One Thing Radio Has That Everybody Else Wants
They crack a mic and talk to thousands of people at one time “live.”
That’s right, “live!” and without a net (other than a 7-second delay for dumping curse words.)
I can hear your sarcastic mumbling from here, “Woo hoo! Wowzers. Big deal, buddy. Why’s that something to write about?”
Well, it turns out people like “live” and radio has it in droves. However, for some reason we are taking this huge attribute and for the most part scuttling it.
Meantime, others are scrambling to capitlize on “live.”
Ryan Seacrest is building an empire on “live.” He has “live” voting on American Idol and “live” performances, a “live” radio show (sometimes replayed and repackaged), a “live” countdown to New Year’s Eve and tonight he launches a new TV show called, “Knock! Knock! Live.” It’s billed by Fox TV as “the show where anything can and will happen.” They can say that because it is “live.”
“Live” is more thrilling. It makes it more dangerous, more daring, and more exciting. Though somehow radio doesn’t feel that way. We no longer view “live” as special, so our listeners don’t either and I believe that’s a mistake.
But even more than how it feels, “live” creates an instant community of people experiencing something at the same time. It makes it more special because we aren’t just watching or listening to something, we are bearing witness to it. There is something powerful to having a shared experience. Media companies of all shapes and sizes get that and are trying their best to capture it.
It is in fact one of the cornerstones of Apple Music’s Beats1 channel. It’s a shared, global, listening experience. It’s “live” from London, New York, and L.A. and you are listening “live” wherever you are anywhere and everywhere in the world.
After a successful and funny “live” show in the spring, NBC renewed the fairly average sit-com “Undateable” for 13 episodes this fall with the caveat that all the episodes are broadcast “live.” Let us not forget the enduring success of Saturday Night Live.
TV and radio networks also spend hundreds of millions of dollars for the rights to “live” sporting events, because historically those are the most watched and listened to events – ever.
Tom Leykis has a bit called “Be Funny Live” on his New Normal Network internet radio show and it is so successful he created a sold-out event at a comedy club around the premise.
You can listen to your favorite band or artist on your device as often as you want, but seeing them “live” is light years better.
What’s the attraction to Periscope? It’s “live” video that you can interact with in real-time.
“Live” tweeting events and pre-recorded shows is almost more entertaining and enjoyable than the actual event or show.
I could go on…
At this very moment in time when “authenticity” is one of radio’s buzzy buzz words, the industry has a real opportunity to own the “where anything can happen” moniker. Unfortunately, we seem so restricted by our companies, brands, managers, and stock holders that rarely anything does. And the audience doesn’t anticipate that it will.
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