This "promo" controversy is also being talked about in the forum threads at XMFan.com. Recently a poster, “Bama-Buddy”, wrote:
I tuned into Audio Visions during that new program and heard an announcer mention that this program was sponsored by this record company. Audio Visions is a commercial-free channel and are not supposed to mention any company or product (with the exception of XM). It's funny because I complained to Lee Abrams [XM's Chief Programming Officer] about hearing Radio Shack on Special X and Holly (which are both commercial-free channels). Whether or not it is a "commercial", the fact is that if a product is mentioned or its slogan, that itself is a commercial. This is not acceptable because it's a deception on XM's part.
In response, poster “Ra” wrote:
Promos for other XM channels aren't commercials. Mentions of "roady" or SkyFi equipment on a channel aren't commercials either (IMHO). Dr. Demento mentioning his "Demento Society" isn't a commercial either (IMHO). This seems to be more of a problem for YOU than to most of the rest of us and the other 999,999 subscribers (IMHO).
So, obviously, perception does differ between listeners.
Recently, while listening one day, I heard a segment about Black History Month “brought to you by General Motors…” or some very similar wording. In commercial radio, we call that institutional advertising. It’s a common technique employed to mention a sponsor in a very non-obtrusive way under the guise of a “service” for listeners. For years, radio stations at Christmas time have sold holiday or safety “greetings” in the same way to advertisers who don’t necessarily want to look like they’re commercializing on the holiday while still having the opportunity to get their name out there.
Then there's the issue of old commercials being used for entertainment purposes. On one recent occasion I heard the "‘60s on 6" channel play an old Gillette “Blue Blade” commercial into a recorded promo for Major League Baseball. Another time they aired some old candy bar commercial again, into a recorded promo for Major League Baseball on XM.
I understand these old commercials are being played for nostalgia reasons and to accentuate the feeling of being in the 1960s. But, I’m in Radio and I’m supposed to know that. Listeners may not know that. Plus, butting a vintage commercial up against a real, recorded promo for Major League baseball comes close to sounding like what commercial radio calls a "stop set" where the music stops and the commercials begin.
Quite honestly, I think the vintage commercials are obnoxious. I don't care whether a commercial is 40 years old or 1 month old. Anything that is not a legitimate programming-oriented promo that keeps me from hearing the music I was promised on a "commercial-free" channel is a waste of my time. But, that's me. For all I know, some listeners may love hearing old commercials that conjure up childhood memories.
In the end, you may think this whole discussion is trivial. You may think I'm going after XM unfairly and just nitpicking. But, let me disclose that I not only like XM - I'm a subscriber. But, one of my responsibilities as the Radio Guide is to assimilate the current state of Radio and its many facets, analyze it, and tell you what I think and why.
The bottom line: perception is the real reality and if some listeners think XM is not playing "commercial-free" music on the channels it promises to, then XM may have a credibility problem. That's my opinion and I welcome your comments at radio.guide@about.com.
