Expanding Your Podcast's Reach with Radio
Expanding Your Podcast's Reach: The Impact of FCC's Local Programming Proposal
In this episode of The Circle Sessions, host Brett Johnson delves into the topic of FCC and podcasting, exploring the potential impact of a recent proposal by the Federal Communications Commission on radio stations, and how it could be a positive move for podcasters.
The episode provides valuable insights into the implications of this proposal, as well as the opportunities it presents for podcasters looking to expand their reach through collaboration with local radio stations.
Brett summarizes the FCC's proposal, detailing the perks it offers to broadcasters supporting locally produced content. He explains that radio and TV stations confirming their commitment to locally created programming during license renewals or transfers will receive faster processing. The proposal emphasizes the value of locally originated content in meeting community service obligations and promoting airway diversity.
Brett then highlights the potential for podcasters to provide programming to their local radio station to benefit from faster approval through the FCC for their license renewal.
He offers a compelling comparison of the differences between the two mediums, shedding light on how podcasters can leverage these distinctions to their advantage.
Brett explores the numerous advantages of getting a podcast featured on a radio station. He outlines the potential benefits, including reaching a wider audience, leveraging the popularity of radio stations, gaining access to superior sound quality and professional studio facilities, unlocking additional revenue streams through advertising partnerships, and collaborating with other radio personalities. He emphasizes the potential for podcasters to become local legends, engaging with their community and enhancing their exposure.
While being featured on the radio can enhance a podcast's perception and attract potential guests and advertisers, the quality of the content and the effectiveness of promotions remain pivotal factors for success. Brett provides practical advice and encourages podcasters to consider the potential of collaborating with radio stations, offering to engage in personalized discussions on how to refine their podcast for radio show adaptation.
Key Takeaways
1. The FCC is offering perks to broadcasters that support locally produced content, which could lead to faster processing for their license renewals or transfers. This can create an opportunity for podcasters to provide programming to local radio stations.
2. There is an opportunity for podcasters to get their podcasts on radio stations, which can help reach a whole new audience and grow their fan base.
3. Radio stations usually have state-of-the-art studios and skilled engineers, providing a chance for podcasters to enhance the sound quality of their content.
4. Partnering with radio stations can open up more opportunities for monetization through solid advertising partnerships and potential sponsors.
5. Teamwork and collaboration with radio personalities can create more exposure and fun opportunities for the podcast.
6. Being featured on the radio can enhance a podcast's reputation and make it a local legend, leading to more interaction, feedback, and potential live events.
7. While being on the radio can provide advantages, the quality of the content remains the most significant aspect for listeners and potential advertisers.
Memorable Moments
00:00 FCC proposal encourages local programming, maybe podcasters opportunity?
04:17 More ears, more fun
04:34 Ride the wave of popularity
04:57 Studio magic
05:08 Radio stations offer lucrative opportunities for podcasts.
06:20 Teamwork makes the dream work
"So If you read between the lines, there is an opportunity here for podcasters to provide programming to their local radio station if they choose to go in with this local, programming option to get faster approval, through the FCC for their license renewal."
— Brett Johnson [00:02:28 → 00:02:45]
Each week, one of The Circle of Experts talks about critical aspects of growing your podcast. We focus on marketing, social media, monetization, website design, and implementation of all of these to help you make the best podcast possible.
Have a question or an idea for one of our episodes? Send us an email at podcasts@circle270media.com.
The Circle of Experts are:
Yasmine Robles from Robles Designs
Tonnisha English-Amamoo of TJE Communications
Brett Johnson, My Podcast Guy, from Circle270Media Podcast Consultants
Music from #Uppbeat (free for Creators!):
https://uppbeat.io/t/vince-mcgill/lemon-slice
License code: 2NRNUIV5VG7FU3K5
Copyright 2024 Brett Johnson, My Podcast Guy™
Transcript
Welcome to The Circle Sessions featuring The Circle Of Experts. The Circle Of Experts are Yasmine Robles from Robles Designs, Tonnisha English-Amamoo of TJE Communications, and Don The Idea Guy. I'm Brett Johnson from Circle270Media Podcast Consultants. Each week, one of The Circle Of Experts joins me to talk about critical aspects of growing your podcast. We thought The focus on marketing, social media, monetization, and website design to help you implement all of these together. Well, this week, you got me solo, my podcast guy, Brett Johnson from Circle 270 Media Podcast Consultants. I saw a really interesting story from the FCC, a couple of weeks ago that I think, as podcasters, we need to to take notice of and to follow. And I'll you'll understand as I go through the story.
Brett Johnson [:And that's all we'll dive a little bit deeper into how we can take advantage of this. So in a close three two vote, the Federal Communications Commission gave the green light to a proposal offering perks to broadcasters supporting locally produced content. If this proposal gets the go ahead, radio and TV stations confirming their commitment to locally created programming during license renewals or transfers would get faster processing. The 3 Democratic commissioners gave the nod to the rule make the rule making proposal. If you wanna follow it, it is m b docket number 24 dash 14. They suggest that applications from stations providing locally originated content would be the 1st in line for review leading to quicker decisions. While the first amendment prevents the FCC from controlling broadcaster's programming choices, The proposal recommends using local origination as a reasonable gauge for prioritizing applications. The FCC acknowledges that valuable programming doesn't necessarily have to be locally originated, still The rulemaking argues that local programming is likely more attuned to local concerns.
Brett Johnson [:The FCC chair stressed that the proposal aims to encourage locally originated news and content, promoting airway diversity and ensuring stations meet their community service obligations. Now the proposal zeros in on applications facing delays, giving priority to those filed by stations with local programming. There's gonna be some room for feedback on the definition of local and originated programming with a tentative suggestion Of requiring at least 3 hours per week on average. So If you read between the lines, there is an opportunity here for podcasters to provide programming to their local radio station if they choose to go in with this local, programming option to get faster approval, through the FCC for their license renewal. So I think this takes, I think we should take a moment to really think about podcasting versus broadcasting. So so what's The distinction, you know, both are valuable, both are crucial, both serve excellent purposes, but they differ. Radio has limitations Unless a national program radio radio caters to a local audience with a set format, podcasts have no constraints. They reach a global audience, and content is at the discretion of you, the podcast host.
Brett Johnson [:Radio aims for mass appeal, featuring music, news, weather, sports, interviews, trivia, and music quizzes. It caters to a broad local audience with predictable content. It is familiar to listeners. Podcasts target niche Audiences, of course, think about it. You know who exactly who you're shooting for, who you're targeting with your podcast. Listeners select based, on the topic, and and they follow that specific podcast because of the of the topic. Both podcasts and radio are influential. You know, they they differ for the list of reasons yet both wield significant influence.
Brett Johnson [:I bring this up to think about the potential of getting your podcast on a radio station. So imagine The, you've got your podcast. You're wondering about the cool things that could happen if you took it to the radio station in your town. Well, there are a bunch of awesome reasons why that might just Be the game changer your show needs. Number 1, more ears, more fun. Think about it. Radio gets your podcast to people who might not usually go hunting for podcasts online. It's like tapping into a whole a whole new gang of listeners who wouldn't have found you otherwise.
Brett Johnson [:Suddenly, your content is reaching places you've never expected and your and your fan base is growing. Number 2, riding the wave of popularity. Radio stations are like the cool kids' table in high school. Remember that? They already have a bunch of friends, also known as listeners. When you team up with a radio station, you get to ride on their popularity wave. It's not just about getting more ears, It's about getting ears that trust and love the station, plus it adds a bit of street cred to your podcast. Number 3, studio magic. You ever dreamt of having top notch sound quality and a team of pros handling your podcast? Radio stations usually come with state of the art studios and skilled engineers.
Brett Johnson [:Your podcast gets an upgrade, and suddenly it sounds as professional as it gets. Quality matters and radio stations bring it. Number 4, more money, more fun. Podcasts can make money for sure, but radio opens up a whole new cash flow. Radio stations usually have solid advertising partnerships, and that means more opportunities to, you know, line your pockets with some cash. It's not just about sponsors, it's also about tapping into well oiled money machines that radio stations can be. Now with that programming, They probably won't pay you for it necessarily. They, as a local programming, they may look at it as they want to Carry this programming, as, oh, a a freebie, maybe, I you know, every Sessions different, it comes down to a cost effectiveness If, and and they may pay pay you, for the time, because it's cheaper to pay you than a staff member to create something because it takes them away from what some duties they have.
Brett Johnson [:So every station gonna be different, but it but it does offer the opportunity to get in front of some advertisers, some sponsors that you weren't Robles to get in front of before because of being with a radio station. And number 5, teamwork makes the dream work. Radio stations are pros at teaming up and making magic happen. Imagine collaborations, interviews, and joint episodes with other radio personalities. It's like a party where everyone brings their own vibe and your podcast gets a v I VIP pass to it. It's more exposure and and you know what? More fun. 6 hometown heroes. Radio stations are like the local hangout spot.
Brett Johnson [:Everyone knows them. Team up with a local station and suddenly you're part of the community. This means more interaction, feedback, and maybe even live events. Your podcast becomes a local legend, and who doesn't want that? You know, being featured on The radio might enhance your podcast, but it's not a guaranteed advantage. While the perception is positive, potential guests and advertisers may initially take your podcast more seriously. However, in the grand scheme of things, the distribution method is insignificant to the audience. What truly matters to listeners is the quality of the show the quality of the content you create. And if you're looking for advertisers, advertisers focus on the effectiveness of their promotions.
Brett Johnson [:You know, in a nutshell, while the digital world is cool for podcasts, the radio brings a whole new level of awesome if if it works to your favor. So why not give it a shot? And if you're thinking about giving it a shot, give my podcast Guy, me, Circle 270 Media Podcast Consultants, a ring. Go to my website Circle270media.com. Let's have a 1 on 1 talking about these potential, opportunities with radio stations of looking at what you have with your podcast right now, how can it be refined to be a radio show, and see if there's an opportunity there. See if we can, set this up ahead of time. There's no reason that it couldn't be done right now. Radio stations are looking for local programming, So why not take a look at your podcast? Could it be a radio show? Let's talk. Circle270media.com.
