It’s 2024 and broadcasters are facing so many challenges in the media, but this is only a test that the media can continue to be resilient and strong, no matter what the struggles are. Be ready to embrace change, as we have to adapt to new challenges, like artificial intelligence (AI) the same way we embraced streaming and podcasting a decade ago. These new alternatives are now a significant component to continuing increasing growth in sales and loyal listeners, despite those challenges.
Recently, Gov. Tony Evers signed into law a bill that requires the disclosure of content from AI in political ads, which included an amendment protecting broadcasters and other parties from legal liability. It is so crucial that local broadcasters continue to play an important role in the communities we serve, providing news, sports, entertainment, and coverage of local events that keeps our audiences engaged. Put your heart into what you are doing. Broadcasters are distinguished for making an impact in many areas in our communities even if the industry is changing. Be part of the change and continue facing the challenges and obstacles with courage and persistence.
When challenges arise, opportunities follow. Broadcasters, embrace change and be ready for what the future holds in the upcoming years. Continue to strengthen collaborations and serve your communities. Broadcasters are an important component of society and are here to stay for many years to come. Continue looking for new opportunities, reinvent, and create new advertising categories. Provide new opportunities for your clients, like IT, professional services, local live sports. Radio and TV continue to be strong. Using the digital world and AI, broadcasters can generate even more revenue than in past years.
Keeping to the fundamentals, broadcasters are more than 100 years old and continue to be strong and vibrant. They reach underserved communities that have proven to become an important economic part of our society, as their consuming power continues to grow. Diversity, Equity and Inclusion is one of the greatest initiatives we have embraced in our industry based on our values and commitment.
I’m proud and humbled to have served as your WBA Board of Directors Chair. Thank you for the opportunity to serve on one of the most recognized boards across the country and for embracing me and for the support each of you have provided to one of the most successful and innovative broadcasters associations with almost 100 percent membership. Thanks to the amazing leadership of Michelle and the very professional team of Kyle and Liz.
Thank you for all you do to keep Wisconsin informed and entertained. Keep up the good work.
¡Hasta la próxima!
Lupita Montoto
WBA Board Chair
Co-Founder of La Movida Radio – Midwest Family Madison
On-Air Personality and Marketing Consultant
