Mike Bettelli has been a fixture in the great northwest for many years. From his early programming days in the ‘70s and ‘80s on Seattle radio at KISM-FM and KOMO-AM to his eventual rise at what was then Broadcast Programming, Mike has always had his eye on the big prize. That prize arrived in 1997 with the launch of Delilah with six affiliates. The affiliate list would expand to two-hundred in just two years. Mike has programmed several syndicated shows, continues to consult stations across the country, and has developed several formats offered in syndicated form for radio.

How has Jones Radio Networks grown amidst all the emerging technology?
We have definitely embraced the new technologies. Our satellite clients are all getting the new Wegener iPump receiver which allows them to carry our shows in real time for every time zone, and lets us run a different network spot load in each market if necessary. Our shows are doing contesting with text messaging, we’re streaming video on our show sites and doing ringtone giveaways. We’ve moved a lot of the paperwork and audio files onto the internet, too.

How will Jones Radio Networks utilize and integrate the use of HD Radio?
We are already creating HD formats.  Every market is a little different so we’re trying to work with clients to find the best HD format for them.  We provided programming for one of the first HD channels at CBS here in Seattle. The audio quality is another issue and Jones TM Century has a superior product for music libraries. CD quality means listeners will really be paying attention.

Speaking of Jones TM Century, talk about the acquisition of TM Century.
We are all excited about what Jones TM will bring to our company. The jingle packages, production libraries and services are areas we couldn’t provide to our clients. By merging our Chartbreaker new music service with their HitDisc product we cover the whole industry.

Will the Jones Radio Networks/TM Century situation still exist as they presently do in Seattle, Denver and Dallas?
Each operation is located where they are for a good reason. We do twenty-four hour satellite formats (and have our corporate headquarters) in Denver. Dallas is where you need to be in the jingle business and Seattle houses our programming/consulting business and two high profile syndicated satellite shows (Lia and Danny Wright All Night). In addition, we have Jones Media America in New York and our JRN News and Talk formats are headquartered in Washington D.C.  We also maintain a studio in Nashville.

How will HD Radio fare? Will HD Radio provide the listener with enough compelling alternate programming to compete with satellite radio?
We should all be hoping that HD radio is a big hit. Right now most HD channels are either clones of main channels or just offshoots of a mainstream format. It will have to get much better to be a strong competitor to satellite radio. Right now it is not being heard because the hardware has been very slow to show up at retail. It’s still too expensive and hasn’t been explained very well to listeners. If every Accord & Camry had an HD tuner as standard equipment, can you imagine how quickly it would take off? Radio needs to keep up the level of promo announcements about HD and keep pushing the hardware manufacturers and car companies. Satellite radio got there first, but HD is free and sounds better.

What are the challenges facing today’s terrestrial radio programmers?
Aside from the competitive challenge from Satellite Radio, internet streaming and iPods – PD’s need to focus on two things:  make compelling/entertaining radio and be a vital part of your community. Terrestrial radio is a very successful business. The customers are still coming in. We just need to make sure we don’t disappoint them with our product.  Also, pay more attention to your station website (start streaming if possible) and be ready for all the new technology coming quickly to radio.

Does AC radio find itself at a crossroads? What must AC radio do to stay vital?
The AC format is coming off historical highs from the Fall ratings. The winter and spring books may be a challenge because those big numbers are from “all Christmas” and now we’re back to regular programming. There isn’t enough new music in AC right now and I fear we are having a bit of an identity problem. Should Mainstream and Soft AC be playing half of the Hot AC chart? Do listeners really want songs to stay in a current rotation for two years? Will AC stations with personalities continue to shift to Jack, Bob & Movin’? AC formats will always be a balancing act between the right music, personalities and community involvement. The music and topics will constantly change if you keep the same target audience. Today’s 30 something mom is much different from a thirty-something something mom in the mid ‘90s. AC programmers need to be in sync with their target female audience and deliver the music and entertainment they want.

Given the many options available for today’s listener, is terrestrial radio doing enough to win the war against the iPod and satellite?
The short answer is no. Both the iPod and satellite radio have taken some listeners away from radio. The good news is that most people get tired of listening to the same songs on their iPod and both satellite companies have filled up their hundreds of channels with format niches that don’t have broad appeal. They also can’t be local, and most are not very entertaining unless you really like the music mix. Radio needs to maintain a high level of relatable content, be local and sound professional.

Are there any new shows JRN is planning to unveil?
I’m excited about two new format offerings in the AC area. These will be complete format packages with imaging, music libraries, scheduling and expert consulting to make them successful. Stay tuned.

In today’s world, is what’s between the songs still one of the most important things?
You have to start with the right songs. After that it’s all about what happens between the tunes. Anybody with a passion for radio understands that. I grew up listening to some memorable Top 40 AM stations (KJR & KOL/Seattle; CFUN & CKLG/Vancouver).  What made them great and created loyal listeners were the personalities, the imaging and the unpredictability of what might be coming next. The topics (& tone) may have changed, but radio listeners are still looking for a little fun when they turn on their radio.

Looking forward, what is your prediction for terrestrial radio in 2007?
This will be an important year for terrestrial radio. The HD introduction needs to move forward. PD’s need to pay attention to being an important part of their community.  Radio websites should be streaming and adding to revenue. We have to program and create content for our target audience and continue to ask them what they want from radio. For a medium that’s been around for about a hundred years, I think we’re doing o.k.

** QB Content by Mark LaSpina **