With all the talk about Jay Leno leaving, Conan O’Brien taking over, and Jimmy Fallon getting started, an interesting detail has been missed by many media observers. Instead of simply throwing Fallon to the wolves on "Late Night" (remember how critics hated Conan at first), NBC will actually start his TV hosting career online in order to help his show attain some rhythm and equilibrium.
In this way, Lorne Michaels can "test drive" Fallon’s techniques in a more experimental environment, and in one where feedback, reviews, and criticism (constructive and otherwise) can actually help shape the direction of the show. Instantly, they’ll know what’s working – and conversely, what needs work.
This is a great sandbox concept for Fallon, and something that radio might consider when launching new personality shows. Between HD2 channels and online streams, stations now have the ability to work those same bugs out with new personalities and teams. And perhaps, these ventures might garner an initial cult audience that can be integrated into the show itself when it finally moves on the air.
Too often, new shows are thrown out to the larger audience with little training, setup, or rehearsal, and their failure is a self-fulfilling prophecy. The web allows these on-air experiments time to gel, and try new things, without the scrutiny of salespeople, unhappy listeners, and all the other cooks in the kitchen (yes, consultants, too). PPM may actually accelerate doomed shows because managers will receive ratings feedback much more quickly and brutally than in the past.
Fallon may or may not have the goods, but at least NBC is looking at breaking this show open in a different environment that just may translate into ratings success.
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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