In a tremendous irony, laziness may yet be
one of the most potent forces counter-acting the capabilities
that technology is providing to narrow down as well as expand
audio choices.
We noted that one of the reasons for choosing radio given
in a Carnegie-Mellon project was "Doesn't require much
thought" and a "negative" aspect for being
a DJ was "Music selection takes time" (Roadcasting
Story Aug 29)
but running against this is the development of technology
to automate the selection process.
This we see as something that on the surface seems a welcome
development but one that could lead to people letting the
system do the work and never broadening their horizons: There
is also the concern that finding something in one genre that
satisfies may lead to less attention being paid to other areas
- the recent Jack format survey by Bridge ratings contained
the following comment: "The lack of lifestyle information
such as news, sports or weather is not a detriment to this
format's appeal. In fact, that this type of information is
not included in the presentation gets a higher score than
the perception of fewer commercials is a revealing element
of JACK's appeal."
As so often this raises further questions - is this because
when listening to music the Jack audience don't want to be
interrupted by information or is it that the Jack audience
prefers to go elsewhere for information or is it that the
Jack audience are generally an ignorant bunch?
Jack it would seem is a fairly good test bed for considering
some of the issues we have raised. It narrows down only to
a degree in musical terms and does provide a wider range than
many formats and it makes the job of selecting how to receive
music quite easy - just turn it on.
It is also less likely to be affected by Internet choices
since those who want to use technology to narrow down their
selection to a very limited area in all probability wouldn't
listen to it in the first place or would use it as an easy
tool go find out what else is out there.
Despite this, people have only limited time to listen -even
if audio does have the advantage that listening can be done
whilst doing other things -driving, working, on the Internet
etc - and where a station is struggling losing even a fairly
small portion of the audience and related income can have
a severe effect.
If we assume that the Internet and podcasting
have the potential to take away 5-10% of listening and satellite
radio the same in the US, it is easy to see that the effect
on terrestrial radio could be severe, particularly the advertising-funded
model since US audiences have already shown they've become
tired of too many adverts leading Clear Channel to is "less
is more" policy that so seems to have increased listening
because of the reduction in adverts but has also cut into
revenues.
The new choices are also leading to pressures on public broadcasters
with their existence and the effect it has had on listening
share being argued by many as a reason to cut the BBC licence
fee in the UK and government subvention to public broadcasting
in general.
And in an even wider context than that of the broadcasting
business, it seems to us that already there is far too much
of the "converted preaching to the converted" and
"faith-based decision making" in the modern world
particularly in the US and that anything that can make it
easier for people to confirm their prejudices is detrimental
to the wider good.
That area should to us be of far more concern than the mere
fate of radio or broadcasting and the best antidote to ignorant
decisions in our view is greater knowledge: ideally we'd like
to see people make the effort to expand horizons and examine
other viewpoints without needing pressure or help but the
evidence is that many won't.
We therefore think that societies can reasonably and sensibly
take decisions in some areas to aid this process: Part is
education - nobody with a half-decent scientific education
applying scientific methods of testing could in our view,
for example, consider Intelligent design in the same realm
as Darwinian evolution - it's more like a belief in a flat
earth or fairies because it meets a human need.
Equally had people been exposed to a half-decent education
about economics or the history and development of the Middle
East, there would be few surprises about anything that has
happened to oil prices or in Iraq since most of what has happened
could easily be deduced - and was by some: indeed in of all
places we hear on Righttalk.com recently in the Steel on Steel
show an exposition on oil prices and problems that may have
been paranoid in some places and exaggerated in others but
certainly had many of the basics correct.
In our view this is an area where the marketplace
is not the answer to end all answers anymore than it is in
assessing drug safety and that societies have to face up to
the implications of handing the effects of new technology
and either regulating it - pretty well impossible in this
case - or ameliorating the effect where necessary by other
means.
The other means in this case can only be to provide options
that make it easier for broader-based media to survive and
that will involve costs: In our view if society to protect
copyright holders who seem to have done a pretty good job
of lobbying (bribing?) to ameliorate the effects of recording
technology it should be able to do the same to protect vital
sources of information required for a properly functioning
democracy.
Most of that should start in the schools in our view but for
its continuation there needs to be readily - and cheaply or
freely - available choices of information. One way is proper
support of public broadcasting following debate over what
its function should be - fairly successful in some societies,
much less so in others - and another could well be a tilting
of the playing field to add costs to newer technologies and
lower them for others.
We see no reason, for example, why, if libraries are to be
required to pay copyright fees related to books they have
bought and then lent out (money from the public purse to the
private), why the same principle should not apply in terms
of some additional taxes from commercial sources being used
to promote areas considered of public benefit.
We recognise that this will inevitably lead to self-interested
whining from some, principled pro-market (but in our view
ill-thought out) opposition from others, and will be difficult
to implement without risk of corruption in more than one sense
of the word.
At the same time this is no different in principle to governments
paying to advertise on commercial broadcasters and there seems
to us to be no good reason why local communities should not
vote to devote some of their resources to support of programming
rather than just adverts and insist on conditions to go along
with this.
In the US it could be done partly by expanding low power FM,
which would require people to tell politicians that if the
NAB cannot put up good scientific evidence in terms of interference
it's lobbying will be treated as the junk it largely is (We
would suggest that the easiest way out of any potential impasse
on this is a government-sponsored insurance funds that would
recompense those that set up LPFMs in what we anticipate would
be a small number of cases that there really was objectionable
interference and they had to close down and would further
suggest that a programme of test introductions in selected
areas would quickly provide evidence as to the real likely
risks).
The other way is by specific sponsorship of commercial station
programmes so as to ensure that local issues are aired properly:
This should not be that difficult as it is really no more
the service already offered by stations that broker time but
it would need proper discussion of conditions to maintain
standards and protect both the station and the community.