Unleasing the Power of the Internet

Each of the individual channels now has greatly improved presences on the WorldSpace website. Generally speaking the sites are visually appealing and do a good job of conveying the brand essences of each of the channels. I think everyone has realized the importance of this initiative, of how valuable the platform is to us and the vital role it plays in extending your channel's brand and in ultimately providing satisfaction to your community of listeners. As we all know, the website is not "extra" - providing web-based content meets the expectations of your listeners. And thanks again to Weimer who took this initiative on his back and led the way.

With all that said, it's now time to take it to the next level.

The simple fact is that it's not good enough to simply have a cool looking website that is never or infrequently updated. Or even if it is updated, it's updated with content that is not very appealing or exciting.

Now it's about making your website as compelling, informative, creative and cool as your radio station.

Why will people come back to your site if it's anything short of that?

Think about what you're trying to do with your website. Basically you're trying to reach the same community of people you currently aiming to reach with your radio station but with different types of content. Therefore the goal remains the same - regardless of platform, you're striving to create content that these people will find attractive and engaging - therefore satisfying them.

It's about applying the same strategic planning and thinking about serving your community of listeners through web content as you do through your radio station.

Think about the kinds of web based content that would satisfy your community. What kinds of things do they want?

Well, Blogs for starters.

But warning, warning: Blogs that simply cut and paste material from other sources isn't gonna cut it.

Original content is going to make us win.

You are the authority in your format/community. You are the ones who are plugged in and know all the information about the songs, artists and lifestyle. They want to hear from you - what's your take? What's your opinion? Anyone can cut-and-paste, but you're providing your community with something that they can't get anywhere else - your expertise, your creativity and your unique style. It's the same thing you bring to the air. Now you have to focus on bringing that to the web.

It's not only because it's what's expected and demanded by listeners - it's more important and urgent than that.

It's a way for this department and this company to succeed.