Satellite Radio's Goal: Bland.

Original date: May 19, 2007 1:22 AM by sonnik

Fallout from Janet Jackson's "wardrobe malfunction" seems to continue, over three years after the occurrence. Paranoia of outcry about indecent or offensive comments seems to be crippling broadcasters more than ever. In the midst of a potential merger, XM Satellite Radio seems to have mapped a path that will surely damage the industry.

While I'll admit I'm a fan of Opie & Anthony, I think this is less about a particular preference for radio personalities and more about the qualities that separate satellite radio and traditional broadcasting. Don Imus recently fell victim over the terminology of "nappy-headed ho". Howard Stern left traditional radio because he believed he was going to be a future target of "decency" outcry. Nearly five years ago, Greg "Opie" Huges and Anthony Cumia were fired because of an on air stunt involving a sexual act in St. Patrick's Cathedral.

What amazes me about this situation is total inconsideration for the target audience. For example, I really doubt that the Rutger's Women's Basketball team wakes up every morning and tuned to Don Imus to get his take on the world. I know that's a supposition, but I'd say it's a safe bet to consider it true. I'd also bet that Condoleeza Rice doesn't wake up every morning and tune to Opie and Anthony either. It's the third-party reporting that stirred any controversy up. I really doubt fans and loyal listeners of either show were offended in any capacity, or not smart enough to tune away from the channel had they been listening to.

Previously I discussed the praises of satellite radio over Terrestrial Radio. Now, a little over a year later - I'm forced to rethink my opinion. With a pending merger between the two companies (XM Satellite Radio and Sirius Satellite Radio), the two companies must appease regulators for federal approval. (Note there's been a number of issues putting the merger in jeopardy already.)

XM will never admit the O&A suspension had anything to do with merger, but I can foresee a day when we're seeing executives from both companies sitting in front of congressional panels seeking approval. Some far-right conservative is going to ask about "decency" - or probably more specifically about the comments Opie and Anthony made. I can imagine at that point that O&A's suspension will have a whole lot to do with the pending merger.

XM was presented with two choices. The first choice was to do absolutely nothing and hoped the quasi-controversy slowly went away (and it would have). They'd have to face the music during the merger approval process, but they could have stood their ground. The second choice was to take action,

They chose to take action.

This has caused a near incredible result. More listeners and advertisers boycotting XM Satellite Radio than likely would have if XM took no action. There's been much web buzz about listeners cancelling in protest (or at least trying to - it seems XM is concerned about quarterly subscriber growth reporting). Satellite radio didn't have an array of high-dollar advertising to begin with, and a few of the notables XM did have seem to be offering ultimatums of their own.

You may think "XM has the right to decide what is said on their air" - and you're right. They certainly knew what Opie and Anthony were about when they were hired, as Opie and Anthony were still on suspension for the sex-in-the-cathedral stint from Infinity/CBS when XM hired them.

The big catch: If XM tries to water down a signature show like Opie and Anthony, there's little left that separates them from traditional radio. When you subscribe an XM unit, all stations are activated. There are a handful of channels that will broadcast music with original unedited "explicit" lyrics, or talk stations that will let the talent drop an F-bomb. That's one of the things that makes satellite radio unique, and one of the things that gave it's appeal to consumers. By suspending Opie and Anthony, XM Satellite Radio has sent out a message that says "We're willing to be just as bland as terrestrial radio - if that's what it takes to get approval for a merger."

You can argue that XM still offers slightly better sound quality. That's questionable now, as they seem to be compressing audio more than ever to squeeze in as many channels as possible in limited bandwidth. You can argue that there are few to no commercials. Of course, that's bested by satellite radio's primary competitor - the iPod.

As I mentioned, many O&A-loyal subscribers are calling XM to cancel, we'll never have an honest admission of just how many did - regardless of how small of a percentage it may have been. I subscribed to XM shortly after its debut in 2002. I called to cancel myself, but took an offer to remain subscribing to see if O&A actually do return. There is some argument that the loyal O&A crowd may actually be causing the show's demise by protesting in this manner. However, knowing history - they believe (probably rightfully so) that the show, if it returns, will never be as good as it had been.

The growth in the satellite radio industry has slowed. By putting its unique qualities on the shelf for the sake of a doomed merger, XM may be alienating their precious subscribers and painting a bleak picture of the future of satellite radio.