The quarterly Rajar figures came out this week. Yet more records beaten at the BBC; yet more muted success at best (and disasters at worst) at the Independents. I don’t know of anywhere else where the state sector trashes the private sector quite so emphatically, do you?
But…. it really doesn’t have to be this way. And I’d really like to see the Indies give the BBC a serious run for their money; we’d all benefit. It’s by no means a fair fight, but I really think the Indies have it all to play for – with just a few teeny hurdles to overcome.
Let’s break it down… What has the BBC got that the Indies haven’t? Well… quite a lot, actually. Big name talents, backed by splendid production teams. Fat production budgets, even in these straightened times (and if you think they are generous now, you should have seen them back in the day). Great strategic thinking most of the time. Sensational cross-platform promotion. One hell of a brand. Way fewer format restrictions. Cradle to grave programming offers. Generous advertising budgets (at the movies this month, Radio 1 was in HEAVY rotation). I could go on.
And what have the Indies got that the Beeb hasn’t? BBC readers can stop sniggering; this is a serious question. The answers are diffuse; they vary from group to group and town to town. But even with no money and a looming recession, there is quite a lot to play for and exploit, in a good way. Here goes:
Localness: this is a terrific USP. If you have hot local bands, get them on the air before Radio 1 does. I’ve posted on this, here, here and here. It’s not the be all and end all, but it can really help.
Fresh talent: the indies are where many of us started out. There’s a stream of people at the start of their careers who will run through brick walls to do great things if they are allowed. How about cutting them loose on some off-peak shows?
Great Ideas come for free, you know. You just got to have them. And maybe some guts and imagination and humility.
Realise that you can do it better. Or, do what you are uniquely equipped to do, better than what opposition. Go looking for something, anything, that engages your audience. They’ll thank you for it.
Speed and agility. Indie output is local – well some of it still is – so the Indies can mix it up at speed. That’s a huge asset. You don’t need a committee in Broadcasting House. Just a green light from the PD.
I could go on, but I want to keep this short and to the point. Anyone care to add to the list?