Christian Radio Struggles With Evolving Media Dynamics

Jon Hamilton, President of Christian FM Media, has called for a strategic rethink in response to Moody Radio’s controversial move to nationalize programming and cut local content, a decision that has stirred significant debate in the Christian radio industry.

In a commentary addressing the fallout, Hamilton highlighted the human impact, noting, “Many talented people are losing jobs, not due to poor performance, but because of shifting media realities.” He pointed out that Moody’s move aligns with an industry trend, stating, “Aside from Northwestern Media, nearly every multi-market Christian radio group has been consolidating programming for years,” driven by evolving technology and listener habits, not corporate greed.

Drawing on his 40+ years in Christian radio since 1981, Hamilton declared the era of fully live, local programming over. “That time is gone forever. We must innovate or risk obsolescence,” he wrote. He stressed that Christian FM was founded to help local stations stay competitive by blending one or two strong local shows with high-quality syndicated content that resonates with audiences.

Jon Hamilton

Hamilton criticized resistance to syndication, saying, “Many broadcasters fought syndicated shows like they were an enemy invasion, yet failed to offer listeners anything more compelling.” He argued that top syndicated programs attract large audiences and generate revenue, helping sustain local stations when used effectively.

Challenging the industry’s “live and local wins” mantra, Hamilton asserted, “Local talent isn’t automatically better unless they outshine national hosts in connecting with listeners.” He also cautioned against scapegoating networks like K-LOVE or Moody Radio, emphasizing that technology, market dynamics, and consumer demand—not large networks—drive industry changes.

Despite the challenges, Hamilton remains bullish on radio’s future. “Radio still commands America’s largest mass audience,” he said. “We need to adapt, work smarter, and stop criticizing what’s beyond our control.”

As head of Christian FM Media, Hamilton oversees content and programming for over 400 Christian music stations across the U.S. and Canada.