Over the past several days, I’ve written about some rather aggressive news by radio’s biggest companies to shore up relationships and distribution strategies with the likes of Netflix, SiriusXM, and others. For the largest broadcasters hoping to achieve scale, these alliances are sensible, smart, and strategic to both C-suite denizens, board members, and investors. These moves also enable the largest companies in radio to create even greater efficiencies when it comes to content creation and revenue generation.
But what do these tactics say to the thousands of other stations in medium and small markets, especially those owned by modest sized companies in Nielsen diary markets? Should they be open to achieving some of the same efficiencies as the behemoth companies or should they be seeking different goals in a radio industry that is rapidly shifting in a media ecosystem roiled by competition, disruption, and the pressures to evolve with technologies like AI?
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