Better to have 20 distinct monothemed radio stations than 20 “eclectic” stations that all sound the same

Well, what I mean is that I would not find it bad at all to have FM 87.9 focused on niche A, for example, playing only pagode; 88.1 only MPB; 88.3 only classic rock; 88.5 exclusively forró. Imagine going all the way to 107.9 and finding a station dedicated only to Italo dance. In other words, I would be one click away from living 20 different experiences, simply by following my mood.

I have no need at all to be loyal to any station. I can wake up and, from 7 a.m. to 9 a.m., listen to classic rock; from 9 a.m. to 11 a.m., listen to international ballads; from 11 a.m. to 1 p.m., only news; from 1 p.m. to 3 p.m., listen to the hit parade; from 3 p.m. to 6 p.m., listen to Brazilian rock from the 1980s. All of this would only be possible because the dial would have around 20 stations focused on excellence in programming music for their niche: specialist stations.

That way, I can simply follow my wishes and know exactly which station will serve me at that moment. It makes no sense for me to get irritated with Antena 1 because it does not play Brazilian music. What would be the point of complaining about Antena 1 if that is precisely its role? To listen to MPB, I just tune in to NovaBrasil. Done. I have found another niche FM station, focused and delivering exactly what my mood asks for at that instant.

With no need at all to feel that I am trapped with Antena 1, nor to want to annoy its listeners by trying to make it change its purpose. And look at this: two hours later I can leave NovaBrasil and go to another FM to listen only to brega songs. Perfect.

An eclectic dial is far more efficient than having all the FMs on the dial eclectic and unpredictable.

Now imagine the opposite situation: I tune to 87.9 FM and it randomly plays forró, pagode, pop, international ballads. I switch to 90.5 FM and it plays forró, pagode, pop, international ballads. I go to 104.3 FM and it is also playing forró, pagode, pop, international ballads. The result is an irritating and repetitive dial.

I love niche stations that are predictable to my ears. That way, I just follow my desires and tune in to exactly the one that serves me.

More direct notes:

1) “Radio as a shelf”

Each frequency is a clearly defined “product.”

The listener does not need to “test” the station.

They already know what they will find.

This reduces frustration and increases time spent listening.

Predictability + curation.

2) More economically efficient than it seems

Niche stations:

Have clearer brandingMake it easier to sell targeted advertisingCost less to position (less competition for “everyone”)

Generalist stations:

Try to please everyoneOften end up not building loyalty with anyoneBecome commodities on the dial

3) Modern consumption behavior

Today’s listener:

Is not loyal to brandsIs loyal to momentsSwitches styles throughout the day

Changing stations according to mood is exactly the same pattern seen with Spotify, YouTube Music, and on-demand playlists.

4) A historical addiction of Brazilian radio

In Brazil, a culture was created:

“A good radio station is one that plays a bit of everything” (MYTH! Pure MYTH)

This model emerged when:

There were few stationsFew media optionsLow competition

Today, this has become anachronistic.

5) Healthy for the dial

Fewer stations fighting for the same listenerLess playlist warfareMore identityMore real diversity

Paradoxically, fewer “eclectic” stations would generate a much more diverse dial.

Point of attention

In very small markets, there is not enough audience to sustain niches. This is essentially a metropolitan model.