Jerry Del Colliano is a professor at USC, broadcaster and program director and founder of Inside Radio. And a blogger:

“The next generation doesn’t like radio. Not the stations. Not the concept. There’s simply less need for it in their lives.

New technologies will not only replace radio among the next generation, they already have. And this generation is huge — with as many Gen Y’ers as there are baby boomers.

Without the next generation the radio business will continue to hit the wall. Once the present economic downturn ends — still a long way off — there won’t be enough new young listeners to help radio continue to grow. It becomes a losing proposition. More radio listeners die and fewer new radio listeners use traditional radio.

The next generation wants to stop, start, time-delay and delete its programming. This generation wants to mash it up — have a say in what it sounds like or how it is used. They want to deliver it to each other — share it — at will. They want community (what we used to call local radio) through social networking online.

One of the hardest things for me to deal with in my years of working with the next generation is that they don’t like radio and don’t understand what I like about it. When I describe it, they say what I am describing is not what they hear on the radio.

We’re an industry in denial that technology has changed the game. But only radio people have the power to adapt and create new content for a new generation and on the devices they use.

But to begin, we have to understand that more has changed than how to deliver radio programming. It’s not about the technology. It’s the sociology.”

When I can safely speak to a young person (early teens), I ask them about radio and get pretty much the same responses as Professor Del Colliano. What’s the joke… denial is not just a river in Egypt?

I’ve been around radio most of my life. My dad was a radio guy. I became a radio guy. And I was doing affiliate relations for our radio networks when things started to change in the late 90’s, when federal media ownership rules were relaxed and companies like Clear Channel started buying up hundreds of local stations.

Alec Foege has written a book –Right of the Dial– that tells the Clear Channel story. According to the review in the New York Times, Foege tried to give the company the benefit of the doubt.

“I was not out to do a hatchet job,” he writes in the preface to “Right of the Dial,” “but rather to get to the bottom of a company that I suspected had gotten a raw deal as its bad publicity had snowballed.”

The reader need wait only three paragraphs before Foege renders his final verdict: “Having spent a lot of time talking to some of the company’s most prominent critics, as well as some of its most devout supporters, I have concluded that Clear Channel is indeed to blame for much of what it has been accused of.”

The Internet and iTunes and all the rest were going to have a big impact on radio, no matter what. But I have to wonder if local radio stations might not have been better prepared for the challenges if they hadn’t been gutted and commoditized by the Clear Channel’s.

Nawww.

[Thanks, Henry]

From a speech by NAB President-CEO David Rehr at the National Association of Broadcasters Conference:

“Rehr then turned to radio, first talking about a widely reported BusinessWeek column by Jon Fine, headed “Requiem for Old-Time Radio.” Though Fine believes radio isn’t well-suited to moving its business model online, he wrote that he remembers radio with “ridiculous fondness” and recalled “huddling with it long past bedtime, the volume set low, hoping to hear something I loved.”

“Rehr said, “Ladies and gentlemen, that is romance, that’s longing, that is a connection. Listeners still want what they’ve always wanted. Technology hasn’t changed that — it has just changed the devices of delivery.”

According to Mr. Fine, Mr. Rehr missed the point of his article:

“You don’t need to huddle with a radio long after dark to hear new music; you can form that romance or connection with a hundred other things.”