The annual convention of the National Religious Broadcasters (NRB) is a wonderful place for meeting up with old friends and making some new ones while keeping up to date on business and ministry, and the latest technology trends.

Dr. Frank Wright, President and Chief Executive Officer of the NRB, is recognized as a thought leader who has his finger on the pulse of the evolving dynamics in Christian broadcasting.

I appreciated the opportunity to have a moment of Frank’s time on the eve of the 69th NRB Convention.

The health of an industry association like the NRB is a reflection of the health of its members. For a few years now, broadcasters have been weathering difficult economic times and massive technological change. Give us a rundown of things.

On the membership side, our industry is going through consolidation, radio in particular. So, there’s been some reduction in membership of broadcast stations.

On the new media side, there’s been a pretty dramatic expansion of membership. While NRB’s membership is down slightly, it’s really just a reflection of the shifting media landscape.

As for the convention, we’ve had several down years, but 2011 was up over 2010 in almost every measurable indicator that we use, and we’re very optimistic about 2012.

The theme of this year’s convention is “Extend Your Reach Through Media.”

We have absolutely the best convention lineup we’ve ever had in the history of the NRB. I say that without a shred of promotional fiber in me. It’s just the gospel truth.

We’re all trying to figure out exactly how to use and integrate the platforms of distribution that God has given to us. How can we best measure and allocate resources across these new platforms so that the gospel can have its maximum reach?

When you study the early days of radio and TV you see Christian pioneers who believed it was their divine destiny to claim terrestrial technology for the Gospel. That sense of calling appears to be repeating itself with today’s broadcasters and their use of digital media.

That’s true.

Someone sent me an article talking about the first person to use radio waves for audio transmission. His name is Reginald Fessenden, and on December 24, 1906, he played a phonograph record by Handel, followed by Fessenden himself playing O Holy Night on the violin, then finishing with a reading of Luke 2:14.

Literally, the first audio transmission that went out over radio was the Word of God. In the early days, when broadcasters were so starved for content, pastors everywhere were asked to go down to the local radio station and re-preach the sermon they had just preached in their church.

The use of electronic media to further the gospel is one of the hallmarks of the vision I think that God has given the Church in taking the Gospel beyond the four walls of any individual congregation.

Digital media has just given us a way to magnify and multiply the platforms and extend the reach in such a dramatic way.

What is most vital for the long term health and vitality of radio?

To the extent that Christian radio stations can become interwoven into the fabric and essence of the community that they serve, they’re going to be dynamic and helpful for decades to come.

However, having said that, I do think that many content producers are becoming agnostic as to which platforms their content goes out on. In other words, they’re beginning to look at distribution systems… as the UPS man, the FedEx man. I don’t think they care as much about which distribution system they use as long as their content is distributed to the largest possible audience.

This represents a vast opportunity for using both conventional broadcasting and digital means to spread the gospel. 

Some would say my last point argues for making radio somewhat of a fungible component of the overall digital distribution system. I don’t see it that way at all. People still want to connect. People still want to feel a sense of being a part of something bigger than themselves. The historic support of Christian radio and television, and the funding of those efforts by people whose vision is just to see the Gospel go farther and wider is a remarkable statement about the vitality of these mediums.

But, on the content side, digital media is allowing us to extend the reach of the Gospel so much farther and in so many different forms and formats and creative approaches.

We stand on the front-edge, on the cusp, of a creative explosion facilitated by digital media.

Read Part 2 of my interview with Dr. Wright where he discusses the intense legal, legislative and regulatory battles going on in the U.S and across the world for the right to proclaim the Gospel freely. Dr. Wright shares what’s at the top of his prayer list.