Brand Manager? Content Director?

5 02 2011

So apparently I am no longer a Program Director.  The landscape of programming a radio station has changed…drastically.  While scheduling music logs and writing witty little sweepers is still part of our role today, it is just one of the many responsibilities of a PD.  The radio “Program Director” in 2011 is faced with the task of not only the “on-air brand” but the “online brand” and the “on demand” brand.  We have to continue to polish the sound of the on-air product by playing the best of the best songs, writing and producing creative imaging, and critiquing the airstaff.  At the same time, it is our responsibility to expand the brand of the radio station beyond the radio.  We also MUST be doing the social networking thing.  Facebook is to an air personality today what the request line was 20 years ago.  It is your lifeline to your P1 listener.  If you are a PD and your station does not have a Facebook page or if you are a jock without a page then I’m assuming you are still playing records.  Twitter is of course the other hot social site of the moment, but I think people and radio stations are still tapping into it and trying to get a good grip on ways to utilize it best.  So recent discussions have begun where I work to change the title of our Program Directors:  Brand Manager?  Content Manager or Director?  I mean, those titles do better describe the role of the PD today.  We’re expanding the overall brand of the station to all of these various forms of entertainment for the listener, finding as many new ways of delivering compelling content as possible.  I think I’m more in favor of Brand Manager because ultimately branding our product into the brains of our listeners is our daily goal.  To me, managing content sounds like something I could pay a part-timer to do.  What do you think?

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