Morris Challenges Radio to be Bold in Streaming Programming

Morris Challenges Radio to be Bold in Streaming Programming
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Arbitron CEO Steve Morris challenged radio stations to be bold and find unique uses for their Internet streams as a way to capture the ears of today’s 12 to 17-year-olds.
He urged broadcasters to try video streaming to go with their audio, for example, rather than duplicating their main channel offerings on their Internet stream as technology blurs the lines between audio and video.
“Market yourself with the same gusto as you market HD,” he said. “Staying on the bank until your product is perfect doesn’t work. If you shove off the shore you can learn as you go. If you wait until your product is perfect, your product may no longer be relevant.”

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Dan Halyburton is senior vice president/general manager, group operations at Susquehanna Radio Corp. in Dallas. He began his radio career in 1970, as a production director and air personality at Mission Broadcasting’s WWOK(AM) in Miami.