EDITORIAL – The Showtime of radio has arrived

The deal with Sirius, a major satellite company, has officially been sealed. Yesterday marked… The deal with Sirius, a major satellite company, has officially been sealed. Yesterday marked not only Howard Stern’s debut on satellite radio, but also a change in how we consume entertainment.

As was expected, we experienced it through humorous quirks, wit and what an ABC News story called Stern’s “natural progression of speech.” Sirius should have no doubts about the $500 million that they have invested in Stern, since his arrival has led to an increase in membership from 600,000 listeners to 3.3 million.

While it’s undeniable that satellite radio membership has now been on the to do list of some Americans, FM radio’s role in the life of today’s consumer comes into serious question. The fact is, people don’t really listen to the radio as much anymore. Considering the way we deal with music is now so radically different than it was 15 years ago, why should we?

People today are used to having their specific tastes catered to. Let’s face it: The next generation will be flabbergasted at the thought that once upon a time their parents were forced to listen to mediocre music – not bad enough to switch stations, but good enough to keep the listener sporadically singing along – without the option of choosing what would come next and the tragedy of enduring commercials.

We are used to having a greater variety of options, and satellite radio provides this for us. That’s where Stern fits in. While Stern isn’t for everybody, he has a following so devout people are willing to pay to make the switch – especially if it means that Stern has the freedom to produce his show the way he sees fit.

There was no in between on FM radio. You either hated or loved the man who is known best for the playmates and porn stars he interviews, even though most of his radio shows reflect his sentiments about politics and celebrities. Because he’s switching, that niche market he attracts can have unedited access to their favorite talk show host. The people who don’t want to listen to him have the option of not subscribing to the service because it is not free for all.

And while Howard was the last big draw to commercial radio, his move to satellite radio can be best compared to the advent of cable TV. Consumers can focus in on what they want to consume – for a price. With satellite as the delivering medium, Stern can target his audience properly.

Many have waited long and hard to hear Stern uncensored and uncut, and just as many have waited for him to disappear from free broadcast radio. Because of this deal, people who would rather not listen to Stern can avoid him and those who love him can pay for him. Let the Showtime of radio begin!