National Public Radio could soon deliver a multi-faceted digital music service, according to a recently-surfaced strategic blueprint. As part of a broader “Blueprint for Growth,” dated July 7th, the company pointed to an “exploration to develop a multi-genre, digital music service that will build distributed value for NPR, producers and stations.” The concept is designed to aggregate a disparate collection of programming, which includes features on artists and music from around the globe. “Every day public radio creates and presents a unique set of ideas and values around the music of America and the world,” the document explains. “But these shows, pieces and performances are scattered across hundreds of public radio stations, networks and producers.”
The music plan addresses a larger issue for NPR. Like other media companies, the focus at NPR has quickly shifted towards satisfying an entirely fresh set of consumer expectations. “Audience is no longer increasing and listener support is stagnating,” the document says, while noting that the “foundation of mainstream media is eroding, and public radio is captive to these same irreversible forces.” With that in mind, the public radio giant sketched a plan to better coordinate and intensify news and cultural coverage, while engaging its audience more deeply.
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