What’s Genre Casting?
Industry analysts say that in the majority of instances, 80% of what we listen to on the radio is totally irrelevant to us.
Listeners aren’t interested in traffic and travel if they’re not travelling. Increasingly, people find news negative and a real turnoff. And how many of the commercials are for things that they really need or want?
Added to which personal devices are so sophisticated, the connectivity so extensive, and the volume of available information and entertainment so massive, everyone can now choose their source of news, travel, weather and other lifestyle information and advice- whenever and wherever they wish.
This freedom has made the consumer-you and me- all powerful. We are in control.
Our demands have increased and our expectations have been raised. We no longer tolerate anything that doesn’t relate to our own expectations. We have become impatient and extraordinarily demanding.We have been liberated and empowered.
We, the world’s consumers, have never had so much influence. Just one negative experience expressed through social media carries disproportionate weight and can have massive implications for the tiniest local business and the largest global corporations.
The full force of this new consumer power is proving to be extremely disruptive for conventional media organisations. It’s having a radical impact upon the traditional magazine and newspaper publishers and it's unsettling terrestrial broadcasters who are slowly realising they’ll never again exercise all-powerful control over what the public see and hear.
After almost a century of giving the public “ what was good for them” rather than what the public actually wanted and deserved, these organisations are facing a very uncomfortable future as they try to adapt to a subservient position. In reality it’s difficult to see how these formerly powerful broadcast organisations can re-configure their operations quickly enough to satisfy the requirements of millions of newly liberated and very demanding consumers.
The term broadcasting will always remain in the language much as we cling to- films,telephone, video, radio and television- even though we know the original technology that spawned these terms no longer exists. Broadcasting will always have a role to play, but it’s going to have to take second billing to Genre-casting.
The Genre, are topics with which we’re all familiar- leisure pursuits, sports, hobbies and interests, venues and events and in this new era genre includes cities, regions and countries. Genre-casting embraces every musical taste and era, as well as all aspects of self health and wellness.
Genre has been a feature of the print publishing industry for hundreds of years and we’re all familiar with newsagents shelves packed with hundreds of different magazines. In the late 20th century satellite TV arrived and with it the beginning of genre channels reflecting almost every taste and interest but until now radio has failed to embrace genre.
However, the Internet, Wi-Fi and the massive increase in the number, and variety, of personal devices has given us all a very different way of delivering and receiving genre specific content.
Genre-casting now gives consumers- every one of us- wherever we are on the planet- the freedom to hear and see what WE want!
How crazy is traditional “broad” casting. Build a studio complex, employ lots of people, stick up a transmitter aerial and ‘Spray and Pray’ your content, hoping it hits someone and they notice!
With Genre-casting consumers are in a place of THEIR choosing, so they’re receptive to messaging and very keen to engage, with the result the radio experience becomes part of their lifestyle.