The original audio, video and text programming will be the foundation for Internet channels, station Web sites, iPods, satellite broadcasts, in-vehicle navigation systems, and HD digital radio multicasts.
The elements, developed by the company’s Content Research & Development Group, are the product of a previously secret initiative now called the Format Lab.
Created in 2004, the Format Lab blends veteran radio programmers with fresh voices to comprise a virtual community of more than 200 programmers and production professionals. Clear Channel says the Format Lab is developing fresh and unconventional radio and online content, irrespective of what devices ultimately carry it.
“We have become agnostic about delivery and are completely passionate about content,” said John Hogan, president and CEO of Clear Channel Radio.
The new channels include programming elements for both mainstream and hyper-niched programming. Live streams of the first 75 channels can be heard at clearchannelmusic.com/formatlab.
One of the more unconventional ways the Format Lab helps to drive diversity was the decision to draw on a number of non-professional radio programmers to lead or consult on some of its channels. For instance, a personal trainer consulted on the Lab’s workout channels, a Broadway veteran programmed the Lab’s show tunes channel, and an information technology expert gave input to the Lab’s Americana channel.
“We’ve created this programming to give broadcasters the most flexibility and the best return on investment,” added Hogan. “The massive amounts of programming needed to feed rapidly growing numbers of HD2 multicast channels, Internet streams and other near-term opportunities dwarfs the real estate that our industry had to fill with the advent of FM. By making extraordinary programming available even more broadly, the radio industry will be able to fully capitalize on the opportunities we are creating for ourselves daily.”
Specifically, radio broadcasters can use the programming as-is for subscription services or can choose to supplement the elements – which include continually refreshed playlists, imaging and spoken-word vignettes – with their own locally customized content to create fully localized radio channels.
While originally intended to feed personal entertainment and information devices beyond AM/FM radio, programming for at least one of the Format Lab channels has already been adopted by traditional radio stations. West Virginia station, WTCR-AM has taken the Americana NewGrass foundation and localized it to include more of an emphasis on bluegrass. In its Format Lab form, Americana NewGrass ranges in style from folk to country blues to bluegrass to alternative country to rockabilly to neo-traditional and roots rock
Clear Channel Radio’s Content Research & Development Group is focused on six content areas: music, spoken word, multimedia, interactive, advertiser-based and so-called “light stage”.
- Portions From a Clear Channel Radio Press Release
(The author wishes to disclose in a separate position he is an employee of Clear Channel.)
