Mistakes Christians make in media. Radio’s attention deficit. Your FCC license is about to be worth zero. Attention grabbing headlines or heart-rending concern?

Phil Cooke and Mark Ramsey are two media analysts that I respect and follow closely. They know how to write a good headline. But I also believe they care deeply about the future of using media to make a difference in people’s lives.

Both men gave heartfelt calls to increase understanding of and experimentation with new media at the recent National Religious Broadcasters Convention in Nashville.

It is hoped that their passion for change and innovation will spread. The trends that are reshaping radio at large will also affect Christian broadcasting. This was brought home again by another chilling warning from Seth Godin:

So in my hand is a MiFi card. In two years it won’t cost what it costs now, and it won’t be as big as it is today. It will cost thirty cents and it will be in my car. Now when I have this in my car and my radio is no longer terrestrial radio or Sirius radio, but Internet radio, what’s your license worth?

Once I have every radio station available in my car, and not just the ones it currently has, but any one I want to invent on Pandora, what’s your license worth?

What we’ve come down to is this: You will not be able to retire before this hits. You were hoping you could, but you can’t. So given that that’s the case, what are you going to do about it?

You had better find out where the “expensive” money is (on the Internet). You had better find out what asset you are going to be able to build because your current asset, your FCC license, is about to be worth zero.

A powerful challenge. Let’s assume Seth is right. What should Christian broadcasters do about it? Two things.

First, make a decision.

If the future of radio, therefore Christian broadcasting, as we know it is really on the line, radical changes will have to be made to maintain our influence for the gospel in the communities we serve.

What’s the best way to create an environment for major change and innovation, beyond having a new website, being on Facebook and Twitter, or starting a blog?

What new ways can we partner with others to develop solutions?

Asking the right questions about the Christian broadcasting industry’s survival and resolutely answering them will determine future actions. Theodore Roosevelt said, “In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.”

Second, get ready to see God do some incredible things.

Don’t be afraid. Stand firm and watch God do his work of salvation for you today. Exodus 14:13

The Israelites had left Egypt after God’s powerful delivery and God tells Moses, “Turn around and make camp at Pi Hahiroth, between Migdol and the sea. Camp on the shore of the sea opposite Baal Zephon. Pharaoh will think, ‘The Israelites are lost; they’re confused. The wilderness has closed in on them.”

The Israelites were backed into a corner. Why? God told them to take this route. There’s a lesson here for Christian broadcasters.

The times are tough. The path forward is unclear. We are almost completely invested in old technologies as the whole world is moving into new platforms. Every new media entity in existence is coming after our audience. How did we get in this position?

Just like God directed the Israelites into that corner for a purpose they couldn’t see at the time, God has brought Christian broadcasters to this point in history, hemmed in on all sides it seems. Could it be that one reason we’re here is so that we too may see God’s greatness in an unforgettable way?

The answer to that question is to trust and watch. We may be standing on the threshold of another display to the world of God’s awesome wisdom and power.

Question: Do you agree or disagree with Seth Godin’s position? What would it take to convince you that he’s right?