(SOCIAL) Lakamp Lays Out iHeartRadio Vision

3-8-12

(SOCIAL) Lakamp Lays Out iHeartRadioVision

With rumors swirling that Entercom is leaving the door open to joining Clear Channel?s iHeartRadio platform, just as Cumulus and Greater Media have done, I thought now might be a good time to explore a few things about this rising phenom.  For all the heat it takes within the industry, has Clear Channel, more than any other radio company, proactively sought out and found the path to radio?s future?  Far from being the ?end of radio,? is Clear Channel becoming the only means of its survival as the digital age looms over the transmitter age?  I pointed some questions at President of Clear Channel Digital, Brian Lakamp.

What was the vision for iHeartRadio?

To build the most compelling, fully-integrated radio service, with the best music, entertainment, information, sports and other content that we knew our listeners loved, and to make it available everywhere our listeners are.

Was it driven by Pandora and the desire for people to create their own custom radio stations?

No.  We have a longstanding relationship with consumers on air and they've let us know that they love artist and song inspired radio.  We wanted to combine the best of both worlds - streaming radio plus the ability to create custom stations - to deliver everything listeners want in one free, fully-integrated service.

Was it always part of the plan to bring other radio companies onto the platform?

It?s always been part of our plan to build on our product and provide a broadcast radio-friendly platform, and we're excited about the continued interest we are receiving.

What?s in it for these other radio companies?

Because we truly understand radio, and because we spend a lot of time listening to our listeners, we were able to make iHeartRadio both broadcast-friendly and partner focused.  In addition, we work hard to ensure iHeartRadio gives its partners confidence their stations and content are presented to listeners on the highest-quality platform, and managed with the broadcasters' best interests in mind.

Is there no feeling that iHeartRadio cannibalizes over-the-air stations?

No - in fact, just the opposite; digital extends the reach of our stations.  Clear Channel stations are more than broadcast towers and signals.  By adding a compelling digital product to the mix, we're able to offer our listeners even more ways to connect with the brands and music they love.  We're going to keep working to deliver the best possible product on every device and platform our listeners expect to find us.

Cool as Pandora is, monetizing it is an ongoing challenge.  What puts iHeartRadio in a better position?

The objective of iHeartRadio is to provide listeners with the best possible experience, and because Custom Stations are only a feature of iHeartRadio, and not the entire product as they are on Pandora, we've had the luxury of remaining commercial free since we launched Custom Stations in September, keeping our momentum going while figuring out the right way to integrate advertising.

Is iHeartRadio a Satellite Radio-killer?

We offer over 800 live stations and pair that with a fully-integrated custom radio offering.  Satellite can't do that.  And we're free.  Sounds more compelling to me.

Tell us how social helped iHeartRadio gain traction.

iHeartRadio?s innovative user Profile Pages and social media tools show users what music their friends are discovering and delivers a deeper, more meaningful listening experience.  Facebook has proven to be a powerful technology, partner and acquisition channel for iHeartRadio.  There's still an extensive opportunity to innovate in social, and we look forward to unlocking that.

Is this the bridge between radio?s past and radio?s all-Internet delivered future?

It's another means to connect our listeners with brands and music they love.  We want to be where our listeners are, with the products and service they expect.  So, not only are we the major player in broadcast, we're also the largest digital player for radio stations.  And don't forget - digital is still in its early stages.  Today it's still less than 5% of all radio listening.

For more articles from Mike Stiles about Social and Digital Media go HERE

Mike Stiles is a brand content specialist with the social marketing tech platform, Vitrue. Check out his monologue blog, The Stiles Files & follow him @mikestiles

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