SlideShare a Scribd company logo
1 of 3
THE TORONTO RADIO MARKET:
BABY, WE WERE BORED TO
DEATH
by
GRANT GODDARD

www.grantgoddard.co.uk
August 2000
Why does Toronto have such insipid and boring radio? Our city is vibrant,
artistic, culturally diverse and entertaining, so why is none of that reflected in
our uninspired radio stations? Travelling in Europe and North America as a
radio consultant, I listen to a lot of radio and it is tragic to concede that my own
city has some of the most boring radio stations known to mankind.
Opportunities to change this sad state of radio in our city are everywhere, but
have too often been ignored. When Shaw Communications purchased
Energy 108 a couple of years ago, it could have reinvented the station as a
cultural focus for Toronto's young people. Instead, Shaw fired Energy's most
knowledgeable DJs, introduced Sarah McLachlan songs once an hour (in a
dance music format?), and changed the name to......... Energy 107.9. Wow!
How many minutes did it take the marketing department to devise a strategy
that unambitious?
Rogers Media's purchase of KISS 92 last year was a complete no-brainer.
Can you name any other city of similar size in North America that has had no
Top Forty radio station for a period of even a few months? And yet Toronto
suffered this malaise for several years. Even if Rogers had hired a heliumvoiced bimbo DJ to front a Top Forty format, it still could have captured a huge
audience hungry for what used to be called "pop music." And that is exactly
what they did. KISS' ratings are noteworthy not for the hordes of spotty grade
nine students who naturally gravitate towards Backstreet Boys soundalikes
and terrible Canadian techno. But the station's substantial audience over the
age of twenty is a sad reflection of the lack of any other remotely exciting
music station in Toronto. For those of us past our teen years, KISS 92 at least
makes you feel good to be alive, compared with other FM music stations that
treat listeners like senile geriatrics with one foot already in the grave.
One would hope that KISS 92's runaway success might encourage its
competitors to try and become a little more imaginative in their programs. The
signs so far are not particularly encouraging. EZ Rock 97 revamped its
daytime line-up last week to introduce even more soporific DJs and has
changed its slogan from "My Music At Work" to "Soft Rock Favourites."
Station owner Telemedia appointed a new Program Director drafted from its
Calgary operation to oversee these changes. Yes, Calgary - that hotbed of
radical, imaginative radio formats! EZ Rock looks certain to retain its
nickname of "Radio Slumberland" in our household.
Milestone Radio, scheduled to launch next year, has an incredible opportunity
to turn its black music format into an exciting, inclusive station that could
electrify the city. After all, black culture has never been so predominant, nor
so imitated, in mainstream music and arts. With imagination, Milestone could
be a very successful radio version of City TV. Whether its owners can grasp
that challenge, let alone succeed with it, depends upon the station's ability to
overcome three obstacles. Milestone's programming plans are the obvious
product of committee debate, with too many worthy (but commercially
disastrous) ideas generated by individuals who have particular axes to grind.
Its recent effort to recruit a Program Director in the US rings alarm bells that
Milestone is creating a cookie-cutter US-style urban music station that would
The Toronto Radio Market: Baby, We Were Bored To Death
©2000 Grant Goddard

page 2
reflect nothing of Toronto (listen to WBLK for days on end and you will learn
absolutely nothing about Buffalo, but everything about "strong songs"). And
lastly, the spectre of minority shareholder Standard Broadcasting might be
waiting quietly in the shadows for Milestone's ambitious plans to fail in the first
year, so that it can take control and resurrect the station as a smooth-jazz
format, fitting perfectly alongside its mind-numbing MIX 99.
As for Edge 102 and Q-107, their owners should have been bold enough to
extinguish these dinosaur formats years ago. There is so much exciting new
music in the world, but you will certainly never hear any of it played on these
two stations. The malaise is so bad that Toronto radio critic Marc Weisblott
felt obliged to apologise in a recent column (www.radiodigest.com) for
spending so much time listening to New York City radio via the internet. No
need to apologise, Marc. Our only ray of hope is that one fine morning, some
bold senior executive in Shaw/Corus, Standard, CHUM or Rogers might
suddenly understand that radio which is stimulating and challenging can also
be a commercial success. I would prescribe that executive a quick radio
listening visit to any major city in the world to understand the potential.
Otherwise, Toronto radio is condemned to be a mere revenue-generating
asset designed to send us all to permanent sleep with yet another Celine Dion
or Bryan Adams song.

[Submitted to 'Now!' magazine, Toronto, unpublished]

Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk

The Toronto Radio Market: Baby, We Were Bored To Death
©2000 Grant Goddard

page 3

More Related Content

More from Grant Goddard

'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...
'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...
'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...Grant Goddard
 
'The Route To Secure Local Radio's Digital Future' by Grant Goddard
'The Route To Secure Local Radio's Digital Future' by Grant Goddard'The Route To Secure Local Radio's Digital Future' by Grant Goddard
'The Route To Secure Local Radio's Digital Future' by Grant GoddardGrant Goddard
 
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant GoddardGrant Goddard
 
'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard
'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard
'DAB Digital Radio Switchover In The UK: Q&A' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q2 2008' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard
'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard
'United Kingdom Commercial Radio: Q4 2007' by Grant GoddardGrant Goddard
 
'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q1 2008' by Grant GoddardGrant Goddard
 
'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard
'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard
'Virgin Radio: New Owner, New Name, New Beginning' by Grant GoddardGrant Goddard
 
'Virgin Radio: A Pig In A Poke' by Grant Goddard
'Virgin Radio: A Pig In A Poke' by Grant Goddard'Virgin Radio: A Pig In A Poke' by Grant Goddard
'Virgin Radio: A Pig In A Poke' by Grant GoddardGrant Goddard
 
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...Grant Goddard
 
'United Kingdom Commercial Radio Consolidation' by Grant Goddard
'United Kingdom Commercial Radio Consolidation' by Grant Goddard'United Kingdom Commercial Radio Consolidation' by Grant Goddard
'United Kingdom Commercial Radio Consolidation' by Grant GoddardGrant Goddard
 
'The Second National Digital Radio Multiplex' by Grant Goddard
'The Second National Digital Radio Multiplex' by Grant Goddard'The Second National Digital Radio Multiplex' by Grant Goddard
'The Second National Digital Radio Multiplex' by Grant GoddardGrant Goddard
 
'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard
'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard
'The Future Of Digital Radio: Is It 'DAB'?' by Grant GoddardGrant Goddard
 
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant GoddardGrant Goddard
 
'Scottish Media Group: The Only Way Is Up?' by Grant Goddard
'Scottish Media Group: The Only Way Is Up?' by Grant Goddard'Scottish Media Group: The Only Way Is Up?' by Grant Goddard
'Scottish Media Group: The Only Way Is Up?' by Grant GoddardGrant Goddard
 
'Radio: Last.fm Is Not The Problem' by Grant Goddard
'Radio: Last.fm Is Not The Problem' by Grant Goddard'Radio: Last.fm Is Not The Problem' by Grant Goddard
'Radio: Last.fm Is Not The Problem' by Grant GoddardGrant Goddard
 

More from Grant Goddard (20)

'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...
'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...
'Complaint By 'Pirate FM' To Ofcom That The Broadcast Output Of 'Heart Cornwa...
 
'The Route To Secure Local Radio's Digital Future' by Grant Goddard
'The Route To Secure Local Radio's Digital Future' by Grant Goddard'The Route To Secure Local Radio's Digital Future' by Grant Goddard
'The Route To Secure Local Radio's Digital Future' by Grant Goddard
 
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard
'DAB Radio: UK Receiver Market Is Dead In The Water' by Grant Goddard
 
'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard
'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard
'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q4 2008' by Grant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q3 2009' by Grant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q2 2009' by Grant Goddard
 
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard
'United Kingdom Commercial Radio In Numbers: Q1 2009' by Grant Goddard
 
'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q2 2008' by Grant Goddard
 
'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard
'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard
'United Kingdom Commercial Radio: Q4 2007' by Grant Goddard
 
'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard
'United Kingdom Commercial Radio: Q1 2008' by Grant Goddard
 
'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard
'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard
'Virgin Radio: New Owner, New Name, New Beginning' by Grant Goddard
 
'Virgin Radio: A Pig In A Poke' by Grant Goddard
'Virgin Radio: A Pig In A Poke' by Grant Goddard'Virgin Radio: A Pig In A Poke' by Grant Goddard
'Virgin Radio: A Pig In A Poke' by Grant Goddard
 
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...
'UTV & Scottish Media Group Merger Could Revive Commercial Radio Sector' by G...
 
'United Kingdom Commercial Radio Consolidation' by Grant Goddard
'United Kingdom Commercial Radio Consolidation' by Grant Goddard'United Kingdom Commercial Radio Consolidation' by Grant Goddard
'United Kingdom Commercial Radio Consolidation' by Grant Goddard
 
'The Second National Digital Radio Multiplex' by Grant Goddard
'The Second National Digital Radio Multiplex' by Grant Goddard'The Second National Digital Radio Multiplex' by Grant Goddard
'The Second National Digital Radio Multiplex' by Grant Goddard
 
'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard
'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard
'The Future Of Digital Radio: Is It 'DAB'?' by Grant Goddard
 
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard
'The Digital One Radio Multiplex: Desperately Seeking Subsidy' by Grant Goddard
 
'Scottish Media Group: The Only Way Is Up?' by Grant Goddard
'Scottish Media Group: The Only Way Is Up?' by Grant Goddard'Scottish Media Group: The Only Way Is Up?' by Grant Goddard
'Scottish Media Group: The Only Way Is Up?' by Grant Goddard
 
'Radio: Last.fm Is Not The Problem' by Grant Goddard
'Radio: Last.fm Is Not The Problem' by Grant Goddard'Radio: Last.fm Is Not The Problem' by Grant Goddard
'Radio: Last.fm Is Not The Problem' by Grant Goddard
 

Recently uploaded

A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 

Recently uploaded (20)

A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 

'The Toronto Radio Market: Baby, We Were Bored To Death' by Grant Goddard

  • 1. THE TORONTO RADIO MARKET: BABY, WE WERE BORED TO DEATH by GRANT GODDARD www.grantgoddard.co.uk August 2000
  • 2. Why does Toronto have such insipid and boring radio? Our city is vibrant, artistic, culturally diverse and entertaining, so why is none of that reflected in our uninspired radio stations? Travelling in Europe and North America as a radio consultant, I listen to a lot of radio and it is tragic to concede that my own city has some of the most boring radio stations known to mankind. Opportunities to change this sad state of radio in our city are everywhere, but have too often been ignored. When Shaw Communications purchased Energy 108 a couple of years ago, it could have reinvented the station as a cultural focus for Toronto's young people. Instead, Shaw fired Energy's most knowledgeable DJs, introduced Sarah McLachlan songs once an hour (in a dance music format?), and changed the name to......... Energy 107.9. Wow! How many minutes did it take the marketing department to devise a strategy that unambitious? Rogers Media's purchase of KISS 92 last year was a complete no-brainer. Can you name any other city of similar size in North America that has had no Top Forty radio station for a period of even a few months? And yet Toronto suffered this malaise for several years. Even if Rogers had hired a heliumvoiced bimbo DJ to front a Top Forty format, it still could have captured a huge audience hungry for what used to be called "pop music." And that is exactly what they did. KISS' ratings are noteworthy not for the hordes of spotty grade nine students who naturally gravitate towards Backstreet Boys soundalikes and terrible Canadian techno. But the station's substantial audience over the age of twenty is a sad reflection of the lack of any other remotely exciting music station in Toronto. For those of us past our teen years, KISS 92 at least makes you feel good to be alive, compared with other FM music stations that treat listeners like senile geriatrics with one foot already in the grave. One would hope that KISS 92's runaway success might encourage its competitors to try and become a little more imaginative in their programs. The signs so far are not particularly encouraging. EZ Rock 97 revamped its daytime line-up last week to introduce even more soporific DJs and has changed its slogan from "My Music At Work" to "Soft Rock Favourites." Station owner Telemedia appointed a new Program Director drafted from its Calgary operation to oversee these changes. Yes, Calgary - that hotbed of radical, imaginative radio formats! EZ Rock looks certain to retain its nickname of "Radio Slumberland" in our household. Milestone Radio, scheduled to launch next year, has an incredible opportunity to turn its black music format into an exciting, inclusive station that could electrify the city. After all, black culture has never been so predominant, nor so imitated, in mainstream music and arts. With imagination, Milestone could be a very successful radio version of City TV. Whether its owners can grasp that challenge, let alone succeed with it, depends upon the station's ability to overcome three obstacles. Milestone's programming plans are the obvious product of committee debate, with too many worthy (but commercially disastrous) ideas generated by individuals who have particular axes to grind. Its recent effort to recruit a Program Director in the US rings alarm bells that Milestone is creating a cookie-cutter US-style urban music station that would The Toronto Radio Market: Baby, We Were Bored To Death ©2000 Grant Goddard page 2
  • 3. reflect nothing of Toronto (listen to WBLK for days on end and you will learn absolutely nothing about Buffalo, but everything about "strong songs"). And lastly, the spectre of minority shareholder Standard Broadcasting might be waiting quietly in the shadows for Milestone's ambitious plans to fail in the first year, so that it can take control and resurrect the station as a smooth-jazz format, fitting perfectly alongside its mind-numbing MIX 99. As for Edge 102 and Q-107, their owners should have been bold enough to extinguish these dinosaur formats years ago. There is so much exciting new music in the world, but you will certainly never hear any of it played on these two stations. The malaise is so bad that Toronto radio critic Marc Weisblott felt obliged to apologise in a recent column (www.radiodigest.com) for spending so much time listening to New York City radio via the internet. No need to apologise, Marc. Our only ray of hope is that one fine morning, some bold senior executive in Shaw/Corus, Standard, CHUM or Rogers might suddenly understand that radio which is stimulating and challenging can also be a commercial success. I would prescribe that executive a quick radio listening visit to any major city in the world to understand the potential. Otherwise, Toronto radio is condemned to be a mere revenue-generating asset designed to send us all to permanent sleep with yet another Celine Dion or Bryan Adams song. [Submitted to 'Now!' magazine, Toronto, unpublished] Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk The Toronto Radio Market: Baby, We Were Bored To Death ©2000 Grant Goddard page 3