To us Europeans, the flexibility of broadcast radio formats in the US is quite different to our very regulated environment. Here, on FM it’s very difficult to change your station’s format between rock and urban, whilst in America the ‘format flip’ is something that’s always been an option.
Is your Country station under-performing? Don’t worry! Tomorrow it could be Smooth Jazz!
Of course in the digital world – both online, but also DAB (our broadcast digital radio) – it is a little easier to pivot and change direction. And in 2020 all media, regulated or not, needs to be more fleet of foot to better represent the changing world and new business opportunities.
In the US, last week, the largest radio operator – iHeartMedia (previously ClearChannel) blew up 15 broadcast radio station formats (in Atlanta, Augusta, Charlotte, Cleveland, Columbus, GA, Detroit, Greenville, Macon, Minneapolis, Nashville, New Orleans, Norfolk, Riverside, San Francisco and Seattle) to launch a new mostly-national speech service – BIN – the Black Information Network.