Buzz Knight
As VP of Program Development for Greater Media, Buzz Knight wears multiple hats and has a panoramic job scope. He is responsible for developing innovative content and formats, enhancing the company’s current formats, identifying new talent and developing Greater Media’s HD-2 programming. He also serves as an advisor for all Greater Media’s Rock-based stations and oversees local programming as OM for Boston’s WROR-FM and WBOS-FM as well as Philadelphia’s WMGK-FM and WMMR-FM.
e-QB presents excerpts from the September FMQBmagazine Cover Story with Buzz Knight, VP Program Development, Greater Media
On chief areas of concern on a weekly basis… Essentially it’s keeping the content exciting and fresh. I’m constantly looking for new ways to entertain, to increase the cume, to enhance the listening experience, while at the same time embracing today’s rapidly changing interactive technology. I focus on a brand management culture and try to be part of the checks and balances system so the brands stay on track.
On job scope specifics…Programming is my first love and that’s certainly where I spend the most time. My primary role is to serve the programming and brand aspects of the company. I’m certainly spending more time being a part of exploring new opportunities for us to embrace simply because the business is constantly changing especially in the interactive space and the programming and sales integration world.
On the ever-changing interactive areas…We, like a lot of companies in our business, admittedly have a long way to go in that space. As we look at other businesses, we feel like we still have a lot to learn. It’s changing quickly, almost by the minute, and it seems like such a critical path to our success in the future. We’re still learning, growing and challenging ourselves so we can emulate greatness.
On his experience with PPM in the Philly market…It’s going to make programmers and brands better because there can be more experimentation. There can be more cause and effect analysis because of the close proximity of getting answers in a metered world. It will ultimately provide better radio for the listening experience and to me that’s what’s most exciting about this revolution.
On the PPM effect on advertising… Event advertising is going to be more of a factor. Reaction to events in the sales world has been harder and harder. We’ve seen those examples on sports events, when the reaction time is so much tighter. It will definitely help create more sales opportunities. Sales people and buyers are going to have to go through a different process and this new process will continue to show the power of radio.
On working directly with Greater Media CEO Peter Smyth… We have a very close relationship. I knew Peter before my time at Greater Media and competed against him in Boston (when I was at WZLX) and had a pretty good idea of the type of person he was before working for him. After getting the chance to work closely with him, it’s so cool when reality hits perception. There are some instances where people work together and it’s not what they thought it was going to be and it becomes a difficult relationship. That’s not the case here. He’s exactly the person I thought he would be.
On Peter Smyth’s most influential qualities… The company culture from the beginning was something that was very appealing from the outside looking in. Peter’s optimism, passion and vision are tremendously inspiring to be around. His guidance and patience are equally admirable, as is his commitment to radio from his role as RAB chairman to board member of the NAB and his work on the oversight committee of the HD Alliance.
On how his associations with the NAB and HD Alliance make him a better radio executive…It gives me perspective on the challenges and opportunities that are impacting our company and our industry. It helps motivate me to really do something about it as opposed to sitting on the sidelines and complaining. That’s where I’ve seen Peter’s leadership once again help guide me. I realize that no one individual or no one company can get things done and make things happen. You need cooperative approaches to make an impact in our business. Here’s where the next generation of programmers and broadcasters have to think.
On how radio is faring against its biggest challenges this decade…At times we’ve been our own worst enemy where we’ve assumed an inferiority complex, whether it comes to technology visions or talent visions. As an industry we could’ve done a better job of embracing technology more readily rather than standing pat. Going forward, we have to shoot high and look at our shops critically so we can improve upon and find better practices.
On where the industry has fallen short…We truly are paying for a lot of sins of the past. Now here comes a bunch of new initiatives on top of each other and they have to carefully be sorted out. We need to determine which ones are the right moves and worth the investment and which ones are not. As an industry, I believe we need to reassess internally how we’re doing things and if we are properly staffed for the right priorities moving forward.
On HD Radio…Given the timing issue, what we have to be willing to do is analyze our current position and then move forward with sound strategy. The good news is all the companies are on board and willing to attack the HD initiative. The challenge is providing compelling content for our listeners and using that platform as a laboratory for the future of what could conceivably happen on main channels, or as a means of cultivating other areas of opportunities to improve our products.
On developing new air talent… As programmers, we have to understand that cultivating new air talent is critical to the future of our business. We have to be sensitive to how we are grooming new talent, a challenge for every company. Great talent adds great value to your brand. It is incumbent upon us to create talents that are great brands. We have to evolve with the times in our thinking of how to develop strong personalities. We as managers have to play significant roles in that process.
On getting fresh blood and new ideas into radio broadcast companies…We all need some fresh ideas and new minds to challenge us. We need to go back to the way we all began. At one point in time someone allowed us to attend a meeting when we didn’t have any right to be in that meeting, because we were the loud mouth kid who had some fresh ideas that went against the grain and made people slightly uncomfortable. But as new minds we challenged the process and ultimately made the process better.
** QB Content by Fred Deane **
