Yesterday’s post about Netflix’s brand extension device – “TUDUM” – generated interest from many of you, as well as from my team at Jacobs Media, IFYMI, the story revolved around the initiatives Netflix has launched to extend its distance from able, well-financed video streaming competitors like Max, Disney+, and Amazon Prime Video to name just three.
This has inspired the Netflix creatives to try all sorts of maneuvers, from opening themed restaurants (“Netflix Bites”) as well as brick and mortar mall attractions (“Netflix House”). On a smaller scale, Netflix is doing an impressive job adding all sorts of extra content and resources to hit shows like “Squid Game,” “The Diplomat,” and “Black Doves.” In the same way a book club extends conversations around popular novels, Netflix is applying similar techniques to its proprietary shows and series.
In the process of writing yesterday’s post, I posited why smart, resourceful radio brands couldn’t make similar moves, not to just differentiate themselves from other stations in town but their other competitors in the audio arena – podcasts, SiriusXM, and Spotify, just to name a few of the obvious ones. I had a conversation with a programmer who reminded me of the multi-billion-dollar budgets Netflix has amassed for the purpose of reminding its subscribers just how valuable the service is. It should also be noted a rate increase is on the horizon. As of March, the monthly rate for their premium plan is up to $17.99. Others are sure to follow, putting even more pressure on these media giants to justify their value.
But how can an individual radio station possibly compete on this level? In fact, how could even one of America’s leading broadcast companies keep pace with video streaming juggernauts like Netflix?
The good news (sort of) is that it’s more about time than it is about capital expenses. In so many cases, a radio station doesn’t have to open its own local concert and performance venue, similar to what WXPN in Philly has had its disposal for many years now. While this type of space could be a game-changer for many radio brands, product differentiation is within reach – without blowing the entire marketing budget (assuming there still is one) in one fell promotional swoop.
One key caveat before I head down this trail. As I mentioned in yesterday’s post, there are two key prerequisites before even considering developing your “TUDUM Tactics.”
- It starts with radio brands that truly have great content audiences care about. All the also-rans in the market should take a pass on a “TUDUM”-like campaign.
- And not surprisingly, brand managers need to adjust their thinking to proactively look for brand differentiators. That may sound obvious, but at many stations, this is not a priority.
So, now that we’re all on the same page, let’s look at a series of ideas many brands could pull off, courtesy of the Jacobs Media team:
Morning/personality shows
If you’re blessed with a great morning show, you’ve got some great material to work with….
Similar to what Netflix has created for its best shows, think about an “explainer” or “insider” site where you take fans backstage to talk about the details behind the show that never sees the light of
day – your prep, your bookings, the “arguments” over content and treatment, how a new bit was ideated and launched – in short, anything that takes a core listener behind-the-scenes to dig even deeper on your biggest show.
Many teams are already producing a post-show podcast with extended segments and more liberalized content.
Of course, there are those regular Insta/TikTok videos that can drive all sorts of engagement. Most radio shows (TV news shows, too) are so constricted by time (“forward momentum,” etc.) many can barely breathe.
Chris Brunt found the perfect example, a Lansing, Michigan morning television meteorologist, Katie Nickolaou who is creative, interesting, and engaging. TikTok was made for this type of talent:
@weather_katieI miss Club Penguin 🐧🥺♬ original sound – Weather_Katie
Katie’s pushing a half million followers and 46 million views on TikTok – more exposure than she could possibly get from her “linear TV station” in a mid-Michigan market.
For talent requiring a bigger stage and more time, there are other social sites to choose from – like YouTube. In the past year, I’ve written about Adam Reader – the “Professor of Rock.” Adam has an encyclopedic memory for rock n’ roll history, as well as unbridled enthusiasm for the music. He’s perfect for this role – and YouTube – and a version of his show is now being syndicated by Hubbard and Skyview Networks.
But there are many great talents like Adam on the radio. They are great storytellers with compelling voices who are wonderful communicators. Many are in the “radio box,” working within 90-second windows to spin their tales – and get into commercials without delay. How do you differentiate a rare radio talent? Take their skills and services to other platforms where there is more audience, data, and personalized experiences.
Last I checked, Adam now has more than 1.2 million YouTube subscribers. Yes, he produces a lot of content and it’s good. But many working on the FM airwaves are also accomplished talent capable of differentiating their heritage brands by utilizing other avenues of exposure.
Letting the music blossom
Too often, radio stations let their music devolve to sounding like all they do is play mass appeal hits. There’s life behind that 250-song “safe list,” but smart programmers need to spread their lists wisely and strategically.
Take the most mundane of content – a core artist celebrating a birthday or big anniversary. Sadly radio knows how to treat these milestones so they sound like decades-old wallpaper.
Of course, the other way to do it is “TUDUM” style where the station can provide more resources – audio clips of the artists, playlists from the airstaff, and even Wikipedia bios and discographies. The delivery method? Email continues to be very effective.
You can increase the impact of these missives when you know which of your database listeners considers today’s birthday artist among one of their favorites. How do you get this info from your station fans? Just ask ’em. Database surveys cost miniscule dollars but their ROI can be massive. Remember, this is similar to how Netflix “data mines” its viewers – knowing what they’re into and when they watch it.
Social platforms and the poor neglected station website (put a pin in that) can also house this content, along with those artist interviews that may be “unairable” in a Nielsen World but otherwise can have a second life in other places in a brand’s arsenal. You can even promote these on the air by selecting a great/timely/compact interview clip suitable to driving eyeballs and ears wherever you direct them.
Some stations – especially in the Alternative family – have collected wonderful acoustic versions of their core artists’ biggest hits. Most of these are neglected or banished to obscure places. Like NPR’s “Tiny Desk” series, these special renditions of big songs should have a life of their own and contribute to brand equity.
Special interests and communities
Chaz & AJ are in the midst of celebrating their 22nd year together on New Haven’s mighty WPLR. One of their go-to pieces of content is food, especially area restaurants. This is a big part of the show’s social sphere and they do a great job incorporating this content on their Facebook page:
As the jacapps team down the hall might tell the brain trust at PLR, an events and/or community app could be that next logical extension for a show hanging a hat on local cuisine and area restaurants. These apps can be revenue generators, as well as helping cement a personality or station brand to a hometown local region:
Stations and talent that can build communities have multiple options designed to strengthen their brands. Reddit is a growing social portal that specializes in well-defined interests (like food in New Haven, CT). It seems there’s a subreddit for pretty much every group of enthusiasts. Or a station or show can start up their own subreddits.
Reddit was one of our CES “side trips” this year (pictured). Our broadcast radio “tourists” loved the concept of building brands and audience via these interest groups. And Deanna Mackey, GM of KPBS radio and TV – public media in San Diego – swears by connecting her stations to Reddit to expand their horizons (while appealing to younger people in the community). KPBS has done “AMAs” – “Ask Me Anything” sessions with station journalists and others.
For music stations, choosing which songs to play can seem like voodoo to even the most sophisticated listeners. Why not open the weekly music meeting to interested listeners and let them chat away about this week’s selections? These meetings can take place on Facebook Live, for example, or TikTok, of course.
Richer music experiences can also be incorporated (carefully) into podcasts. WDRV’s Janda Lane’s Marconi-nominated “Behind the
Song” podcast is a great example. This content no longer needs to be on-the-air in order to have an impact on the station’s or a personality’s brand.
Finally, the website, a grossly under-utilized resource on stations across the spectrum. You don’t need me to tell you most station websites are mediocre, at best. Oftentimes, they no longer even reflect the station brand to any degree, a missed opportunity. It’s no wonder they are often ignored by the audiences or used only sparingly.
I’m just getting going. There is so much that can be done to enhance and grow already solid radio broadcasting brands, leveling radio’s core strengths.
If you’re looking for more ideas for your station or personality brands, reach out to me I’d be happy to walk you through our process.
And finally, healing wishes to AJ of the Chad & AJ Show, recently diagnosed with multiple myeloma. We wish him the best of outcomes.
Also, Andy Bloom points out Netflix’ use “TUDUM” is actually a ripoff of a “Law & Order” signature sounder. You be the judge:
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- How Radio Can Create Its Own “TUDUMS” - February 4, 2025
- What’s Your Radio Station’s “TUDUM?” - February 3, 2025
- Appreciating What We Have (When Our Lives Aren’t In Jeopardy) - January 30, 2025
Great ideas! The ideas around morning shows reminded me of what gave me the radio bug in the first place, a visit to KHOP in Modesto, CA to watch Rob Sherwood and his team work the magic of morning radio. 13-year-old me was in wonder and that live studio audience experience (fully sponsored, I now realize) was one of the hottest tickets in town. Whoever decided that monthly peak behind the curtain was a great way to engage audiences hopefully got a raise. Today’s social media tools truly allow a team to take that to a much broader audience.