Radio Stations June 13, 2009

Here in the Cayman Islands, there used to be a warm breeze, swaying palms and 2 radio stations to listen to. Annoyingly so, you had to listen to whatever Z99 decided back in the day and run with it.

Not anymore. There is a plethora of radio stations now, perhaps too much for a 45,000 population. With over saturation the listener is confused with what to listen to, but at least the choice is there. From Rock to Reggae – Soul to Soca. Pretty much the genre’s are covered. As an expat here in the Cayman Islands I have recently realised that there are a lot more stations out there for the times of day. For example, I dont want to rock my socks off at 8am in the morning traffic. I want a nice mix to mould my mood for the day. I like to listen to morning chat between co presenters and listen to their spin of news, views and entertainment whether I agree with them or not! That is what radio is all about.

The morning talk show on the Rooster is a fine example. With the lead up to the election, I found myself fuming to the empty promises that many of the politicians spoke of on the news talk segment it hosts every morning. Recently, the Cayman Islands Music Association was present on the station. That guy (who gave himself such a good nickname I cant remember it) was trying to intice me to call in. I am sure of it. I was fuming at his lack of foresight and his dominance of one track mindedness.

I digress. But this is what radio is all about. The problem here with radio is that they seem to think that they are doing you the favor. Radio stations should run on exposure. They should try to be involved in as much as possible and therefore can sell their advertising space and let the snowball continue. The promise to listeners and clients are the facts that we have a better listenership than the others. Simple.

CayRock came to the island and there was a buzz. This was a great station. The morning show was fun, they allowed call-ins, they wanted to push the bar a little and people would tune in for hours at a time. Knock on effect is the selling of advertising space! I know – weird. Now though, they seem to be selling the spaces to random advertisers, newer companies who arent in the know and a lot of the adverts seem to be stale and the same. For me, the listener, I cannot believe that there is ONE HOUR, YES ONE HOUR of live radio on CayRock every day. The other Disc Jockeys are all pre recorded from the day before! The morning show with the larger than life Ben Maxwell is all pre recorded as well! When was the last time you heard a call in to that show in the morning. Ah ha! You see… this is the only logical explanation why.

The competition I guess is Z99 and I find myself moving back over to the morning show over there. Relevant, LIVE, tongue in cheek – everything that I want in the morning. Judging by the call-ins, there is a mixed genre listening from the local school kids in the morning to the ex pat on the way to work. Whoever Jason Howard is and his new morning Co Host – Kudos to you and your bosses for allowing the leesh to be long enough.

Times are tough out there and I am sure DMS broadcasting with it’s 4 stations are stretched. But, when do you make the decision to pull the plug (sorry – bad pun) and run with 3. Soon I hope.