Since writing our original "Stop Voicetracking" last month, the evidence rolls in suggesting that TV is way ahead of radio when it comes to using late night hours for experimentation. This article in the LA Times reinforces how cable TV has used these less critical hours to beta test new concepts and talent.
Now, this time period is more than just a sandbox. This fall, Comedy Central has a series of shows that will start at 11 p.m. and later. And young viewers recognize that the programming restrcitions that have become common during prime time are loosened up when these late night shows air.
Some network television analysts argue that these viewers and these hours will never replace mainstream tastes and prime time ratings. But that view is short-sighted and misses the point. Late night TV caters to a different type of viewer, allowing the networks – cable and broadcast – to take some risks, try different things, and yes, to be purple. You can bet that the cream of this crop will find its way into the prime time lineup.
We have the same less-critical hours available to us in radio. Let’s start using them them to develop new shows, new jocks, and new concepts. What’s the downside?
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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