An addendum to our blog last week exhorting radio operators to cease voicetracking, and begin to use nights and overnights for talent development, as word comes that Adam Carolla may indeed be replacing Howard Stern in a number of markets. Here is yet another case where late night TV will spawn another burgeoning talent.
Besides his developmental time with "The Man Show" and "Loveline," Carolla is now honing his craft on Comedy Central's "Too Late With Adam Carolla" which airs at 11:30 p.m. - well past supposed prime time. While the show's ratings are puny, and Carolla is still finding his voice, Comedy Central isn't taking much of a risk. This is the perfect slot to try something different, while building a cult audience that will hopefully become something much bigger. In the big scheme of things, TV understands that it takes time to craft a winner, and there are plenty of less-critical time periods that can serve as incubators. In radio, it's even cheaper to build a sandbox at night, and see what happens.
Worst case scenario is that no one listens. Best case scenario is that you develop your next morning show, morning show cast member, or p.m. drive icon.
More than anything else, radio companies need to focus on content and personality development - ingredients that can innoculate our medium from new technology competitors. We're not going to get there if we insist on saving small dollars by voicetracking.
It's not about how consumers receive their entertainment, it's about the entertainment itself.