It takes a big company like Microsoft to bring together some of the heaviest hitters in the radio biz. And it's all for a little device called a Zune. In case you've never heard of it, it's a media player like an iPod, with WiFi and an FM tuner. The really cool thing is that the FM tuner has RDS support. RDS is the technology that allows listeners to view text information about what they're hearing, usually song title and artist. One needs a specially equipped radio...like a Zune.
But, within the next week or so, a lot of stations are going to use RDS to send a code that will be recognized by a Zune. In addition to title and artist info, the listener will be able to download the song they're listening to via WiFi. Microsoft will charge for individual tracks or charge a monthly flat fee for unlimited downloads. The feature is called "Buy from FM."
You may be thinking that you heard about this months ago. With Apple right? Well, yes and no. The Apple thing is tied into HD Radio. The Microsoft thing will work with good old fashioned analog radio.
Microsoft commissioned a study which found that 61% of people find out about new music from the radio. With this new tech, radio will act as a sales showcase for music. In return, people will be driven to radio as Microsoft touts its cool new Zune feature. And, man, wouldn't it be great if they could stick a PPM in that thing, too?
I've had an iPod Touch for about 3 months now, and really love it. Before I got it, I really wanted a Zune from Microsoft. The idea of having built-in WiFi was pretty appealing to me, as was the built-in FM tuner with RDS support. To me, including a tuner with a media player creates so much more value. OK, yeah, this is coming from a radio guy. But, before I ever had my first radio job, I remember in the late '80s insisting that my Walkman be a model that had and AM/FM radio built in. Not only do you get the music that you've selected to bring with you, but you get the additional music and entertainment provided by radio.
But, I managed to earn a Touch from one of those "Free iPod!" sites. And even though I've never used a Zune, I imagine that that my Touch is a better device for me.
Still, though, I've continued to wonder if the grass were greener on the Zune side of the fence. This new partnership between one of the most influential companies in the world and the radio industry makes me wonder all the more.
There are a few things that ought to happen next. Radio needs to help Microsoft get Zunes into the hands of its listeners. Zunes only account for 3 or 4% of the MP3 market. The iPod has about 72%! Microsoft needs to start sending out some freebies for listeners to win and jocks to own (...ahem...).
Then how about radio doing some features or specialty programming that would tie in with this? A new music showcase, or deep-cuts from the archives. A periodic "New Song of the Week" or "Deep Cut of the Day" could be tied into a contest where listeners keep track of the songs, qualifying them to win a Zune and some download credits.
All in all, this is a very cool bit of tech that I hope will move beyond the fairly small Zune user base.
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