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Thankyou David and Lee for a great article! I couldn't agree more with your words!There are many examples of Sonic disconnects, but one that I find particularly grating and a huge potential tune-out factor is one of our DAB Stations “Tune in, chill out and relax – Buddha Hits.” This positioner is often preceded or followed by an ad break with hard sell high energy commercials! A total misfit for the format!
I am sure many listeners to Buddha have felt the same way about the terrible mood breaking ad-breaks – some will have tuned out – possibly never to return, thus marring what should have been an enjoyable music experience.
Back in the day of Easy Listening stations on AM radio, commercials were read with a soft delivery to blend in with the energy level of the stations format. This thinking needs to be applied to our DAB services, so that the station offers a total listening experience, then the listeners will stay, the client will benefit from a delivery that is listenable and everybody wins!
If the industry is serious about DAB and growing the audience, then this needs to be done!
Des DeCean