When I started in radio, I had a true passion for it. If we’ve ever had a recent conversation, you may not realize it, but I still do. One thing that has bothered me throughout this journey is how television has always been valued over radio.
As a kid, I watched as much TV as the next kid. There were plenty of shows I liked, and interestingly, there are more shows I love now than I did back then. But the one thing I always loved—then and now—was music. When I think about the songs that should be considered “gold” on a station, I go back to those key teenage years when music becomes an essential part of life.
I could rattle off a list of childhood shows and reveal my age, but I’ll just say this: shows back then didn’t always reflect all aspects of the culture. It wasn’t as likely that a majority of African American viewers would connect with a TV show as they would with a song about love found, love lost, or family bonds—experiences that cut across generations and environments.
To be fair, let’s look at a slightly younger demo. We’ve never seen anything like the cultural wave that hits when Beyoncé or Taylor Swift drops an album. Yes, videos play a role in building their brand equity. But I’d argue the music comes first, the live show second, and the music videos a distant third in terms of real value.
As a radio programmer and podcaster, this is personal to me. I don’t have an agenda beyond understanding where we are in the ongoing evolution of content consumption. Any content I’ve created hasn’t been just what I wanted to create—it’s been shaped by research, audience feedback, and lived experience. And while I recognize the rapid growth of video content, the value of audio remains undeniable.
Where it gets especially personal is with Urban radio. I’ve worked across formats, seen the ratings, and studied the research. But I’ve never witnessed the kind of passion I’ve seen from listeners of Urban brands. I’ve seen a daytime AM Urban station rank with the highest time spent listening (TSL) in the country. I’ve also seen a heritage Urban AC station post TSL numbers so strong that even the commercial breaks rivaled the engagement of on-air programming.
Of course, studies can measure this. But we can also ask ourselves: How often do you watch videos while working out at the gym? While riding a bike? While driving? (I’ll plead the Fifth on that one.)
The point is clear—audio fits into people’s lives in ways video simply can’t. But beyond convenience, the real story is the connection. Think about it: have you ever watched your favorite TV show or movie as many times as you’ve listened to your favorite song? Today, you can take your favorite personality everywhere. You can go from bed to shower, house to car, car to office without missing a beat in real time.
Video may seem flashier. But just because the “Kool-Aid” is sweet doesn’t mean radio should keep drinking it. Audio still carries tremendous value. And radio—along with podcasts—should continue to tell stories, amplify voices, and shine a light on culture’s brightest moments.
I’d love to hear your thoughts. Email me at ken@kenjohnsonmedia.com or find me on LinkedIn.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
