Bender: Multicasting Can Save Radio from Obsolescence

Greater Media Detroit SVP Market Manager Tom Bender positioned multicasting as the chance for radio to save itself from obsolescence. “Our most successful format now is stripping everything out and putting it onto an iPod. We get this wrong, and we’re out of business,” he told program consultants attending Arbitron’s Fly-In.
Programmers need to think way out of the box when programming multicast formats, and that the next 12 to 24 months are a change to experiment while the supplemental channels remain commercial-free. “Encourage programmers to break their own dogma” and go beyond traditional sources for music for these channels, he recommends. His cluster is programming three supplemental channels, as previously reported by RW Online.