with content-providers for datacast delivery

DTV auxiliary opportunities with Public TV

New Business Models

Supply-side

Relationship to the changing music industry

Demand side

Relationship to the changing audience

Traditional roles of Radio and the Music Industry

Radio airplay sells records

Music videos sell records

Indirect business relationship

Broadcast channel has “free” access to content

Retail channel sells content

Broadcast sells interstitial time

New roles

Retailer can have its own “airplay” on-line

Interactive broadcast channel can sell content

Redefining sales and promotional activities

New audiences

DTV viewers

Interactive services

Music-shopping channels

DAB listeners

Buy buttons

Web surfers

Packaged good fulfillment

Downloads

Analysis

Broadcasters must adapt

Music industry has more options

If you record it, they will listen

If you sell it, they will buy

Radio needs a new piece of the action

The changing audience

Drive-time music listening may fall

National news listening may decrease

Home evening radio usage may rise

On-demand usage will increase

Develop appropriate business model

“Post mass-market” age -- personal listening

General website use will grow substantially

FM may become a voice-dominated service

Recommendations

Increase local programming

Develop new programs and rethink delivery styles/partners

Implement new production technologies

Reduce variety of formats on-air

Expand variety of media offerings on-line

Emphasize on-demand over live streams on website

Exploit website for e-commerce and community-building

Don’t forget importance and value of on-air services

Marginal cost = 0

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Created 3/29/2000

©1999 2000 Association of Music Personnel in Public Radio