Is Radio in danger of being out of touch ?

Liam Renton is the PD and Breakfast Host of 96five in Brisbane and writes for Radio Today. 

Disney’s “Out of Touch” and Radio’s in Danger of Following Suite

There is no doubt that Disney is and has been one of strongest, most recognised brands in the world. A spectacular attraction known by every child in the world whose dream it is to visit and lose themselves in the magic.

And I still am that child. Now I’ve been to both Disneyland and Disneyworld, and yes, I loved both my visits but the visits were 10 years apart and my experience differed greatly.

In 2000 when I first went it was magical and breathtaking. Skip forward 10 years and nothing much had changed. It was stale and had lost its shine. I wonder if Disney is in danger of becoming irrelevant and unnecessary.

The latest attraction at DisneyWorld was 'The All New Aerosmith Ride'. Sure it was fast and fun, but to the kids of today, who are Aerosmith? I was also shocked to see a major attraction was still the 'Honey I shrunk the Kids Ride'. Ummm, 1989 called and want its ride back. It was dated and out of touch with 2012.

A 'Good Charlotte Ride', an 'Avatar Ride', now that’s keeping up with the times. For me the magic had gone just a little, and I know my kids would have no idea who or what most of the so called current rides and attractions are.

Does radio have the same issues? Just because it worked in 1989, doesn’t mean the listeners aren’t tired of it now. Maybe a station audit of your benchmarks, segments and things you’ve done forever could be a start for your station today. A station audit could be long overdue. Sure if it works, why not roll it out. But the old adage of they’ll like what we tell them to like, could be a little arrogant and possibly damaging. Our audience have choice, and we don’t have to be one of them.

I question with such amazing creative minds in our industry why we still need to roll out :-

• Battle of the Sexes/Suburbs
• Beat the Bomb
• Classic 9 at 9
• Lunch Box Request

The list goes on. Congrats to Nova on playing 'Innuendo Bingo' recently, it was new to our ears, fresh and funny. Maybe we can all strive to do something new and different. If it doesn’t work, try again. Don’t become the 'Honey I Shrunk the Kids Radio Station'.

Think Ricky Gervais, not Rick Moranis.

Liam Renton

Program Director 96.5 FM Family Brisbane.