Christian radio and local churches using broadcast media have always fostered a strong sense of community and spiritual well-being in America.

Three key elements of this work have been:

1. Unique bible-based content.

2. Local “personalities” that seemed like old friends.

3. Social functions geared to promote faith, community spirit and connection with local churches.

Technology is relentlessly changing the game.

Now, almost anyone can access the content airing on Christian radio stations from a variety of sources, in a variety of source formats.

Everyone with a voice and something to say can connect with local audiences, in personal ways, if they want to.

And a who’s who of Web companies are pouring money into hyper-local efforts, giving people local content and social gathering places to come and talk about it.

There is a global digital media revolution entering local media markets.

Global players are preparing a major offensive to grab local ad dollars too. Geo/local marketing is gaining momentum. A loss in ad dollars will make it tougher for commercial Christian broadcasters to compete.

What does a local community presence look like for global media giants?

For now, big Internet companies must rely on social networking platforms and chat rooms as their “community.” They do not (yet) have the personnel to interact with local audiences, or to create events that foster face-to-face socialization.

A front-page article, “Social network for small towns can be a harsh world,” in my local newspaper reported on debate brewing over what can happen without enough people to adequately moderate these online conversations.

To address the problem these companies may have to start looking for local partners. However they resolve the problem, it will take time. Building trusted local relationships through media doesn’t happen overnight.

Christian radio stations have a huge head start.

This is an opportunity for Christian radio stations to leverage existing relationships and local church partnerships into new ideas for doing what they have always done best: super-serve the local community. They have the feet on the ground to do it.

It can’t be just more of the same though. For one reason, churches are beginning to develop their own local media platforms. An unintended consequence of technological change for everyone engaged in local Christian media is “more media competition.” For the same audience and the same limited resources.

Another reason is that communication technologies are changing everyday experiences. New ways of interacting with and serving audiences will need to be developed.

My recommendation to local broadcasters would be to aggressively seek ways to integrate various Christian media channels in the market. For example, local stations and churches have a great opportunity to make their individual media channels work together effectively for the gospel, rather than compete.

We are hard pressed on every side, but not crushed.
2 Corinthians 4:8

Failing to adequately address the encroachment of the Web giants on local media markets could eventually result in a diminished sense of Christian community, or even spiritual well-being for some. That would be a crushing blow. It’s not going to happen, right?

Questions: What are your thoughts? What other ways could the encroachment of major Internet companies on local markets affect Christian media and ministry? What are other ways to address the challenge?