Figure It Out

Radio has many challenges that have been discussed constantly in the press, as well as in this space.  Unfortunately, many of the factors facing terrestrial radio - economic, technology, etc. - are out of our control.  How are we going to take iPods out of people's hands?  How can you stop TV viewers from using their DVRs and whizzing past commercials?

But one thing we have going for us as an industry is outstanding local air talent.  Unfortunately, it is disappearing all too quickly.  It started with Opie & Anthony, and was followed by Howard Stern.  Already this year radio has lost Don Imus and Elvis & AJ.  Why?  Because of content issues.  The very talent that made them popular - being outrageous and sometimes bordering on offensive - has now been turned against them as a cause for dismissal.

Personality radio has been redefined, and the problem is that many programmers and personalities haven't gotten the message.

The rules of the game have changed.  Crossing the line is no longer being tolerated by advertisers, corporate leaders, and even many listeners.  From the unexpected Janet Jackson at the Super Bowl to the fiasco at St. Pat's to the tragedy in Sacramento to the Imus dis of the Rutgers ladies' basketball team, reality is changing rapidly.  And subsequent coverage by the media is redefining the shock jock model.  In fact, you could make a case that many listeners, advertisers, and pundits are fed up with it.

It's time to wake up and smell the coffee.  Personalities need to work on being funny, compelling, topical, and local.  The easy, lowest-common-denominator shock antics are over.

This recipe has worked pretty well for Jon Stewart, Conan, Leno, Kimmel, Letterman, SNL, and scores of great local morning shows.  Radio personalities need to figure it out - quickly - because the future of our industry depends on top local talent, now more than ever.

In fact, you could make a case that many listeners, advertisers, and pundits are fed up with it.  XM's suspension of O&A yesterday says it all.

Comments

[Joel Raab]

Good points as always, but at what point will talent become so afraid to say anything that they run the risk of becoming completely milktoast? If we're too afraid to take any chances then radio becomes boring and we lose to IPods and other emerging technology. I guarantee you that right now very few are taking creative risks for fear of losing their jobs. The public is more tolerant than I think we're giving them credit for these days.

[Jon McGann]

Hi Fred -
You are completely accurate with the "shock jock" mentality and future direction thereof. However, the suspension of O & A had NOTHING to do with content, (or in this case lack of), and EVERYTHING to do with Government approval of the XM merger with Sirius. It proves that Satellite radio is -
A) in desperation mode
B) doesn't need O & A
C) has eliminated on it's promise of no censorship
D) all of the above

[toon]

Of course it's about the merger..... Anything that could impede it must be purged. Of course it could also be that the O&A wasn't funny and caused XM more hassles than it was worth. I think there will be looser reins on satrad, but NOT free reign.