Two significant technological advancements hold the potential to revive localized Black radio programming, enabling local advertisers to re-enter the market and fostering job growth within the community.
As an early advocate for internet-based solutions, I now see the value in using terrestrial AM/FM signals to help revitalize our communities. HD Radio technology allows AM/FM stations to broadcast multiple channels, which essentially gives them additional formats that can be transformed into revenue-generating streams.
**The HD Radio Solution**
Unlike internet-based signals, HD Radio is limited to specific service areas, making it ideal for targeted, localized programming. With qualitative audience measurement techniques, stations can fine-tune their formats based on listener preferences.
However, a significant challenge is getting HD-compatible devices into the marketplace. Recent data shows that about 90% of new car models in 2025 will come equipped with HD Radio as standard. These are not the traditional radios with buttons, but advanced command consoles that manage entertainment, car systems, and monitoring. Additionally, there is a movement to mandate FM receivers in mobile phones, allowing listeners to use wireless devices or earphones to access FM signals.
Many smartphone users are unaware that their devices already have inactive FM chips. Activating these chips could expand the reach of broadcasters and save consumers money by reducing data usage on mobile networks. The lack of active FM chips, present in all of the top 10 best-selling smartphones globally, also limits broadcasters’ reach during emergencies, when wireless networks can become overwhelmed or lose power. Broadcasting emergency alerts via FM signals would be an ideal alternative to text message alerts.
**Localized Black Radio Programming**
Today's radio programming often relies on a single signal originating from a central location, shared across multiple outlets (syndication). The key challenge for localized Black radio is to create captivating, ongoing programming focused on community-specific content. Here are a few ideas for what could work in local markets:
1. **Local Entertainment Channels**: These stations could focus on local talent, playing within the community’s targeted listening area and sponsored by local clubs, venues, and businesses. Stations can report on all upcoming events such as concerts, festivals, fairs, theater shows, church events, and more. This would also offer an opportunity to air live performances and remote broadcasts from local musicians and events.
2. **Local News**: The recent Presidential election season exposed the flaws in national news programming, where stories are often created instead of reported. A local station could maintain a dedicated news team focusing on smaller populations in its service area. Partnering with small local newspapers would provide valuable content.
3. **Local Sports Broadcasts**: High school sports like football, basketball, soccer, and gymnastics are often overlooked in programming. These events draw large, enthusiastic crowds with strong local support. Think of a mini-version of ESPN, which would not only engage listeners but attract local sponsors and potentially increase HD Radio usage.
4. **Local Resident Programming**: Get the community involved by broadcasting local podcasts and blogs that focus on topics of interest in the area. This approach would be similar to public access programming but with more flexibility to tackle issues and themes specific to the local audience.
By focusing on local engagement and taking advantage of HD Radio technology, Black radio stations can revitalize themselves as essential hubs of community life.
