I noticed one of the radio industry news sites referring to Detroit's FM talk station as "LIVE 97.1 FREE FM"
What in the world...?
Is the station Live 97.1?
Is it Free FM?
Is the slogan still "Turbocharged Talk" as the website boldly states?
Please tell me the answer to all three of those is not "Yes." Please tell me this is not a sign of things to come.
With the recent 'advent' of Free FM, Infinity is giving their FM talk station in Dallas its third identity in less than five years. How is that a good thing? I say "advent" in jest, because Free FM is just a name. It might be a good name - but it's a just name.
Whatever happened to building a focussed brand? I'd really like someone to explain how renaming a radio station in Detroit benefits listeners in Dallas, because I don't get it. Winning in Detroit means putting the most compelling content on your radio station in Detroit. I didn't see the need for Infinity to rename their Dallas FM talker "Live 105" after it had been on the air for three years. I certainly don't see a reason to rename it "Free FM" three years later. At this rate, the station will be on its fifth name a year before its tenth anniversary.
Free FM... please.
The way to battle satellite radio isn't price. It's content. The fact that people are willing to pay for something they could get for free really speaks volumes about the content on terrestrial radio.
If satellite radio offers content that is more compelling than terrestrial radio, people will be willing to pay to hear it.
The proof is on your TV. It's called Cable.
Not only have consumers shown a willingness to pay for more TV options, such as MTV, CNN, Comedy Central and Nickelodeon, consumers pay even more for premium channels like HBO.
Granted, radio and TV are very different beasts. But, if satellite radio offers up content that is more compelling than what people can find on their AM and FM dials, terrestrial radio will lose.
Period.
And no new name will fix that.
...back.
