New Look For Radio Pay-For-Play?

Last week radio giant Clear Channel Communications announced it would discontinue what many consider the pay-for-play system of choosing which music radio stations play. “But it’s likely that the Clear Channel decision won’t overturn the pay-for-play system so much as reconfigure it. Instead of funneling money through independent promoters to radio stations, record companies will now have to deal directly with Clear Channel programmers in seeking access to the airwaves. And, as in all things radio, money will talk. The radio giant said as much in a statement announcing the move, in which it promised a ‘new, restructured relationship with the recording industry . . . on specific group-wide contesting, promotions and marketing opportunities.’ Those words sent a shudder through many industry observers.”