III.III: Distribution Channels

Control the Distribution Channels that Audiences Use

Other Information:

To achieve success in broadcasting it is just as important to remove reasons for not listening as it is to create reasons to listen. The easiest reason for people not to even sample a radio station is for it not to be available on the channels that the target audience already uses. A telltale indication that programs are being delivered via the wrong channels is a very low awareness level of your station among the intended audience. At the same time, control of the channel is important to permit a consistent format the audience can count on at any time they tune in. Therefore, where possible, BBG will follow these principles:· Broadcast on the channels the audience uses and ensure redundancy. If they listen to AM, then we need to be on AM; if FM, then FM. The last thing we want is to be inaccessible. Which is why we must also have sufficient redundancy as a hedge against host government interference.· Own the channels of distribution. Owning the channels precludes sharing or leasing arrangements whereby programming incompatible with our format and profile would air juxtaposed to ours.· Broadcast 24/7. Being on around the clock establishes a fixed, prominent profile as opposed to sporadic broadcasts at different times during the day. We need to maintain a constant onair presence and be available whenever the audience wants us.

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