The YouTube phenomenon is amazing.  Consider they didn't even exist one year ago.  And now it's the largest video sharing site on the Internet.

More and more, radio stations and morning shows are effectively using videos as great, viral content.  In fact, stations like WRIF have integrated YouTube in their Web site.  (For details on how to do this, Jacobs Media clients should contact Tim Davis.)

But besides posting fan videos or simply other viral videos, how can personalities come up with videos of their own that can be shared all over the Internet?

Matt McAllister may have found an answer.  He's the morning guy at KTYD in Santa Barbara, and as of this writing, his T-shirt video is at the top of the YouTube heap with well over 400,000 views.

It can be done.  Clearly, video creation can take on a life of its own, and now with the power of YouTube, and similar video sharing sites, your creative personalities (and your creative listeners) can become Internet stars.  Not a bad way to build cume.

We've gotten great reviews on our two CGM panels at Summit 11.  First, the "real life" radio examples, as presented by Bill Weston, Jennifer Williams, and Ryan Patrick.  And then the view from 35,000 feet from guru Ben McConnell, who provided some great context and graphic examples of CGM at work.

And then there's this:

If there's any doubt in anyone's mind that CGM is more than just a fad, think again.  This is an exciting time for radio, as listeners are truly participating in our programming/marketing and our brands. As Dave Beasing continues to remind us, plan your CGM activities soon, or face the reality that the station across the street most certainly will.

Another strong convention day as Summit 11 wrapped up here in Dallas.  Baseball historian and management guru Jeff Angus walked us down the basepath where sports and business cross.

And Ben McConnell continued our discussion on CGM with a great review of what's happening globally with the democratization of the Internet, and media in general.  From the simple participation of "American Idol" to the collaboration of bloggers and the folks who produced "Snakes On A Plane," Ben underscored the importance of giving listeners an opportunity to shape content on their favorite stations.

And he reminded us of something fundamental:  of all media, radio has been participating in "Consumer Generated Content" - long before it was cool.  We've always had an important connection to CGM at music radio stations in the form of requests - the simplest and most direct way for listeners to guide content and hear their favorite music.  And the fact that we've continually tracked that information reinforces the value that we've always placed on listener feedback. It's a great reminder as we move forward down the CGM path.

Thanks to everyone involved with the Summit, and plan on being back for #12 in 2007.

We had a great opening day at Jacobs Media's Summit 11.  Here's a taste of today's well-attended sessions...

David Rehr, the new CEO of the NAB kicked off the day with "The Future of Radio" - and as hyped, it was a very cool look at the new guy and what he brings to broadcasting.  David was forthright, direct, and energized about the issues radio faces, and what it's going to take to reinvent the business.  In short, he was about "going on the offensive" in order to combat misperceptions about radio.  You can read Mike Boyle's piece in the online edition of Radio & Records.

Dave Beasing ran a great session on CGM (Consumer Generated Marketing), featuring WCSX's Jennifer Williams, WMMR's Bill Weston, and KAZR's Ryan Patrick.  I've seen hundreds of panels where radio people get up and talk about things their station has done.  Most of the time, these "show and tell" sessions fail to move the needle.  But all three panelists showed promotions that blew people away.  There was a ton of note taking during this session.

Gordon Borrell focused on "The Future of Online Revenue."  With cold, hard data, he told the room that radio is simply missing the boat on online revenue, and that there is money out there - if radio intelligently and strategically goes after it.  He was especially insistent on the need for dedicated online sellers, and had the data to back it up.  This was another of those sessions were attendees were writing fast.

And the day ended on a highly stimulating note as Jason Calacanis took on "The Future of Media."  This was a hard-hitting, honest presentation that had the room riveted.  Jason - a veteran of Jacobs Media Summits - strongly suggested that radio reinvent and redefine itself with the sales teams, reach, and production expertise it has built over the years.  He noted that after speaking at a podcasting convention recently, those were all elements that are missing from that online model.

Calacanis pointed to radio's own listeners as a valuable resource when he noted, "The audience is your farm league."  And while he contends that Steve Jobs wants to destroy radio - hence the lack of radio tuners in iPods - the fact that these devices have proliferated opens up some huge opportunities for radio.  In response to the question of what, specifically, radio should do, he offered up the following steps:

1. Use salespeople to think creatively and get sponsorship dollars that are web content-related. Specifically, find out what clients want in podcasting and web programming, and give it to them.

2. Give everyone in the station an iPod, let them play with them, listen to them, and download content.  From there, develop strategies for the development of podcasts that can be sold and marketed.

3. Go back to the DJs and programming people to find out what great ideas they've had over the years that can now be considered for niche web/podcasting programs.  Because radio has had to think totally mass appeal over the past several decades, some great ideas have gone by the wayside.  With podcasting, they can be dusted off, produced and developed.

4. Be authentic.  This is why blogs have become so powerful, and why sites like MySpace have become mass appeal.  As Jason says, "authenticity is the future of media."

As noted, it was a strong day, with high-content panels that flowed remarkably well from one to another.  We're looking for a great day tomorrow, as we continue "Summit 11 - 24 Hours to the Future."

Sunday's New York Times affirmed the trend that has been developing in media in general and of course, terrestrial radio, for a few years now.  In "The New Tastemakers," columnist Jeff Leeds describes the new world of radio that has been paved in large part by NeoRadio philosophy.

As MTV's Courtney Holt notes, "The tools for programming are in the hands of consumers."  Exactly.

The article also acknowledges Keith Cunningham's "Perfect 10" concept, introduced back in June to Jacobs Media clients, that station after station has successfully adopted.  There's also positive mentions for "shuffle" style programming, a concept that was put on the map by Q101 more than a year ago.  As we saw in our first Tech Poll, "shuffle" is indeed the preferred mode of iPod listening, and radio has nicely picked up on that language and listening mode.

This article gives radio some kudos for innovation that's nice to see, for a change.  It also recognizes that these consumer-generated innovations are smart, necessary moves for terrestrial radio to implement as top-down programming becomes even more antiquated.   Hats off to those who are forging ahead, and giving listeners that all-important seat at the table.

And here's another invite to join us in Dallas for Jacobs Media' Summit 11 on September 19-20 to hear CGM (Consumer Generated Media) expert Ben McConnell tell us how its done.  We strongly believe that of all media, radio has a brighter future with CGM than most of our competitors, and we'll show you the how's and why's.