This is not an idea about radio as much as it is an idea for radio. And it’s a very simple idea about podcasting – but not one that I’m aware that radio stations have ever thought about or implemented.
Before I tell you the idea, let me describe the issue it addresses. Podcasting is a method of distribution. Nothing more. It’s not a new type of radio, an audio download, a democratisation of broadcasting or a category of content. It’s purely and simply a means of getting media content to audiences. Technically, it’s a media enclosure within an RSS feed.
And radio people have been aware for the past five years that the distribution technology exists and that they should make use of it somehow. Many of them do.
There are two main ways in which radio stations use podcasting:
The first is to make entire shows (often edited to remove copyright music) that can be heard on air available via RSS subscription online. This is usually thought of in terms of ‘timeshifting’. You listen to the same programme, but at a time that suits you, not the broadcaster.
The second is to create and package up extra content that does not make it onto the airwaves. This is more rare, but sometimes involves things like interviews in their entirety that had been edited for broadcast, or additional content designed to reinforce the station brand.
But there’s a third way – and one that I think could make the most of what radio stations already do, promote and enhance their brand, and allow audiences to customise their experience of the radio station. It’s modularisation.
What does modularisation mean?
In short, the process of modularisation is to cut broadcasts up into discrete segments and make sense of them as pieces that can be reassembled in other ways.
Think of them like Lego blocks. If you listen to breakfast radio, there’ll be the news – national stories, local stories, human interest stories… and then the sports – football, tennis, golf… the weather – today’s weather, local, national, long-range forecast… and there’s the traffic report, the regular features, the interview slot – and so on.
In fact, most commercial breakfast music radio shows are so information-intensive (and advertising-heavy) that you’d be lucky to squeeze in five whole songs an hour.
But all of these components are thought of as a ‘show’ not as component pieces that can be reassembled and re-presented in other ways or in different combinations.
And most of those components repeat hour by hour between 6am and 9am, as different people turn on the radio according to their personal routines. The 7am news bulletin is virtually identical to the 8am news bulletin. So for me to listen to the 7am news at 8.42am as I ride the train to work is not a particular disadvantage in terms of staying abreast of the world. In fact, it would not be terribly inconvenient if that bulletin had been recorded at 5.30am.
At least – it wouldn’t be inconvenient for me.
Modular podcasts (modcasts?)
Let’s say I have a 30 minute daily commute. I want to arrive at work informed, entertained and up with the play. However, I’m not interested in sport, what the long-range weather forecast might be or the financial news. I’m especially interested in local news, and international news headlines, given that I’m from elsewhere, and who knows – somebody from New Zealand might do something that makes it into a bulletin.
Now, each of those modules are pieces of the actual broadcast that make it to air, but using very simple digital editing, could be stored on a server and tagged according to what they are.
As a listener, I would like to be able to go to a radio station’s website and customise a podcast just for me. I enter my 30 minute commute time, check the boxes that relate to the items I’m particularly interested in, uncheck the boxes that relate to the items I’m not at all interested in, and then allow the station, on a daily basis, to fill a pre-recorded podcast that is delivered via RSS to my computer and onto my iPod every morning before I leave for work.
The items that I have selected will fill perhaps 10 minutes of that 30 minute podcast, and the remainder can be filled with other bits of the programme to make up the time. Perhaps a discussion about last night’s television, a phone-in competition (that I can listen to, without participating, obviously) and just general radio show banter – perhaps even with a bit of music.
It’s about workflow
People who work on breakfast radio shows get up earlier than you and I do. They arrive and prep before the show starts at 6am (usually) and can be in the office as early as 4.30am. I know. I worked on one for a year or so.
The ability to routinely record a piece of the broadcast as it’s being made, and then tag it as a particular type of content could be as simple as hitting a single button and dragging and dropping an audio file into a folder.
It’s not about getting the broadcasters to do anything especially new or different, but about including tiny tasks such as pushing a button while they take a breath between one module and another (news, weather, sports, traffic) – or even automating that process where it already happens (often there is a recorded ‘sting’ that gets played out to identify a new idea or segment – and the button press is a part of that workflow).
The press of the button splits the recorded audio into segments, which can then be dragged and dropped into the correct buckets. If done early enough – say as part of the show prep, or in the first half hour of the programme, these pieces can be processed and ready to be automatically assembled into customised podcasts before most people have even had their first cup of coffee.
Then there’s a bit of magic that happens
Making the modularised content is not the trick. Assembling that content in lots of different ways and then distributing customised RSS enclosures is the trick. How do you make it so that everyone gets their very own version of the Heart FM or Galaxy breakfast show?
There are a number of ways around this. First, there could be a limited number of variables, and with perhaps as few as 50 different possible variations of options and durations (that’s not a big number for a computer).
Once the different modules have been recorded and tagged (say, by 6.30am), the server could compile all the different combinations into single audio files, and the options chosen by the listener would determine which feed (and therefore which audio file) they would receive by 7am.
The other way is to podcast multiple tracks, with each component numbered. So you would receive tracks 1, 2, 4, 5, 7, 8, 9 and 11 to 13. They would arrive independently of each other, but on your iPod, they would play in order. As you had selected not to subscribe to tracks 3, 6 and 10 (Sport, Long-Range Weather Forecast and Financial News), they would not appear in your playlist.
Advantages on both sides
Clearly, there’s an advantage for listeners. They get to build their own radio programme that fits into their own routine, and contains only the bits that they’re interested in, plus a few surprises to make up the rest.
For radio stations, there’s a way to superserve your audience, reinforce brand identity and sell sponsorship at an even more granular level. There’s the opportunity to make and include additional content and the chance to engage with an iPod listening audience in a way you were previously unable to do.
But perhaps even more importantly, you can get entirely accurate statistics about what people like and don’t like at a microscopic level of detail far beyond that of the quarter-hour RAJAR figures.
Not just for pop music stations
Obviously, this can be done for any kind of radio station – and, in fact, could offer the opportunity for radio station groups to offer modular packages that cut across brand identity, and allow listeners to (for instance) get the news from one station, the celebrity gossip from another, and the sports from a third – all packaged up into a neat and tidy daily bundle that automatically arrives each morning on my mp3 player, and is of exactly the duration I require.
All I have to do is put my iPod on its dock when I go to bed, and when I leave the house the next morning, I’m listening to the radio.
Table of contents for 30 Days of Ideas
- The other way of following first
- Now we’re up and dancing
- 30 days of ideas – 01: Keymash
- 30 days of ideas – 02: Radio Alerts
- 30 days of ideas – 03: Only Famous (a romantic comedy)
- 30 days of ideas – 04: Modcasts
- 30 days of ideas – 05: Numberless Calendar
- 30 days of ideas – 06: SpringCleanr
- 30 days of ideas – 07: Street Gallery
- 30 days of ideas – 08: Smart Business Cards
- 30 days of ideas – 09: Recordings in Concert
- 30 days of ideas – 10: Vinyl scanner
- 30 days of ideas – 11: Photo Stack-and-Scan
- 30 days of ideas – 12: A Box of Cool
- 30 days of ideas – 13: Karaoke-Tube Celebstar Idol
- 30 days of ideas – 14: I Made You A Tape
- 30 days of ideas – 15: Newspaper download codes
- 30 days of ideas – 16: Pebble Splash
- 30 days of ideas – 17: Digital radio, somewhere useful
- 30 days of ideas – 18: Public domain music collection
- 30 days of ideas – 19: Blog cast-list automator
- 30 days of ideas – 20: The Retirement Pile
- 30 days of ideas – 21: Nationalise EMI
- 30 days of ideas – 22: The Stainless Steel Rat (the movie)
- 30 days of ideas – 23: WordPress Bandcampify template
- 30 days of ideas – 24: Rollercoasters as public transport
- 30 days of ideas – 25: Next-gen personalised music radio
- 30 days of ideas – 26: New Music Trust
- 30 days of ideas – 27: Tamagotchi Gardening
- 30 days of ideas – 28: Charity shop clothing subscription
- 30 days of ideas – 29: ‘Now Playing’ social music app
- 30 days of ideas – 30: House of Spare Ideas
- Mixtape for You by Ray Kuyvenhoven
- What can you do in 30 days?