The Value and Values of Classical Music Radio

Excerpts from SRG |PRPD Qualitave Research The Value and Values of Classical Music Radio About the Research

In 2002 the Staon Resource Group (SRG) and Public The study included 12 focus groups in 6 cies, with Radio Program Directors (PRPD), in partnership with each group comprising listeners who preferred a full- four public radio staons, examined the value and me classical staon. In four cies the classical values of classical music radio. The objecves were: staon was a project partner – KBAQ Phoenix, KPAC San Antonio, WNED Buffalo, and WQED Pisburgh. In • Explore how public radio's classical service can two cies the classical staon was a commercial strengthen its value to and connecon with staon – KDFC San Francisco and KING Seale, both listeners of which have since become public radio operaons. • Gain a beer understanding of the values and qualies current classical programming brings to George Bailey of Walrus Research conducted the those who like it best focus groups and prepared a report of findings: hp://www.srg.org/chart/classicalreport.pdf • Create a vocabulary that clearly arculates

those values and qualies While the media environment and radio audience The Corporaon for Public Broadcasng joined SRG, measurement have changed significantly since this PRPD, and the staons in supporng the project study, our findings about the personal, emoonal through funding for a larger SRG iniave, Charng connecons listeners have to classical music radio the Territory, of which this research was a part. remain relevant and powerful. The Value and Values of Classical Music Radio Key Findings

• The primary benefit provided by classical music • Most of our respondents use classical music to radio is stress relief. Respondents told us over escape from the problems of the world. and over that they use and value the classical Accordingly, they mostly avoid the NPR music format because “it is soothing.” newsmagazines. While NPR’s in-depth news • However, stress relief alone is not a sufficient aracts societally conscious listeners, it drives reason for classical listeners to use a music away most classical music listeners. staon. They told us that classical music is not • Listeners who use commercial classical staons only soothing but also intelligent, unlike music share the values of public radio classical heard on smooth jazz or so rock staons. listeners. They are the same kind of people. • The second major benefit provided by classical Classical listeners do not care whether their staons is clarity of mind. With a clear mind staon is licensed as commercial or public. They classical listeners can concentrate on a task and care that it is classical. However, they object to do beer work, whether on the computer, in announcements, promos, or pitch break that the studio or in the shop. “sounds like a commercial” and thus disrupts • Thirdly, classical music radio provides an escape their serenity. from contemporary culture, which target • Classical listeners use the staon for listeners perceive as decadent and ugly. The graficaon of their private, internal needs. Yet classical format serves as a refuge that through the staon they idenfy with a small preserves the beauty and majesty of a beer community of enlightened others. Having a me. classical staon in the market means that there is sll some hope for civilizaon. Use and Graficaon

Soothing Clear Aesthetic and Factoids Mind Experience Intelligent

Cope with Focus Connect Learn A stress and on task with Little chaos timeless beauty Two franchises

• News — connect the dots in a complex world so that listeners can work toward soluons in their lives and their communies

• Classical —provide beauty and peace that raises listeners’ spirits and offers a refuge in a stressful and difficult age Different expectaons

• Listeners choosing classical music on the radio come with different needs and expectaons than listeners choosing news • Classical and news listeners may share many values, but they are seeking different experiences from the two formats Different moods

Even the people who listen to both formats give different reasons for listening to each – Different moods they are in – Different sengs for their listening – Different benefits they receive The sensibilies of our listeners

• The relaonship to music programming is emoonal, inspiraonal, even spiritual • It is experienced on a very personal, individual level • It takes them out of their stressful lives and connects with something they find meless and enduring

The sensibilies of our listeners

• The power and impact of classical music radio is shared by a great range of people – from those who know a lot about it to those who said they know lile or nothing

• For all of them, we are – Above the fray – Different from most all their media experience – Of enduring quality and value Value to the community

• Having a classical staon makes a community more civilized • Losing a classical staon would mean personal disappointment and public embarrassment • The leap from significance to instuonality is a long one for a radio staon Value to the community

Classical radio staons are seen by their listeners as: • Cultural assets in their own right • Portals to culture in the community • Gateways to larger music and cultural instuons