As Program Manager for Specials & Limited Series at PRI, I work with independent producers every day. And I hear the following often: "So-and-so isn't funding radio documentaries anymore. It's horrible, how can we continue to do our work? And it's so difficult to get stations to try new programs." It seems to be a very frightening time for many producers.

    But I see it as an exciting time for all of us in radio. Funding in certain areas may have dried up, but with all the new media possibilities to go along with documentaries and series, other funding can be found. Collaborative partnerships used to mean traditional radio producers partnering with publishers, record labels, etc. Now it should also include partnerships with Internet and satellite, among others.

    It's a time when we all need to be more creative in our thinking, and consequently, act quickly on those thoughts. New media doesn't wait, it moves forward faster and faster. And that's what I find so exciting - new ideas just keep a-comin'.

    We've all heard, "the market is saturated, it's very difficult to get new programming placed on stations." That's traditional broadcast, folks! New media - moving to new means of broadcasting via satellite, Internet, and others, along with on-demand and interactive media services - requires CONTENT. And content producers will be (are already) in demand.

    And another thing. Traditional radio broadcasting was limited in scope - heard only in its transmission area. National distribution allowed programs to be heard across the country on affiliate or member stations. New media means GLOBAL. People all over the world will now hear the programs distributed via Internet or satellite whenever they want to.

    Because of competition, listeners' choices will multiply incredibly. Luckily, documentaries and short-form docs tend to be programming outside of the usual offerings. But if producers act independently, they will be only one of many of those choices. There is 'strength in numbers'. Keep expanding the AIR website for the independent producer programs, make it even more interactive. Get an AIR hour (or more!) on satellite. And continue to work together as a group to think of new ways to move forward with new media.

    It's a VERY exciting time!