What Country Radio Thinks Of Country Radio

For the past few months, I’ve conducted an informal survey that included 20-plus Country programmers, from all market sizes and areas, about their opinion on the state of radio in general, and Country radio specifically. On the condition of anonymity, I asked for their thoughts on the following two questions: You have a magic wand … What would you do to immediately improve radio as an industry? And, more specifically, what would you do to make the Country format better right now?

For the radio as an industry question, there is a consensus in two areas: 1) Invest in talent while finding ways to return to local market programming and, 2) Examine and re-design our current ratings system.

Almost every programmer (90%) lamented about their inability to have the time to develop talent. They all believe there is a need to build talent, locally, into compelling, entertaining personalities. They were all on board with bringing content and programming back to the local market as much as possible.

Close to 70% of the programmers were very adamant about a change, in some way, shape, of form, to the ratings system for radio. They believe we need a service that is more attuned to the technological advances of the past several years, including better ways to measure streaming and listening devices on top of the fact there is a feeling that creativity is being somewhat stifled, as they all are attuned to “playing it safe” over taking any chances with their stations.

As for the second question – making the Country format better – it’s almost unanimous that the current chart system and the weekly #1 push are big issues for the format. Several mentioned a modernization of the chart, with the elimination of overnight spins, especially, and a better way to include USEABLE streaming statistics for a song.

The continuous pressure of staying on marginal songs is another concern, as most mentioned the fact that they would only play those songs that are working for them. Several added that the labels must have an open mind to what the “partnership” between the two really is. Most feel that all of this would allow more adventurous attempts at introducing new artists in the format.

Through the survey, as I connected with each programmer, they continued to be bullish about the future of Country music and Country radio, being extremely passionate about this industry.

So, what do we make of the above? We have some very talented men and women in this business wanting the sign to “hit away.” Can you imagine what these stations, and programmers, would do with a high percentage of control back in their hands? It was bothersome to me that more than a few were not at all in favor of using their name for this column, which brought on the guarantee of anonymity.

Some of what’s been mentioned above may only happen with that “magic wand,” but there is plenty that can happen in reality. One programmer was specific about “open and honest transparency in shared information and communication within the industry.”

At CRS 2022, I was asked to do a Ted Talk about some of these issues and, from that, we formed a committee of more than 30 industry folks, in all tiers of their respective companies (on the condition of anonymity, of course). We are currently working on some recommended solutions for the format that we will present at CRS 2023 and beyond in subsequent webinars. Between now and then, think about the observations from these very concerned programmers, and think about what YOU can do improve radio as an industry and Country radio as a format.

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com