Austrian music is in the local radio landscape is still far too little place. An attempt to explain.
added to cut down the leader is easy - and as such it can not make Ö3 naturally everybody. The station is in a dilemma: on the one hand, one of the "cultural mandate" on the nose held, on the other hand, says the nearly 50% of advertising revenue ORF that has to be a Cash Cow Ö3 and is flush with the highest possible range of money into the company. In this way we have to finance, not least twinned stations that come much closer to the cultural mandate (Ö1, FM4). A paradox.
The result is pure fear - and that is usually a bad adviser, as well as a background for 15 years consistently adjacent channel policy to deal with Ö music. Instead here content produced convincing the "USP" and thus to make his strength, "safe" ruled tactics with the droning 80's hits and consensus so that accompanying confusability.
that Austrian music the listener brings to switch, is this an absurd March of the mark "self-fulfilling prophecy: as long as they are in sheltered workshops with stamps such as" New Austrians "forcibly collected, you are doing them and prevent them from becoming even more good - evidence is provided sufficiently, and well meant, unfortunately, is sometimes quite the opposite of good. FM4 has about as a positive, very different matter of course developed. On
ultimate "no" Sager, the failure manifests itself in its own setting: "Our listeners want to hear not" - as can Austrians are so many new and placarded Soundcheck winners will be drumming. to try this bounded on all sides apparatus something new, daring discoveries, the John Peel to leave out - and thus to prevent an audience and to interest: quasi impossible (Eberhard Forcher is an exception confirming the rule). Even the responsible editors is from this perspective, hardly an accusation to make.
The best result would be to administer a dose ORF courage to let Ö3 be more wind and less tail. The editors could then prove that they are capable of very well ironed out between plastic and sustainably-relevant pop production distinguished. Perhaps life would actually be a hit.
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This article also appears in The Press on Sunday "from 29.11.2009
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