Jetsons Picture?

problem

what do you do better

than anybody else?

11.2%

88.8%

Tastes we address Tastes we don’t

Car TalkWait, Wait

This American LifePrairie Home

...?

Radio Morn ShowsE!

Smarter than 5th Grader?Ryan Seacrest

Rush LimbaughSean HannityFOX News

MSNBCNetwork News

Morning EditionATC

Fresh AirDay to DayMarketplace

plus almost everything else

smartdumb

info

entertainment

10%0%

0% 90%smartdumb

info

entertainment

smartdumb

info

entertainment

6

1. “Starts” and “Stars”

2. Create Entertainment

3. Develop Brands

4. Banish the obsession with “fit”

5. Creative Funding

6. Redefine “Radio”

How? 6 Ways...

1. “Starts” and “Stars”

$1 million

starsstarts

COST

RISK

starsstarts

COST

RISK

2. Create Entertainment

20,200 Listeners to Sirius Stars Channel

“Real” Number: 60,000

Deepak gets about 30%, or 18,000

This American Life: 1.7 Million

What if....?

Show me...

• Self Help

• Sports fans

• Entertainment fans

• People who want to laugh and have a good time

• etc. etc. etc.

3. Develop Brands

“the movie studios aren’t in

the movie business, they’re

in the content licensing business.”

To: NPR Staff

From: Margaret Low Smith, VP Programming

Re: NPR and CBS Entertainment to Produce Television Pilot Based on "Wait Wait... Don't Tell Me!"

Date: 9/4/08

3. Develop Brands

• Is it smart?

• Is appeal broad?

• Is it different from what you’re doing now?

• Are brand extensions and digital experiences built in?

• Does it solve a problem for the audience?

• Does it leverage what you - uniquely - can create?

• Did you stop taking yourself so seriously?

4. Banish Obsession with Fit

5. Creative Funding

• Use the Power of the Tower

• Share $ in all directions, not just station to network/producer

• Role of advertising in Public Radio’s future - don’t take the non-com rules to the Internet

• When are you going to license content to commercial stations?

6. Redefine “Radio”

Radio is the web of local relationships between advertisers and consumers mediated by your

company – no matter how or where you connect those

relationships.

Local Radio =Local Media Company

1. “Starts” and “Stars”

2. Create Entertainment

3. Develop Brands

4. Banish the obsession with “fit”

5. Creative Funding

6. Redefine “Radio”

How? 6 Ways...