Program and Music Directors perceive that putting new music on-the-air is more of a gamble then playing any of the “library” of music the station rotates on a regular basis. Hence, they agonize over when to “add” a song to their current playlist because the last thing they want is to give listeners any opportunity to tune out because of an unfamiliar tune they may not like.
The rule many programmers live by is: "I'd rather play something familiar that 'tests' well than play something unfamiliar."
That’s why we so often wind up hearing the same songs played over and over again and probably more often than we care to. It’s one of the big complaints listeners usually voice about the current “state” of terrestrial radio.
This could help to explain, in part, why satellite radio is growing steadily, online streams have become legitimate sources of “new radio", and some listeners just prefer to hear their own music “library” on an iPod or other audio device.
Although radio stations have good intent – and do want to please their listeners - some critics say the whole process of deciding music has devolved into a set of sterile research methods accompanied by Program and Music Directors who are unwilling to act on their “gut” feelings and instincts.
So, when you wonder why a favorite radio station doesn’t ever get to your request or why it seems radio stations play the same songs over and over again it shouldn’t surprise you anymore.
But, don’t despair: you have never had so many new choices for listening between satellite and Internet radio and new portals like AudioFeast.com which allow you to download radio and other content for listening on your own terms.
