One of the most talked-about technological developments on the Internet these days is the new service offered by lala.com which allows regular folks to become Jim Ladd, playing whatever they want on the radio. OK, not exactly.
But lala has created a system where web users can morph into DJs, creating their own playlists, and then streaming them online. Listeners can build their playlists from a library consisting of a half million songs. They can also take requests, track listeners, and will soon be able to record intros and breaks.
So, if this technology is moving quickly to the Internet, wouldn't it make sense for broadcasters to use HD2 stations similarly, providing their local listeners with the chance to build and present their playlists, similar to the "Perfect 10" concept that Jacobs Media's Keith Cunningham created a few months ago? HD Radios will sell when consumers are engaged by our programming. If we allow them to participate in the process, they will feel a stronger sense of commitment and investment in this new medium.
Otherwise, these fledgling DJs will be off to Internet sites that are more welcoming and user-friendly.