In Part 1, we talked about all the weird and lame reasons why many stations still aren't streaming. I'll bet the majority of you who read this blog smugly read that post, comfortable in the knowledge that your station has been streaming for years.
Well, I'm here to tell you that many broadcast radio streams aren't ready for prime time. Recently, a programmer we worked with invited me to check out his station during a special feature his station was presenting. It was one of the worst streaming experiences I've ever had because the stream would run for a couple of minutes, and start buffering. Or I'd have to refresh and even sign back in. It was not a user-friendly experience, and I started thinking about all of the accessible, quality streams his station competes against.
Just like how good programmers "drive their signal" by jumping in a car and driving around the market looking for "picket fencing" and nulls, do the same with your own stream. You may be surprised by what you hear, and if that's the case, consider the consumer experience. Even if you love a station, you're not going to put up with a stream that comes and goes or is of rotten quality.
Streaming your station is now the equivalent of having a high school diploma. It's mandatory, but it's not going to get you anywhere. Having a quality player, an easy-to-access experience, and a quality, reliable stream are the necessary next steps in the process. Just test drive your own stream for a couple hours, and tell me I'm wrong.