When the topic of great television series comes up during casual moments in meetings or at client meals, it feels like déjà vu.
While the conversations vary a bit, the hot shows don’t. Whether it’s Homeland, House of Cards, Game of Thrones, or any of the others, the basic them is the same: people are riveted to these series, can’t wait for the new season, or love to discuss various episodes.
But whenever someone in the conversation perhaps isn’t as far along in the series, the fear of the spoiler comes into play. that’s because these series are often built on the element of surprise. Whether it’s the beheadings at King’s Landing, Frank Underwood’s presidential aspirations, or Carrie Mathison’s sanity, it’s all about not having that big surprise get ruined by someone blabbing about it.
A recent New York Times article talked about how Netflix has actually conducted ethnographic research to learn more about how TV viewing habits are changing, and the role of spoilers. To a great degree, “binge watching” of television series suggests that Internet consumption is beginning to replace more traditional real-time viewing.
In the process, TV has become less predictable. Characters are getting killed off that never would have died decades ago. The same old plots have been replaced by more complex storylines. In order to truly entertain and hold an audience, TV writers and producers have to go for the less predictable outcomes, creating new viewing occasions and anticipation for the next episode. And in the process, the way people talk about shows has been altered, ushering in a behavioral change among fans.
In radio, however, none of this is happening. That’s because the element of surprise is almost always missing. We know what’s coming up next. And that means that we can skip a day and not miss a whole lot.
Imagine these spoiler alerts for radio:
“Tomorrow on Tuesday, Rock 96 will play a twofer from Steve Miller – “Fly Like An Eagle” and “Jet Airliner.”
Or this one:
“Stacey from Santa Barbara is our ninth caller and the winner of Lorde tickets.” (Stacy screams.)
Or maybe this one:
“Another professional athlete is misbehaving. We’ll talk about it – next!”
Radio has become so afraid of “meter migration” or “diary drop-off” that surprise almost always takes a back seat to predictability. Instead of a DJ deviating from a playlist to provide a surprise on the first sunny day in a week or on the anniversary of John Lennon’s death, chances are good that the playlist – generated from an algorithmic music scheduling program – will be adhered to. And on talk stations, it’s often the same topics from the same prep services, day after day.
As radio continues to wonder whether it is competing with pure plays, Internet radio operators are truly seeking new ways to delight, enchant, and yes, surprise its increasingly fickle listeners.
While the TV networks have begun to respond with more plot twists and turns, broadcast radio continues to program its formats as if it’s 1999.
Let’s not spoil the ending.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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And who will be the agent for change?
That IS the question!
One of your really great insights. Isn’t the element of timely, local suprise the main advantage radio has over Internet pure plays? Whether on air or via social media, suprise, personalities and interaction are the main reasons to listen to radio instead of a web based music wallpaper source. The pure plays have better sound and fewer ads, so why radio doesn’t highlight and increase the things that it does best is beyond me.
Bob, this is at the heart of it. Many radio operators are competing like it’s 1997, consolidation is in place, and radio stations are the only place to listen and advertise. Being brilliant at those radio basics is a big part of the solution. Thanks for the commnent.