Mark Ramsey proposes, the BBC disposes

Mark Ramsey, head of Mercury Media Research outlined in a recent post what radio stations need to do to make the shift from just an over-the-air broadcaster to a media content provider. If I was an under-appreciated cog at a big radio group right now... , I'd pitch my group on a digital video series that can be sponsored.

All at once I would be creating:
A) Content to attract online traffic and engagement
B) NTR ("New" traditional revenue)
C) Stuff for the jocks to talk about on-air
D) A reason for me to be not such an under-appreciated cog anymore

Just theory? Not really. Ramsey was talking about GlamourTV, but there's an even better example for stations. BBC Radio 1 has taken their morning team to Los Angeles, where they're broadcasting live every day.

For this special run "The Chris Moyles Show" has upped its podcast frequency from once a week to one a day. And they're also producing a series of videos.

And they're using the strength of each of these formats (radio, podcasting, and video) to cross-promote each other.

Listen to this segment from Tuesday's program. Chris Moyles and company basically spend the time promoting the videos. But listen to how they do it.

They use audio excerpts from the videos. They build interest and suspense by not revealing how the video ends (you'll just have to watch it). And they play off of the audio clips, creating new content in the process.

Now before you write this off as something only the big boys can do, look at the underlying concept, and ignore the superficial details.

Let's take our favorite test case, WJMA-FM in Orange, Virginia. They certainly don't have the budget of the BBC, but that's not important. They've already shot some video (sort of), so we know they have a potential cameraman. But instead of Los Angeles, JD Slade and the other WJMA jocks could do a live broadcast from the Orange County Fair.

Instead of sending members of the team out to find Jackie Chan's house, JD could go look over the livestock. In both cases, the video camera's rolling. And in both cases there are broadcast professionals in front of the camera who are used to being extemporaniously funny -- and can take advantage of the comedic possibilities of their respective situations.

Now you've got video to post on the website (perhaps with sponsorship?), something for JD Slade and company to play with on their own shows, and -- more importantly -- some compelling reasons for listeners to go to the website, driving up traffic and consequently ad rates.

The Chris Moyles Show has shown how it can be done. Look again at Mark's checklist. Check, check, and check. Anyone getting this?

- Ralph

Day 93 of the WJMA Web Watch.

DVD PS3 Q-list

Suggestions for DVDs to watch while waiting in the PlayStation 3 que.

There's several ways to go here. One thought would be to bring movies with the longest running-times to help pass the time. Just sticking to theatrical releases, there's "Napoleon" (235 min) if you want to do serious cinema. Or try "1900" (333 min.) if you want to add color and sound. Of course there's the "Lord of the Rings" trilogy, the "Star Wars" movies and so on which can all help pass the time.

Another thought (and a little more in line with the gamer's demographic) would be use that time for a season retrospective of your favorite TV series. How about the complete "Babylon 5"? Or one of the Star Trek series, or something similar. An interesting viewing experiment might be to do a complete run of "24" -- playing each program in its corresponding hour. See if your powers of reason match Jack Bauer's after staying awake for 20+ hours.

Or you could have a filmfest of videogame-based movies to get you in the mood for your new purchase (and maybe arouse the fighting spirit necessary to make it through the frenzied mob of fellow shoppers).

"Resident Evil," perhaps, or "Mortal Kombat." "Lara Croft, Tomb Raider," or maybe "The Last Starfighter" if you're really old skool. You could try "Super Mario Bros." or "Street Fighter" if you wanted to make it a real stink-fest (with appropriate MST3K-style commentary).

And let's not forget the top-selling DVD of all time based on a video game -- Pokemon.

- Ralph

Camping out?

Ah, the lifestyle of the early adopter! On my way to the pool on Thursday morning I saw them -- the early adopters/gamers/geeks camped out in front of the local big box store waiting for the new PlayStation 3.

I won't try to figure them out. After all, they probably think I'm stupid for getting up at 5 AM to swim a couple of miles -- who am I to criticize their choice of recreational activities?

I will, however, try to make a few suggestions for making their stay in the great outdoors a little easier.

First off, you've got to have power. May I suggest this nifty device from Xantrex? The XPower 1500 will supply your encampment with over 1300 watts of power -- enough to power a refrigerator, LCD screen, laptop, and (soon to be obsolete) game console.

As far as shelter goes, it's shocking to see what passes for a tent these days. Ditch that WalMart tent and step up to The North Face 2 Meter Expedition Dome. Sure, it may look like overkill, but if you're going to lay down six bills for a game console, shouldn't you make sure you can rest in comfort while you wait, protected from wind and rain? And since it holds 8, there's plenty of room for your friends -- party time!

Speaking of lying in comfort, you'll want to stay warm at night. There's no substitute for a good down bag -- light and warm to the max -- perfect for your fast-moving style.

Now that you're snug and warm, you'll need entertainment.

Got some movie suggestions, Ralph?

Ken