Show me the revenue
Tuesday, May 6th, 2008
I’ve met Gillian Reynolds a few times. She’s the radio critic at The Daily Telegraph. She’s excellent at writing that she loves everything on her radio and is very rarely critical: exactly the sort of critic that radio needs, to my mind. She’s also wonderful in real life: a kind of self-deprecating grandmotherly figure, blissfully in love with the medium she writes about.
Writing today in the Daily Telegraph, she mentions three recent broadcasts that she’s enjoyed. Othello on Radio 3, the near sellout production with Ewan McGregor as Iago (”those idiots who wonder what Radio 3 is for had their answer”); Radio 4’s The Archive Hour (”imagine not having this kind of radio, where programmes start thought processes, make connections”); and another programme on Radio 4, British Jews and the Dream of Zion (”a fine example of how radio welcomes you into the conversation, widens the bounds of what you believed before, makes room for new thoughts, and still affords place for considered opinion”).
Her most interesting point, talking around Othello but valid for virtually anything on the radio:
There is no necessary distinction between quality and popularity. What mass audiences like is not necessarily rubbish. By the same token, some things only small audiences like are worth their place in any schedule because a) a small radio audience is still something like 100,000 listeners, while b) it is insulting to assume Shakespeare is only for posh people, and c) things that start with small audiences can be the place for new ideas and talents to grow.
It’s a clearly valedictory piece for the well-funded public service broadcaster; but in the age of ultra-relevance on the internet (hello, Google Ads), I wonder how we can encourage advertisers that mass audiences are not everything.
After all, if the advertisers don’t want this kind of radio, commercial radio is mostly stuck to playing ten great songs in a row; and commercial radio speech output would, in Gillian Reynolds’s words, be limited to “incendiary phone-ins, or bland promotions of this week’s celebrities”. Arise, LBC, talkSPORT, et al.
If “more-music” radio is better as a one-to-one service from services like last.fm and Pandora (which, when they get their algorithms right, surely will be), to safeguard radio’s future in our lives we need to invest in better and more engaging speech output; but we also need to invest in the commercial climate to make speech radio thrive.
Wonder how we do that?
Photo: Tom Watson. Used under licence








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