By now, many classical stations are streaming their broadcast signals online. But will a single, no-frills stream suffice in years to come?
Many broadcasters of all kinds now offer streams and must compete with Internet-only programmers such as Pandora to connect with listeners. A classical station may enjoy the distinction of being the only classical outlet in its market. But the cacophony of choices online whisks away that advantage. Station programmers must start thinking now about how to differentiate their online offerings if they want to benefit from the growing interest in streaming audio.
A commentary on the website of Media Industry News might offer some inspiration. Steve Smith writes about the potential for online publishers to enter the arena of streaming audio:
… [S]treaming audio represents a massively popular mode of online behavior that invites a range of publisher partnerships: branded audio channels or “editor’s choice” channels, for instance. Why shouldn’t an online site offer an audio feed of its editor’s Web radio channel or channels created by that issue’s featured celebrities? What would an Utne radio channel sound like, or a BHG or High Times channel, for that matter? Lifestyle, art, regional and certainly music publications all aggregate taste groups that likely share musical or even talk radio preferences. Web radio listeners already swap their music channels in much the same way the rest of us trade and share article links in social media. Audio is the next content type users will want to coalesce around and share. This is a Web trend in the making that Web publishers should not take lightly.
This commentary illustrates even further how folks of all kinds are eyeing the potential of Web radio. But it also suggests how classical stations might expand their thinking to launch online exclusives. Imagine partnerships with local schools or symphonies, for example, or niche-oriented streams in a variety of formats. (Read the full MinOnline post.)
Ultimately, I think public radio stations will need to consider pooling resources and brainpower in collectives based on formats if they’re to maximize the potential of Web radio. Some listeners will always seek out local stations’ streams to enjoy at work, for example, when tuning into the broadcast signal would be less convenient.
But perhaps stations should consider working together to create a signature public radio classical stream that offers unique content and that could emerge as a go-to stream (and accompanying website) for classical fans. NPR has launched a similar venture with its new music website, which features a classical section offering links to several classical stations’ webcasts. But what about a “best of” stream that offers recorded performances from around the country, interviews culled from contributing stations and other exclusive material — an auditory version of the assortment of features presented on the page?
What would you like to hear in a classical webcast?
Subscribe Via Email
Enter your email address to subscribe to Scanning the Dial and receive notifications of new posts by email.
Thank you for subscribing.
Something went wrong.
You said, “…Station programmers must start thinking now about how to differentiate their online offerings if they want to benefit from the growing interest in streaming audio….” I am glad that professionals are finally waking up to the reality.
But, you further said, “…But perhaps stations should consider working together to create a signature public radio classical stream that offers unique content and that could emerge as a go-to stream (and accompanying website) for classical fans….” Egad! That sound too much like the recently deceased C.P.R.N., and like and Classical 24. Their programming appeals to the lowest common denominator.
You might reply that they fill a niche where there is nothing else. Alan Rich calls them “musical Wallpaper”
First, stations need to get their on-air personalities straight. A stream should be a reflection, even a hyper-stressed version of what goes on in the analog world of FM broadcasting.
A couple of months ago, I commented here that, for example, a station might do something like Early Music on original instruments every day at some specific time, like 11:00AM-1:00PM or some two hour slot in the evening. How about picking up “Hearts of Space” (www.hos.com)?, It fan for years on WNYC when WNYC was all classical music. It is a great change of pace. WCNY, a great classical music station in Syracuse had Leo R(?) doing a Jazz show every night. KUSC, normally stuck in some pre-nintheenth century genra, had Alan Chapman doing 20th century and later on Saturday nights 10:00PM-Midnight.
WNYC has simply thrown out the old rule book and blown away every other station. Just listen to wnyc2. But, first, listen to Terrance and David on Evening Music. Here, the stream showed the changes first, but now the stream is a rfeflection and an emphasized version of what goes on at 93.9 FM.
From what I am told, WNYC is being very successful. And, they are doing absolutely nothing from the old rule book. Yes, there isd plenty of good classical music. But the rules now are “500 years of new music”, and “non-generic classical music”.
Please no dumbing down like CPRN and Classical 24.
Richard:
Thanks for your comments. Some further thoughts:
But, you further said, “…But perhaps stations should consider working together to create a signature public radio classical stream that offers unique content and that could emerge as a go-to stream (and accompanying website) for classical fans….” Egad! That sound too much like the recently deceased C.P.R.N., and like and Classical 24. Their programming appeals to the lowest common denominator.
I didn’t see it as that. Here’s what I mean. For example, let’s say Mona at West Virginia’s WVPB is planning to interview Jeremy Denk when he’s in town. Mona could provide either the full or edited version of the Denk interview to this central network, which would then plug it into a stream that would also feature similar contributions from other stations. The stream would also feature recordings of orchestras from around the country, contributed by stations or even freelance recording engineers. Does Classical 24 or CPRN do this kind of thing? Or WCPE? Maybe so. I’m not sure, to be honest.
Regardless, this is how NPR operates its news magazines, by combining in-house reporting with pieces contributed by freelancers and member stations. So think of it as an NPR newsmagazine of classical music, but ongoing. The musical selections from recordings would probably be centrally programmed.
A couple of months ago, I commented here that, for example, a station might do something like Early Music on original instruments every day at some specific time, like 11:00AM-1:00PM or some two hour slot in the evening. How about picking up “Hearts of Space” (www.hos.com)?, It fan for years on WNYC when WNYC was all classical music. It is a great change of pace. WCNY, a great classical music station in Syracuse had Leo R(?) doing a Jazz show every night. KUSC, normally stuck in some pre-nintheenth century genra, had Alan Chapman doing 20th century and later on Saturday nights 10:00PM-Midnight.
Here’s another idea. What if you could make a playlist of your favorite shows from other stations, and listen to it as a continuous stream instead of jumping around? And then, a la Pandora, you could share this with other people online? Would it violate copyright to restream someone else’s stream?
From what I am told, WNYC is being very successful. And, they are doing absolutely nothing from the old rule book. Yes, there isd plenty of good classical music. But the rules now are “500 years of new music”, and “non-generic classical music”.
Successful by which measures?
You asked regarding WNYC “…Successful by which measures?….”
Good question. I have a lot of time and listener comment effort invested in wnyc2, so I ask various people at the station, how’s it going? I get platitudes, but they generally add up to more listeners and more members, with success at both wnyc2 and WNYC-FM.
I constantly point to and cite as a benchmark the New York Times report, now months old, that KCRW’s second largest audience is New York City.
The one thing that I can say for sure is that wnyc2’s programming is getting more and more adventurous, not drifting back to “same old same old”.
As regards other items, NPR is constantly offering up programming of concerts and interviews from WBGO, Jazz in Newark, NJ, and from WGBH, Boston. A station like WVPB, if they are a member station, could certainly offer up concerts and/or interviews. That is as far as I would go with any sort of centralization
Classical 24 offers a hosted stream of Classical Music which is taken by some Public radio stations for their Classical Music component, either their over-night or some other component. While they definitely fill a void, and do a good job at what they do, it is aimed at the lowest common denominator. It is better than nothing. But I do not believe that it is going to motivate people to either fill seats at concert halls or buy music.
C.P.R.N. is gone. It functioned the same way as does Classical 24. WCPE is different in that it is a local station, but it offers its stream to all comers, individuals via the internet and stations via satellite, for free. I liked WCPE and belonged to it when WNYC’s daytime music was in hiatus. But their offerings are no more adventurous than were those of CPRN or Classical 24.
And, finally, on “jumping around”. I think jumping around is good. Here is how I work, managing the music offerings in my little six person office. I would say that the other five people in my office never hear good Classical Music or Jazz except when they are at work. I start with WPRB’s excellent Classical programming from 6:00AM to 11:00AM and their great Jazz from 11:00AM to 1:00PM every day. Then, we go to wnyc2 until about 4:00PM. Then, we might go to Hearts of Space or a stream from Live365 (I was one of the people who pressured Live365 to allow subscribers to save streams as bookmarks in our own player of choice. That way I can stay in Winamp and bounce around with one click. If someone is streaming a screeching soprano, she is gone in an instant)or Rusty Hodge’s (Soma.fm)Drone Zone, available at shoutcast.com. The disparate people of varying ages and interests are generally happy. If all else fails, I have my own 110 gig music library on which to fall back.