Why Programmers Fail

Guest contributor Peter Don is a founder shareholder of Broadcast Programming and Research.

We all know that programming success is based on better talent, after all it’s an industry where ego rules!

But there are times when talent is not enough – programming ‘fails’ can occur for any number of reasons. In this occasional series we’ll look at a few of these…

WE’RE BETTER/SMARTER THAN THE COMPETITION …

Sometimes known as ….. ‘we can make a better product than the other guys…..’  and in some cases y’know they actually do, but it still isn’t enough to make the ratings meter move.

Programming success, or programming failure can be either a failure of strategy, a failure of execution, or sometimes just a failure of commitment. It’s not enough just to exist, the concept of ‘build a better mousetrap and the world will beat a path to your door’ is simply not enough if the customers don’t see the difference in your programming mousetrap. Sometimes they can see the difference, but there is something more important keeping them in their current listening habit.

Difference has to be both obvious and meaningful.

Do the listeners hear a difference in the music / the personalities / the entertainment on your station?

Does your station deliver what they want – or fill a need that is not being provided for by other stations?

Is it clear, understandable and consistent?

Ries & Trout – 22 Immutable Laws of Marketing

“Many people think marketing is a battle of products. In the long run they figure the best product will win”

“It’s an illusion. There is no objective reality. There are no objective facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion”

Peter Don is a founder shareholder of Broadcast Programming and Research. A Sydney based company, BPR consult and provide strategic research and programming solutions to radio stations worldwide. Peter can be contacted by email at [email protected] or through the BPR website at www.bprworld.com.