Content from BPR
Music station listeners generally place Music Variety among their most desired programming priorities.
The problem is that inexperienced programmers, and sometimes very experienced ones who should know better, often misinterpret what the audience is saying, simply adding more songs to the mix, expanding the universe in both titles and music. genres.
The end result is a weaker musical position that lacks focus.
Top five myths about diversity
- More songs means better variety. wrong
- Adding songs from genres outside of my strategic center will improve musical diversity. wrong
- Increasing the number of tracks will improve variety and reduce repetition. wrong
- More tracks will increase TSL. wrong
- Adding songs from eras outside of my strategic center will improve the musical variety. wrong
Adding more songs, songs from eras or genres that are not part of your overall strategy will have the opposite effect…..they will not only dilute perceptions of musical diversity, but worst of all will negatively affect your position for best music…and eventually, TSL and possibly cum.
Why?
Because when listeners talk about wanting “musical variety,” they’re really saying they want “a variety of the songs they love.” Usually, when programmers increase the size of the universe, they do so with songs that have lower test scores, are more unfamiliar, or don’t “fit” the mold. That is, songs that audiences don’t “love”.
BPR research conducted in markets around the world shows that stations with the narrowest universes often have the best diversity scores.
Why?
Because they play only the killer songs and their strict adherence to the station’s music policy ensures a powerful execution of the strategy.
Take K-Earth, Los Angeles as an example. The #1 Cume and #1 Share in the #2 US Market. K-Earth has a playlist tighter than many Hot AC stations. K-Earth is laser focused and the ratings don’t lie. Don’t forget, #1 cume in the #2 US market.
You can hear Michael Jackson’s “Billie Jean”….three times between 6am and 6pm on K-EARTH. Police “Every Breath You Take” two or three times. The chances of the same listener hearing any K-Earth song more than once in the same day are slim to none. Every song the station plays defines the “Greatest Hits” brand promise. Every song has a HUGE favorite rating. Audiences LOVE them.
If your variety scores aren’t what they should be, look through your logs…..look for genre crowding, too many similarly paced songs scheduled together, etc.
Do your listeners complain about hearing the same songs over and over again? Maybe they’re right. Check your rotations horizontally and part of the day – are the same songs playing at the same time? Remember that listeners are very accustomed to their listening patterns.
Depending on your format, make sure you have multiple clocks to achieve better musical diversity. Changing category position from day to day and hour to hour reduces the chances that these regular listeners will hear the same songs.
Conclusion
Perception is reality. The best music and musical variety are crucial perceptual “hills” for a music station to possess.
Formulate a strategy for your music position, execute that strategy flawlessly, and sell it to your listeners. The best music and musical diversity must be key elements of both strategy and execution.
As with everything related to your radio station’s programming, owning the Music Variety position is a strategic exercise.
I will leave you with my favorite quote from Sun Tzu……
“Strategy without tactics is the slowest path to victory.” A tactic without a strategy is the noise before defeat.”
Main photo: Shutterstock
