Dave E. Crockett talks about Houston radio happenings

Former Houston radio air talent, Dave E. Crockett (93Q KKBQ, 95.7 KIKK, Mix 96.5 KHMX, 107.5 KLDE among others) stops by the mikemcguff blog to provide some analysis and opinion on this week's radio happenings. He says shifts in DJ's might not make much of a difference in today's media landscape:

REPEATING THE SAME ACTION OVER AND OVER AGAIN AND EXPECTING A DIFFERENT RESULT…

by Dave E. Crockett

Radio has always been a revolving door.

Today’s age of “cluster” radio station ownership (and I suspect they left off the last word!) has not changed that. What is different is that when you are released from a radio station these days it will
likely end your career. The reason, in my opinion, is the real lack of competition between radio stations. Gone it seems are the days when we had stars like John Lander. Today we may have heard of a jock. But is he or she a “star?” Based on the turn-out at the car dealership remotes every weekend I would have to say the answer is a resounding NO.

In Houston there is some competition between KHMX and KRBE, but nobody inside Clear Channel or Cumulus is going to treat it as any big deal. Why should they when they have, in the case of Clear Channel, seven other radio stations to generate income. Cumulus has two other stations. Now don’t confuse that with me saying there is NO competition between radio station OWNERS. There is. But inside the walls of Clear Channel there is no one rooting for Dean and Rog to clobber Sam Malone in the ratings except for perhaps Dean and Rog. Even though there is a real battle going on between KKBQ and KILT, nobody at Cox corporate offices in Atlanta is breaking out the check book to hire a top-notch morning show for KKBQ or any on-air talent for KTHT, which currently has only one live day-part. Why should they spend money on talent when they have three other Houston radio stations, and now 8 HD signals, to generate income. In the old days each radio station had to pretty much support itself and it made for a better product to the listener and a better value for the advertiser.

With all this recent activity in Houston radio can we expect better radio to follow? Only if somebody hires me and say’s “Be yourself Dave E. Crockett! Talk about anything you want!” Just kidding… that will NEVER happen. First of all: No matter how entertaining somebody may be, nearly a third of each hour is devoted to playing commercials, and that is hard to listen to. Terrestrial radio wants to compete with satellite radio by offering HD channels which, in theory, will offer more variety. The stumbling block is that they will still have to play a lot of commercials to pay the bills which include licensing fees to the FCC, BMI and ASCAP. And all this new HD equipment isn’t cheap either. Secondly: Recent FCC rulings raising the amount broadcasters can be fined for “indecency” to $325,000. That isn’t going to help terrestrial radio owners out either. Those fines do not apply to satellite broadcasters. The FCC has killed radio’s chances of survival by tossing out the First Amendment and the owners have gone along with it. Adding HD signals is tantamount to rearranging the deck chairs on the Titanic. The ship is still sinking. You know if HD signals required special equipment, and were sold as a
“subscriptions”; the whole FCC issue could be avoided thus leveling the playing field between satellite, the internet and terrestrial broadcasters…

I’ve always said that since radio was deregulated in 1996 it was doomed to fail and become a secondary or even lesser place for entertainment. Sadly I was right. As entertaining as Rod Ryan, Sam Malone, Roula and Ryan, Hudson and Harrigan and the handful of other local announcers maybe, they simply cannot compete in today’s environment because they are handcuffed by broadcast companies who have forgotten how to be entertaining. IPods, XM, Sirius and the internet provide unlimited and unedited streams of music, talk, sports and comedy. The only reason most of us even sample radio these days is because it’s more convenient than learning how to use new technology. It is undeniable that the influence of local radio has been considerably watered down.

Will it matter that Scott Sparks is headed to do mornings on KLDE? Not if they force him to do the same safe bits that Ron and Jackie, and later Ed and Jackie did. Will it matter that Atom and Maria are being replaced with Roula and Ryan? Not if the owners of KRBE tie R&R’s hands and make them do the same show Atom and Maria were doing. Again it comes back to the deck chairs on the Titanic. The FCC has already restricted the talent enough without the ownership saying things like, “We are targeting women 25-49 with 2.5 kids who go to church, shop at Randall’s Grocery store and drive blue Volvos. That’s our target… Our OTHER station is targeting women 25-49 who are career minded who march in parades, shop at Whole Foods, eat nuts and drive LandRover’s…” And of course the words that still ring in my ears. “Don’t offend anyone!”

Good luck and God’s speed.

Dave E. Crockett

President/Owner Avnet Productions

www.avnetproductions.com

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