Yesterday, we talked about the impact of the Bubba vs. MJ trial in Tampa on audience and advertiser perceptions of radio DJs.
I heard from a lot of you, often expressing some of the same frustration with the behavior of radio hosts and how it affects the industry’s standing.
As Josh Potter, personality for WEDG/The Edge in Buffalo, commented, “In a time where talent is fighting to survive, this makes us look like the degenerate stereotype we’ve been trying to shed…”
And it also got me thinking about who is the next generation of megawatt radio stars and where they are today.
My conclusion? They’re not working in radio.
I’m not talking about the guys who have gotten out of radio – like Dahl, Carolla, Leykis, and others.
I’m talking about the big would-be radio stars who bypassed the medium altogether and are now working primarily in television.
If you don’t believe that TV isn’t a mortal enemy of radio, then you don’t watch much of it. And if this sounds like a rant that you might have heard in the ‘50s, think again: TV is eating radio’s lunch. While many point the finger at Pandora or satellite radio as being the biggest competitors to broadcast radio, its television that has made inroads – especially in the morning.
We know this from last year’s Techsurvey8. We asked the all-important “First Occasion” question: What media activity starts your day? And remember that because the majority of our respondents are members of station databases, you can correctly assume that most are dyed-in-the-wool radio listeners.
But not necessarily the first thing in the morning. That’s where TV has truly stepped up to provide a different and, perhaps, even more entertaining experience. As the chart above shows, a sizable percentage of core radio listeners start their day by turning on their televisions.
And look who is all over the tube…
First and foremost, Morning Joe, essentially a talk radio morning show on MSNBC, featuring former Congressman Joe Scarborough and his brilliant, incisive sidekick, Mika Brzezinski, along with a cool cast of characters, commentators, and pundits. Joe and Mika get great guests and sit on a set that looks and feels remarkably like a radio studio.
A few years ago at our Summit in Philadelphia, Joe and Mika were special guests. And if you were there, you know their dynamic is great radio – on TV.
Then there’s CNBC’s Jim Cramer. This guy is a financial savant; but in reality, he’s a frantic DJ, complete with a radio studio-like set, loaded with sound effects, and his frenetic energy. Cramer takes calls, dishes out advice, and is well-prepped, seamlessly moving from real world conversations about business, the economy, and an endless series of rapid-fired evaluations of stocks, funds, and companies. If you want to see a great radio host in action who creates occasion after occasion, watch Cramer.
And then there’s our new fascination with food and celebrity chefs. When I arrived at Paris, the hotel we stayed at for CES in Vegas, you couldn’t miss the faux Arch of Triumph. On the pillars were not images of Jersey Boys, Garth Brooks, or Bette Midler. No, it was Gordon Ramsay who has his name on several signature restaurants in multiple casino hotels on The Strip.
It is fascinating that celebrity legislators, financial analysts, and chefs are making headlines – and ratings – all over television. For radio operators, it should be a signal that the next generation of broadcasting rock stars might not come from traditional sources, but in fact, from some unusual areas of consumer interest.
It also should tell us that TV is working hard to find clever, compelling stars in nontraditional places. That’s because they’ve learned that passion, talent, and the ability to create loyal consumers comes in all kinds of packages. But at the end of the day, it is all about personality.
So what nonconformist TV personalities have I missed?
And who would qualify in radio – besides former politicians and athletes doing talk?
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Fred was inducted into the Radio Hall of Fame in 2018.
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The only ones I can think of are Jason Ellis on Sirius. But he might fall under the athlete. Umbrella because he was an mma fighter.
Probably funk master flex on hot 97 in New York circa 1996-2005. Because first and foremost he is a Dj and has that cred with guests.
I agree totally with the point though. Radio has to get out of the norm to find today’s personalities.
Thanks, Frank. Good to see those juices flowing.
How about – Guy Fieri – He looks like he just left a Hair Band morning show or Kimmel – heck he was a DJ – or even Seacrest is still on radio but seems to be on TV just as much. One look at ESPN and many of the ‘talk shows’ Mike/Mike – Cow – are mostly Radio re-purposed. As CBS/NBC and Fox all launch sports networks how many more Radio-Sports shows will we have?
I like the Guy Fieri pick a lot because he isn’t a radio guy but sure looks and acts like one. Richard Sands mentioned him as well. These celebrity chefs are truly rock stars as evidence by the way in which they’re taking over Vegas. Thanks for checking in, Dave – already great to hear from you.