Bill Virgin's Radio Beat October 2, 2008

[radiofan]

On Radio: Radio stations experiment with tech

By BILL VIRGIN
P-I REPORTER

If people want to listen to radio content on their schedule, on something other than a radio, broadcasters need to figure out a way to accommodate that. If listeners want to talk to the station, and other listeners, they'll need to figure out how to make that possible as well.

The pressure on radio to move beyond the traditional delivery channel helps explain a flurry of experiments and new ventures that stations and programmers in this market are trying to attract, retain and connect with their audiences.

For example: Jim French Productions has for years produced radio dramas heard on radio stations around the country, including KIXI-AM/880 (at 8 p.m. Saturday and Sunday). It has sold collections of its popular series on CD before, but now it's offering two compilations of its programs in a new format -- preloaded flash drives.

The 2 gigabyte drives contain 22 to 25 hours of programs each, one of Harry Nile detective shows, the other including Sherlock Holmes and other series, at $125 a piece. There's room on each drive for additional programs (more information is available at jimfrenchproductions.com).

"With so many people listening to audio (whether it be music, interviews, books or drama) on smaller and smaller pieces of equipment, we thought now might be the time to jump into high tech," says Sable Jak of Jim French Productions via e-mail.

Radio stations have tried reader-comment and message boards before, but two local stations, KJR-AM/950 and KVI-AM/570, tried an experiment with Sammamish-based WikiTalk to offer much more than the conventional posts and links to content on other Web sites.

With WikiTalk's technology, readers can see the original news story, even if it's from another Web site, while posting comments. The stations say the technology allows them to extend discussions after the on-air segment ends, or to cover topics talk hosts didn't have time to get to, and keeps their brand name before the audience.

KJR used WikiTalk for posts and discussions before a Mariners game, got questions from listeners during the game and posted answers from players and managers afterward.

"It's a lot more interactive," says KJR producer Josh Sabrowsky. "Message boards are so archaic."

Meanwhile, Pacific Public Media (the umbrella organization for KPLU-FM/88.5 and its broadcast and online affiliates) recently announced the appointment of Jennifer Strachan as director of public media.

Her new job consists of figuring out how, where and when to deliver KPLU's news and jazz programming to listeners beyond the basic radio signal, how to let listeners customize the content they receive and how to move "from one-way communication to more collaborative interaction with the audience."

KPLU could, for example, act as a host for listeners to post audio, video or text content they generate, and to form communities with other listeners who share their interests.

In one already launched experiment, KPLU put a mapping program on its Web site connected with its Jazz24 channel heard online and on HD-equipped radios. Audience members could post notes on where they were listening from. "It got enormous response in less than a week," Strachan says.

Another huge challenge for KPLU, along with everyone else in the media business, is whether these new ventures will generate revenue. "People are not used to and don't like to pay for access," Strachan says. Over time public radio may move from the traditional pattern of large donations a few times a year to smaller, more regular contributions.

KPLU has the advantage of "this very loyal and broad audience to work with, something not everyone has." Even so, she cautions that "there are going to be successes and there are going to be failures. Within five years we're going to have a better idea of what people are willing to do online. Right now there's a lot of guessing and hoping."

In other radio notes:


Speaking of "Imagination Theatre," Jim French Productions is taping its 100th Sherlock Holmes script before a live audience at the Kirkland Performance Center at 7 p.m. Monday.


Brian Calvert has been named afternoon co-host on KOMO-AM/1000, replacing Eric Slocum.


Naomi Wolf, author of "Give Me Liberty," is the guest on "Weekday" at 9 a.m. Friday on KUOW-FM/94.9.


"John in the Morning at Night," a live show from Neumos beginning at 9 p.m. Friday, features performances by Two Gallants, Blue Giant, Harvey Danger and Head Like a Kite.


"Audioasis" on KEXP-FM/90.3 features live performances by Brothers of the Sonic Cloth and Police Teeth, from The Sunset in Ballard, beginning at 6:30 p.m. Saturday.

P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com.

Bill Virgin's Radio Beat, Thursdays in the "Seattle P-I