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I recently had the chance to drive across the country and listen too many of our countries Christian radio stations. We, the radio industry, have a number of individuals who have acted on a vision to bring the gospel to Canadians via the medium of radio and I have a load of respect for the sacrifices you’ve made and continue to make.
As I sat down to write this article I wanted it to be an encouragement to the individuals I mentioned above and not to come across as a know-it-all who wants to tell you how to run your radio station. Having said that; we have a lot of work to do to bring the quality of Christian radio to the next level.
I’m not going to single out anyone but I will make references to some different styles of programming I have heard. There are some stations out there that for whatever reason have chosen to run their stations more like a jukebox instead of seeking out individuals who can help them create a product that doesn’t sound like a believer’s ipod. Running an effective radio station is more than buying automation software, a transmitter, a tower and poof instant radio station.
Once you’ve gone through the trials of a CRTC hearing and they’ve granted you a license (prayerfully) you actually end up with two parts to it. Here’s what I mean by that. You have the physical license that allows you to broadcast. The second is the “spirit of the license”. I have to credit a good friend and colleague of mine for helping me to see that second part. The “spirit of the license” is what really counts when it comes to the on air part. It’s great to have a station that broadcasts Christian Music but is it enough to actually impact the community on behalf of Christ? What are we doing to transform our community? Are we involved with local activities? A few questions you need to answer in order to truly be a Christian radio station.
There are some stations I heard that do achieve some of what I mentioned but still lack that “spirit” that is vital to our format.
I jotted down a few ideas that might help you;
- Find someone in the industry, preferably from another market, and partner with them to bounce ideas off of. Whether we believe it or not we’re all trying to achieve the same basic goals and we really do want to help.
- If you can afford it, hire a consultant. I’m not suggesting that a consultant should run your station, but they essentially are the GM or PD’s air check so to speak. They will give you an objective view of your product.
- Hire some voice trackers. There are some very talented people working in our industry in Canada that have a passion for this format and would love to help your station sound great. Most of those people understand our plight and it won’t break the bank. Trust me; a voice tracker is better than broadcasting an ipod.
- Connect with the community with volunteers or staff, whatever you can do to establish yourself as a viable alternative to mainstream radio in your market.
- Take in a radio seminar or two. GMA Week in Nashville every April is terrific; I know GMA Canada in Calgary this month will be great as well. If you want a totally different perspective in late January, early February, radio guru Dan O’Day has a great event in Los Angeles. Radio people from all over the world go to that one.
The bottom line is this; you are responsible for the product that your station broadcasts. God has chosen and challenged us all to create something that will represent him to everyone your station comes in contact with. In this age of the Ipod, YouTube and Face book, your station needs to stand out and be a viable alternative in your market.
Always remember the “spirit” of your license and please… don’t waste your airwaves.
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