Printer friendly

Radio

The Matrix helps us in radio programming in two very useful ways:

How does the Matrix help us understand our audience and what they need to hear?

This is discussed in greater detail in another section. Basically our listener can be located at some point on the Matrix.

Strengths and Weaknesses of Radio

Here we focus on what radio can do. Many people involved in using radio for the Gospel have unrealistic expectations about what their broadcasts can accomplish. Radio has decided strengths (such as immediacy, going behind barriers, being non-confrontational, personal, etc.) but it also has drawbacks. It cannot provide face-to-face contact or dialogue, it cannot touch, it is transitory and cannot provide much detail without special types of educational techniques, etc.

Moving our Listener

Let us consider again listener X at (-2,-6) in the quadrant (A). How can we help him on his pilgrimage toward Christ and into the Kingdom, in quadrant (C)?

We need to look at our overall communication strategy, develop do-able goals that are consistent with the role of radio programming and provide a range of programs that meets the diverse audience needs at different stages represented in the quadrants.

For example, we might suggest a very valid but modest goal as being to help our listener move from (-2,-6) to (0,-6). This means the program would serve to break down the listener's prejudices toward the Gospel (and Christians?) and make him more open. This could be a valid goal in a long-term strategic plan -- and one which is very well suited to radio.

Practical illustrations

In one country, a key objective for a radio program was to demonstrate that Christians were loyal citizens. They also had something significant to contribute to their nation, contrary to the dis-information given out by those antagonistic to Christians.

Another example comes from Britain where the respected BBC has a great influence on broadcast standards and practice. One of these is to restrict overt radio evangelism or even to draw attention to the uniqueness of Christ. Thus, one Christian radio program producer made it his goal to get people who were not in the habit of going to church, to go to church. That was the simple goal of his program — and everything was focused toward that end. This approach was not well understood by many church people who felt that a golden opportunity was being wasted. Sadly they did not understand the nature of radio, nor the constraints under which this producer had to work.

As the Holy Spirit moves people toward Christ, our radio programs can lay a pathway over which they can be moved. The nature of the pathway changes during the process, and it may look something like this:

What is that pathway made up of?

If we look more closely we may find the following:

Different radio programs (programs J, K, L, M, N, and O) all helped pave the way for the listener’s attitude toward the Gospel, together with his awareness, knowledge, and understanding of it, to grow as part of a process. Programs best suited for J, K (possibly L) correspond to the Informational, Entertainment, and Instruction roles as described earlier.

Sowing, Watering, Reaping...

To use biblical terminology we might say that programs J-L do the SOWING. WATERING is performed by program M, while program N is REAPING. NURTURING is done by program O. (For biblical background read John 4:35-38 for process and I Cor.3:6-9 for sowing and watering.)

Each of Programs J to O has specific goals, and fulfils a different role from the other. Each caters to a different audience with a different level of understanding (as well as being further along in the spiritual growth process).

Obviously this is an over-simplification, in order to make the point. Reality will inevitably be a lot more complex as various other factors come to bear in a person's life, bringing him to that point of commitment. The Holy Spirit determines the ultimate mix of ingredients needed for each individual.

How well does the jigsaw fit?

Each piece of a jigsaw puzzle has a unique place where it fits. Fitting together various kinds of programs allows for a lot more creativity, purposive, audience-centred programming. Program roles can overlap and be intermingled, with one program perhaps fulfilling more than one role at the same time.

On-air time limitations will impose constraints on how much can be done in each day's schedule and wisdom will be required to cater to different audiences.

Practical Example

In one broadcast service of one hour daily, the program schedule has been carefully designed to optimise the time by catering to different audiences sequentially within the hour. The one-hour block is basically broken down into four 15-minute sectors:

The first sector starts with a story of human interest with no specific Christian content. This is followed immediately by a low-key presentation of the Gospel.

The second sector presents a rationale for the Gospel for those coming from a different world-view, challenging some of the underpinnings of their belief system.

In the third fifteen minutes the emphasis moves toward specific teaching for Christians, while the fourth sector emphasises Bible-school type training for pastors and lay leaders.

In this manner program content becomes progressively theological as the broadcast continues. As listeners understand more they are drawn into listening for longer periods and more regularly. Audiences will respond to programs — and move on. We need to move with them, but what do we do with those who move in behind to take their place?

Another example

In one Asian country, a program designed to move people from quadrant (A) to being more open had very little specific Christian terminology. It looked instead at lifestyle and social issues from an implicit Christian world-view through drama, discussion, and other formats. After some time, listeners began asking specific questions about Christianity. A 15-minute program was then added to the schedule, aired immediately after the original core program on one night each week. This second program enabled the producers to raise more specific Christian issues and topics; after all, because the listeners were now asking the questions, the producers now had permission to talk about these things. The listeners were ready. They had been prepared. The original program remained untouched, however, to keep on preparing others still in process on the pathway, but not yet ready for more direct Christian programs.