‘Video killed the radio star’

One of the big hits in 1979 was the song “Video killed the Radio star” by the Buggles and later improved on by stars like Robbie Williams. The song was certainly pleasant to hear but also prophetic as it predicted a time in the future where video would kill the radio star or take over radio in terms of popularity. In the final stanza, the song is about a musician and a washed up radio star meeting in an abandoned studio, talking about their pain and their loss to technology.

Today, 34 years later, that future has become reality even in the Philippines, in more ways than one. The video they talked about then is now MTV and related music videos. Free TV and cable TV has given radio a run for its money and has taken away a lot of business.

In the ’60s and ’70s each major station had a stable of star Disc Jockeys or DJs who had a strong and loyal following who believed in them and for some, even adored them. Anchors and DJs then were on a higher pedestal compared to today. They were real personalities as well as celebrities. Today, there are mostly transient, button pushing talkers trying very hard to be funny and “Masa” at the same time. Departing from a standard of excellence and professionalism, the industry has embarked on a journey towards commercialism, inane comedy and absolute lack of professionalism.

But the greatest loss would be how AM radio has lost its position of eminence and relevance. In the early years of AM Radio, people relied upon them for news, for information, for hope and as a uniting force in the face of trials and tragedy. People believed the voices, trusted them and relied on them. They were the symbols of truth, integrity, service and professionalism. But today contrary to what many of us believe, radio is no longer the preferred, or the go to source of news and information, especially for the middle and upper class as well the decision makers and authorities. If anything, radio is now fifth in relation to TV, Internet, social media, and newspapers.

In several informal surveys I’ve conducted during my communications training programs, students or participants have consistently placed radio as their last choice as news source. Very recently my class at the Development Academy of the Philippines that was composed of middle and top management from government unanimously indicated that radio was not their first choice and if ever they listened to AM news and current affairs, it was more out of necessity rather than want.

Further complicating this development, the profile of today’s market is radically changing with every passing year as the audience or “market” consistently grows younger, more technology savvy and biased towards a regional or global village.  Their preferences might lead you to think that “Video killed the Radio Star” but it didn’t. AM Radio has actually been slowly killing itself through programing and behavior equivalent to daily episodes of professional “hara kiri.”

Compared to a time when radio announcers lived up to a standard of excellence, radio today as told to me by one of the country’s most well- known broadcaster: “Radio today is a circus and I’m the biggest clown in it.”

Instead of simply reading the news or making on the spot reports, it is now common place for newscasters to inject humor, opinion and theatrical sound effects on what is supposed to be straight news reporting. As far back as I can remember doing so is a mortal sin, a violation of the objectivity and serious treatment of the news. Reporters today are even allowed to inject personal style or gimmick in their introductions, all intended to establish or boost their identity for public recognition and popularity. From being professional and impersonal, the current disposition has become “all about me.”

From a time when the voice and the announcer exemplified professionalism, today’s anchors have become the epitome of salesmen on the airwaves selling their “premiums” and their “talent” as product endorsers with no concern for how all this has slowly chipped away at their image and credibility. To make matters worse many have evidently taken sides in the political landscape, openly supported candidates and politicians, even certain businesses as well as publicly promoting religious or social affiliations, recklessly assuming that the public does not know any better or would simply go along with the ride.

To make matters worse, many anchors have lost their objectivity, balance and sense of fairness towards respondents, both from public and private sector. If there is cyber bullying today, radio bullies have been at it for even longer. What used to be all about getting to the truth is now perceived as bullying and announcers making themselves look fearless and unforgiving. But what many fail to appreciate is that government sources are information sources, private sector representatives are potential links to advertisers and partners and bullying them is bad for business and the audience.

Unfortunately, all that amounts to making one’s world smaller by the day and at a time when rules of engagements are being redefined and clarified, it does not take long before the salesmen, “tough guys” and “siga siga” eventually run out of people to beat up on air and run out of listeners willing to put up with their bullying or crass commercialism on air. And that is where we now find ourselves: listeners quietly drifting away to other mediums and an industry becoming so deaf and blind to its own demise.

Unfortunately the industry no longer has any watchdog or gatekeepers who can be counted on and expected to call out a foul unlike the days of old. As a self- regulating body it is nearly impossible for the KBP to censure their own or their colleagues because the sin of one is often times the sin of all. Perhaps it is time to legislate professionalism, integrity and if possible even good taste in radio before we completely turn off the last of the sensible listeners.

Something has to be done before AM Radio becomes a threat to others but especially to itself.

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