What is a Radio Program Director?

Have you ever complained about the play list from your local radio station? Ever been annoyed by a loudmouthed DJ or felt like, if only you were in charge, you could do things so much better? If so, you might want to consider a career as a radio station program director.

Everyone knows that radio stations have a certain repertoire of music they're allowed to play, and that the selection you'll hear varies depending on the time of day you tune in. But the truth is that there's a method to the madness, and behind all of the programming is a mastermind known as the program director.

Every radio station, whether it's low-key talk radio or a hardcore rap channel, has an image they want to project. Oftentimes, the decision of what that image should be is made by the parent company that owns the station, which in turn bases the decision on the tastes of the target demographic. But the radio station program director is the one in charge of ensuring that each part of the station's programming carries out the final goal.

Radio station program directors are responsible for fine-tuning the details of programming. They're responsible for setting up DJs, deciding who goes on the air at what times, and making changes to schedules and play lists that don't work. Their role is essential in making sure new music makes it into the rotation, and the position calls for careful attention to what the public wants. When you factor in the deals made between the station and record labels to ensure that certain songs get played a certain number of times a day, that's all in a day's work for a program director.

A key part of being a successful radio station program director is an ability to respond to the public. If everyone simultaneously turns their radios off when DJ Loudmouth comes on at 2 pm, then it's up to the program director to find out what DJ Loudmouth is saying that isn't so popular. Then it's time to hand the microphone over to someone else; whatever it takes to keep listeners tuned in. Program directors spend a lot of time studying the station's ratings and deciding what's working versus what's not. They're also involved in setting up promotional efforts, such as concerts and contests to help pull in listeners and shore up the stations' identity.

The amount of creative control a radio program director is given can vary greatly depending on the station. Making good decisions as a program director can lead to a fan following. Establishing yourself as an audience pleaser will gain you job security and a reputation as someone who knows what's going on. That in turn can lead to more freedom in musical choices and the ability to play what you like.

Keep in mind that if you decide to pursue a career as a radio station program director, your job won't be to force your own musical choices on others. Rather, you'll have to respond to what's popular and keep the ratings up, while maintaining a fresh and unique sound that differentiates your play list from the competition. That means, if DJ Loudmouth annoys the heck out of you but gets amazing ratings, you'll have to learn to put up with him. That's why it's a job. We'd all do it for free if it meant playing our favorites all the time, wouldn't we?

By Brenda Paro
You can read this and more about up and coming music artists, music business news and essays for music lovers in Music X-Press Magazine. Check us out online at www.musicx-pressmag.com or on myspace.com/musicxpressmag