Rant
The Age
Thursday February 13, 2003
WHY is commercial radio programming stuck in a time warp? While other modes of mass communication have managed to change with the times, it seems that commercial radio has manoeuvred itself into a rut.
For those too young to know, radio was the first electronic mass media device of the 20th century. Everything that we see on television has its roots in the early days of radio. There was news, music (classical and popular), comedy, drama, chat and talkback. Today all we get is talkback, top 40 and news. Is this progress?
It is pathetic to read about the merry-go-round of Melbourne commercial radio. The industry is so busy number-crunching that it doesn't realise its programming has become boring, stale and predictable.
For years I have been pounding at the doors of the commercials to take a chance with something and someone new and different. Yet, every week in the radio columns of the newspaper we read of the same voices and the same personalities playing musical stations. The irony is they're not musical at all. In fact they're all talk, and they all talk about the same things. So where is the variety? Where is the alternative? Talk radio, music radio. They all sound the same.
Haven't the commercial stations figured out why so many community stations have started up over the years? They offer an alternative. They offer variety. They offer what the public wants to hear.
3AK has been in strife, it seems, forever. I recently offered to bring exciting programming to the station. I was politely knocked back by the managing director on the basis they had finally settled on a formula and personnel and were happy with their decisions. Yet I still read every week of the strife that the station is in. Is Melbourne radio so afraid to give someone new a try? I am tired of reading of Derryn Hinch (et al) moving from AK to AW to who knows where.
Comedy Radio on 3AK after midnight - here was a successful community radio venture that needed a place on commercial radio. Did 3AK finally do something courageous? Alas, it backed down and axed the program.
For 20 years I have wanted to bring a theatrical flavour to Melbourne radio, only to be told, ``Sorry, we're locked into our programming." What a load of rubbish!
The people in power don't know radio. They just think they do, because of their success at ``selling air time" and balancing the books.
Henry Sachwald presents Theatretrack on 3MBS-FM on Thursdays at 10.30 pm.
© 2003 The Age