KCRW = Future Radio

Since the beginning of the semester, I have become increasingly aware of the problems terrestrial radio is encountering. As a Virginia native, I only regularly listened to country music stations on terrestrial radio. Even then, in college I listened less than in high school. Once KZLA (Los Angeles' lone country station) went kaput, I stopped really listening altogether.

That was until I became hooked on KCRW. Los Angeles' branch of National Public Radio, KCRW is a community service by Santa Monica College and funded entirely by listeners. Short of end of the hour plugs by individual DJs, advertisements are few and far between. It offers by far the most interesting array of programming I have come across on FM radio.

During the oral presentation project in one of my music industry courses at USC, one student had the idea to revitalize terrestrial radio by offering listeners "themed hours" with unique DJs and programming. For example, an hour devoted to soundtracks or kids' music or punk-rock innovators. The response among class members (18-22) was exceedingly positive.

While this is a great idea, KCRW has long put this into use. The station is an eclectic mix of indie music, local music, global music, world and local news, talk radio and entertainment programming presented in 1, 2, or 3 hour blocks throughout the day. Shows like Morning Edition and Morning Becomes Eclectic have made the radio station quite popular, garnering an average of 500,000 listeners.

Perhaps the most noteworthy mention about KCRW is its ability to showcase local and undiscovered talent globally. DJs like Nic Harcourt offer indie musicians a chance to submit their material unsolicited -- and, unlike most unsolicited submissions, Harcourt actually listens and plays the best on the radio. Artists like Dido, Coldplay, Beck and Norah Jones can all credit KCRW's Sounds Eclectic with giving them unparalleled exposure.

Typically the morning block of music is aimed towards a working, middle-aged audience with more adult contemporary and world music stylings. However, evening shows such as Brave New World, Metropolis and Nocturna offer a wide variety of alternative rock, house, dance and other progressive music stylings geared towards a younger generation. It is a great way for listeners to discover new music recommended by DJs who care and are knowledgeable about their specific genres. Just by visiting the website, one can browse the enormous list of various programming options and listen to podcasts of entire shows.

Music and news are not the only programming offered on the station, though. The station also offers shows like Good Food, Le Show (hosted by the voice of Homer Simpson, Harry Shearer), Car Talk (with Click and Clack) and This American Life. Each show is completely different. They each offer a mix of talk, contemporary issues, and artistry, providing the listener with a new, compelling, entertaining listening experience.

And the numbers reflect why KCRW has the ability to provide innovative content. Nearly 50% of their budget is devoted to programming content. Intriguingly, the station reports a growth in revenue. Los Angeles Business Journal also reported that KCRW ranks number one among Los Angeles Public Radio Stations.

Imagine that! Innovative programming leads to growth in revenue and a #1 rating. Terrestrial radio consolidators should take note. KCRW is a favorite of mine and many other Los Angelenos'. Judging by the response among kids in my classes, this is what the future generation wants. If consolidators want to get their listeners back, they should follow in the footsteps of KCRW.