Margot Smith

One of the first basic things you learn as a human being, let alone as PD, is "you can't please everyone." If you as PD have done your job properly, and translated the vision your bosses (and you) have for the station to your staff, then your staff knows the parameters in which they have to work, and what the market can accept. However, there will always be a listener who doesn't like the way something is said or presented, whether it's "shocking" or not. "Shock" is subjective. If a complaint is made, as PD, it is your responsibility to talk to that person, and see what it is he objects to. If it is indeed "over the top" then take action with your staff member. Edgy and adult is one thing. Crass, crude, and obvious is another. You can be edgy without being too "blue." If you can't, then you aren't air "talent."

What's a PD to do beyond making sure broadcasts don't travel over the bounds of decency without completely constricting jock creativity? Personally, I thought the Opie and Anthony stunt was hugely irresponsible with all involved – from management to the jocks. I'm not Catholic; however, I don't think doing something for the sake of shock value is good radio. And that's all that stunt was. There is a responsibility as a broadcaster to make sure your product is creative without being monumentally offensive, as they knew that stunt would be. The outcry was not worth the publicity.

- Margot Smith
Program Director
KXNA/Fayetteville


Bryan Schock

Using shock type programming to get listeners has proven to be successful, but the question here is: should it be sociologically accepted? What kind of reflection does this make on the youth of this nation? And what kind of young people are we bringing up if the centerpiece of this country is garbage? Parents are going so rapidly to keep up with the Jones' that they don't have enough time to watch their kids 24/7. When parents today were kids, there were 13 channels on TV, and non-violent video games, no Internet and none of the technological things we have now. As a society we need to be responsible and as broadcaster we need to draw the line at doing responsible radio that is sociological acceptable instead of just doing smut. The results of this are a product of what we have trained these listeners to accept and it is an incredible disappointment that this many people are saying they are okay with shock types of content. What have we trained these Rock radio listeners to accept? We can broadcast things that keep us in touch with our audience, but we don't have to be classless in doing it. Is every Rock radio station going to be this way? No. Can I understand why they do it? Certainly. But, we need to pay a lot more attention to what is going on the air. I'm actually shocked it took this long for people to start raising their hands and saying some of this is out of line.

- Bryan Schock
Program Director
91X/San Diego

For years we've been saying, "If you don't like it, switch the damn station!" Let the marketplace decide. If enough people in a market are offended by a show, it won't generate sufficient ratings and ultimately will fail. Give people some credit for being able to make their own decisions. It's not like we force people to listen. (Of course if we could force people to listen we would, but that's another story.) There are plenty of successful shows/stations that don't go anywhere near that proverbial line, let alone cross it. And so-called "shock humor" alone won't get it done. There has to be entertainment value. Think about how many lame Howard wannabes there used to be that failed because the "shock for shock's sake" got old in a hurry. In fact, can we please just lose this whole "shock jock" thing once and for all? Frankly, it's insulting.


Harvey Kojan

The FCC should stop this silliness, period. Stop trying to protect us. Who made so-called "dirty words" dirty? They're freakin' words, that's all. When I was growing up, I never heard a single "bad word" on the radio or TV, yet somehow I still learned them and it is the same deal for millions and millions of other Americans. Does knowing and using "colorful language" have a negative effect? C'mon, get real. Too much of America is still influenced by the remnants of Puritanism, or Victorianism, or some ism. Young people don't care. They say "fuck" without thinking twice. Why is it that so many of the songs over the past decade have so-called "expletives" in them? Are artists trying to "shock" us? Or is it simply the fact that these words have become more acceptable? I believe it's the latter, and I don't believe that's a bad thing.

Just because I disdain attempts at censorship doesn't mean I'm personally comfortable with everything you hear on the radio or see on TV. In fact, I'm embarrassed by a lot of the sexual innuendo on TV these days. Most sitcoms, especially those on Fox or the WB, are way over the top for me. Guess what? I don't watch them. That's how I vote.

- Harvey Kojan
Program Director
WNOR/Norfolk

I'm not terribly surprised by the Web poll results. It's like asking a person at McDonald’s if they like hamburgers. I program the two edgiest stations in Boise, Idaho, which is not a particularly edgy community. You can't even get EVERYONE to agree on the music played on one station. How can you possibly expect them to agree on the type of entertainment?


Jacent Jackson

While I'm sympathetic to the jobs of parents these days, I'm not programming to 6-year-olds. In the end, I'm responsible for what comes through the speakers for our audience and our advertisers, and all I can do is know my local market and my listeners and use best judgment for what is acceptable and what isn't. This is a "perception is reality" issue, I would drive myself crazy trying to read other peoples' minds. People have an expectation that we have fun, and yes, sometimes outrageous radio stations, and I'm going to deliver on those expectations.

Censorship rests with the individual on some level. But my experience is that there is no standard response to dealing with a listener who doesn't agree with what is airing on your station. Maybe they are a heavy user of the station and something pushed them over the edge. That is an easy enough situation to talk through. Maybe their kid was listening and they were appalled by that crazy, evil Eminem. Sorry, can't help you there. I really only worry if what I'm doing with the station is driving away the heaviest users. Those are my constituents.

- Jacent Jackson
Program Director
KQXR

Censorship, in realistic listening scenarios, does indeed rest with the individual. By and large people know what they're going to get on any given radio station. If they don't care for the content, they will seek out another choice... On their terms, not ours. It's the parents' responsibility to filter content, not ours. The only complaint we ever get in this area, and believe me, it's rare, is when a non-listener stumbles across our station with kids in the car and hears something objectionable.

- Pat Martin
Program Director
KRXQ

I will preface this comment by saying that I have the utmost respect and regard for Jacobs Media. They are smart guys who deserve to be heard and used by stations that need perspective and good, solid thinking. That being said, we should all remember the parameters of this study. The survey was done by Rock listeners, going to Rock Web sites. Not only are station Web site users P1s, they are Capitol P1s....users who are way too close to account for an accurate or average response. For a lot of different reasons, these results were not surprising and the study was a bit of a softball toss.

- Marty Bender
OM
WFBQ/Indianapolis

Radio is a part of your life and your community. It is not interactive for most people, but many people like to feel they are part of the family. We talk about sex all day, because that is part of our lives. We also talk about elections and music and movies and games and bars and stores and relationships. With all that said, I have an 11 year-old boy. My station (as does Boston Public on TV) gives my son the opportunity to ask questions about things he doesn't understand. Occasionally I tell him I will explain in a few years (like when he asks, "What does 69 mean?"). But, for the most part, we are able to deal with drugs and AIDS and sex and child abuse and rioting and government and all the things that are part of our every day lives. I don't want him getting the wrong info on the street (Can I get aids from kissing someone?) so I make sure he knows what's going on.

- Robin Lee
Program Director
WZZO/Allentown

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This article originally appeared in the November 15, 2002 issue of Friday Morning Quarterback. For more information about FMQB or to subscribe, visit www.fmqb.com.