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Chapter 11: Consultants and Syndication
Overview
Topics for this chapter include: consultant services, consultant qualifications, consultants—pros
and cons, program suppliers, syndicator services, hardware requirements, and syndicator fidelity.
Student Objectives
Upon completing the study of this chapter, the student will have acquired the following
competencies concerning:
xThe role that consultants play in programming;
Discussion Topic
If your station is failing badly in the ratings scramble within your market and your sales are
falling, would you spend your last few dollars on a consultant or use the money to make some
staff changes? Explain your reasons for the course of action you choose.
Class Activities
xAssemble a composite audio sample of typical programming problems a consultant
would seek to remedy. Have the students identify each problem as the tape is played.
Assignment
Have the students monitor a station for two or three days, listening to all dayparts of the station’s
programming (this is especially good if there is a campus station to be monitored). Have them
write a critique and remind them that they should offer corrective measures for each problem
they highlight.
QUIZ: Chapter 11: Consultants and Syndicators
1. What effect has radio consolidation had on consultants?
__ a. It has increased their business
__ b. It has had little or no effect
__ c. Consultants are now working directly for the corporations
__ d. The ¿eld of radio consultancy has shrunk substantially
2. What kind of services do radio consultants currently provide to radio stations?
__ a. Setting up MIS computer systems for billing and collections
__ b. Improve or strengthen their standings in the ratings survey
__ c. Making technical improvements in broadcast equipment
__ d. Developing marketing strategies for the sales department
3. Ideally, a consultant would have a successful background in what area of broadcasting?
__ a. Programming
__ b. Technology
__ c. Music
__ d. Management
4. What is the major objection to using consultants?
__ a. They charge too much
__ b. They overemphasize the importance of sports
__ c. They interfere with co-op advertising
__ d. TKHFRQFHUQWKDWORFDOÀDYRULVORVW
5. Investments by stations in research have:
__ a. Increased significantly
__ b. Stayed the same
__ c. Been eliminated
__ d. Fallen off markedly
6. Statistically, stations using programming consultants more often than not:
__a. Experience improved ratings
__b. Experience lower ratings
__c. See no significant change in ratings
__d. Stop using ratings altogether
7. The widespread use of automation equipment commencing in the 1960s sparked
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__ a. Syndicated programming
__ b. Satellite transmissions
__ c. Internet webcasting
__d. Podcasting
8. Syndicated programs are generally cost effective, of high quality, and reliable, thus
allowing smaller stations:
__a. To reach a broader audience
__b. To achieve a metro station sound
__c. To present more news and public affairs
__d. To achieve a broader range of formats
9. Program syndicators provide a variety of test-marketed, satellite- and Internet-delivered
radio formats, including:
__a. Music
__b. Format elements such as breaks and promos
__c. Customized IDs
__d. All of the above
10. What is the difference between a network and a syndicator?
__ a. The type of format
__ b. Whether the participating stations are owned by a corporation
__ c. The type of technology involved
__ d. None—they are one and the same
ANSWER SHEET
Chapter 11: Essay Questions
1. What effect has radio consolidation had on consultants?
2. What kind of services do radio consultants currently provide to radio stations?
3. Ideally, a consultant would have a successful background in what area of broadcasting?
4. What is the major objection to using consultants?
5. Have investments by stations in research increased or decreased? Why?
6. Statistically, stations using programming consultants more often than not showed larger
or smaller audience ratings?
7. The widespread use of automation equipment commencing in the 1960s sparked
VLJQL¿FDQWJURZWKLQZKDW¿HOGRISURJUDPPLQJ"
8. Syndicated programs are generally cost effective, of high quality, and reliable, thus al-
lowing smaller stations to achieve what?
9. Program syndicators provide a variety of test-marketed, satellite- and Internet-delivered
radio formats, including what format elements?
10. What is the difference between a network and a syndicator?
Chapter: 11 Essay Question Answers
1. What effect has radio consolidation had on consultants?
Today, the field of radio consultancy has shrunk substantially due to the corporati-
zation of the radio industry, and the number of consultants has dwindled to half.
2. What kind of services do radio consultants currently provide to radio stations?
Stations hire program consultants to improve or strengthen their standings in the
ratings surveys. An outside consultant may share general program decisions with
3. Ideally, a consultant would have a successful background in what area of broadcasting?
Ideally a consultant should have a successful background in programming, with ex-
4. What is the major objection to using consultants?
Broadcasters who do not use consultants argue that local flavor is lost when an out-
sider comes into a market to direct a station’s programming. With a consultant, a
5. Have investments by stations in research increased or decreased? Why?
Investments by stations in research have fallen off markedly. Dave Scott, former
president of Century 21 Programming (now TM Studios), Dallas, Texas, adds that a
6. Statistically, stations using programming consultants more often than not showed larger
or smaller audience ratings?
Statistically, those stations that use programming consultants more often than not
experience improved ratings. In case after case, consultants have taken their client
7. The widespread use of automation equipment commencing in the 1960s sparked
VLJQL¿FDQWJURZWKLQZKDW¿HOGRISURJUDPPLQJ"
The widespread use of automation equipment commencing in the 1960s sparked
significant growth in the field of programming syndication. Initially, the installation
8. Syndicated programs are generally cost effective, of high quality, and reliable, thus al-
lowing smaller stations to achieve what?
Syndicated programs are generally cost effective, of high quality, and reliable, thus
9. Program syndicators provide a variety of test-marketed, satellite- and Internet-delivered
radio formats, including what format elements?
Also playing a prominent role in the program-syndication marketplace are the pro-
10. What is the difference between a network and a syndicator?
Phil Barry explains, "There’s no practical difference between the two, at least not
as far as the public is concerned. The 'network' designation stems from the old,
what we used to call 'wired' networks like ABC, CBS (full-service offerings, etc.) of
