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Hispanic Broadcasters Urged To Embrace The Future
Speaking during Wednesday (5/23) afternoon's Group Heads panel at the Radio Ink Hispanic Radio Conference, Clear Channel senior vice president for Hispanic Radio Alfredo Alonso warned broadcasters that they must embrace all methods of expanding their brands and reaching listeners if they hope to compete in an ever-changing radio landscape.
"Do not allow listeners to leave," he said during the panel, which closed out the conference. "We don't want them to leave our brand, so we are building out our online capacity."
Holding up his cell phone, Alonso continued, "Today, this is how we're entertained, so we are also extending this to mobile. If we don’t embrace this, we will be left behind. This is where we need to go. People want it when they want it - not just when they're in the car. We need to be generally accepting of the new tech available to us - podcasting, the Internet - because that will build our TSL. They'll stay with Instead of listening to something else."
Alonso said this acceptance of new ideas must also extend to Arbitron's Portable People Meter. "The PPM is the new wave of measuring radio," he said. "We can't be afraid of it; we have to accept it. We need to do a better job of taking our medium and embracing new technology, so that advertisers feel we are embracing the audience. If we don’t' embrace this new technology, we will be left behind."
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