Moody Broadcasting's
OPERATION NEXT
HD Changes Radio Landscape
Moody Radio Is Ready to Adapt
In the 1950s, when
television captured America's attention, many media experts predicted the
end of the radio industry—but radio continued on. In the late 1970s, when FM
became the popular style of radio, some critics declared AM radio
obsolete—but AM remains vital even today.
So as new formats like HD and Internet radio develop, Wayne Pederson knows better than to give up on tradition. Moody's Vice President of Broadcasting sees HD radio as an opportunity to build on a strong legacy of meaningful radio.
“Technology allows us to serve our listeners more effectively,” said Wayne. “The next generation of listeners is using radio differently, and we need to embrace this technology. It allows us to program to the niches.”
Content Is King
When Wayne discusses Operation Next, Moody Radio's
campaign to prepare for future ministry, the topic of technology does
not truly capture his passion. The bells and whistles of digital
broadcasting are developed by engineers and technicians—but Wayne's eyes
grow wide in anticipation of the opportunity to develop more quality
content.
“Our goal in all of this is to develop original, content-rich programming that focuses on biblical concepts, living Christianly, and meeting our listeners' informational needs,” Wayne listed. On the musical side, he added, “We want to provide music that focuses on the message.”
The word that Wayne repeatedly stresses is content. Local content. Biblical content. Personalized content. Providing that content requires additional people to develop more programming and digital equipment to deliver it. But unlike satellite radio, HD radio isn't subscription-based; and unlike commercial radio, more programming doesn't translate into more advertising revenue. Moody Radio's HD future will depend on listeners for support, which is why Operation Next is such a vital stage.
Ensuring the Future
Support comes in various forms. Gifts are important, but listener interest
is the critical component for the successful launch of this phase of
ministry.
“Operation Next isn't just about fundraising,” said Wayne. “It's about letting people know that Moody Radio isn't standing still.”
Indeed, the possibilities are rising rapidly as technology blows the ceiling off of the radio industry. The Internet enables broadcasters to provide endless streams of on-demand content. And the wireless phone boom may very soon enable cell-phone users to hear Moody Radio at the touch of a button.
A running theme for Operation Next is the hope for “More Moody Radio.” When we look past the technical jargon, all these new methods are really just a provision from God—more Moody Radio means more opportunity to change lives with the timeless message of Christ.
For more information about Operation Next, tune in to your local Moody Radio station during the month of October.
Or go to http://www.moremoodyradio.com
Why Moody Radio is fully donor supported
Reprinted from the October 2006 issue of TODAY IN THE WORD
Moody Bible Institute, Stewardship
Department,
820 N. LaSalle Boulevard, Chicago, IL 60610
All material is copyrighted by Moody Bible Institute and its contributors.
Published by Moody Bible
Institute.