The Infinite Dial

As I have reported in the past, the exchange of ideas and innovation between American and European radio has long since switched course, and we Americans now have more to learn from our counterparts across the sea than they from us (alas).

Over the next several days I'll mention a variety of things. Today -- I'll go with a fascinating little tidbit I learned during a recent visit.

One radio station had hired a very high profile television comedian as their morning man. He got off to a very poor start, and there were calls to fire him, as he just couldn't adapt to the new medium. But the management at this station had a better idea -- they pre-tape almost everything. Instead of him attempting to run the show live, they create a 'faux live' experience, cut out anything that doesn't work, and re-wrap the show in a clean tight package. Since making this change, the station has risen extensively in mornings and this show is now usually number one.

This seems so blazingly obvious and yet is so counter to typical radio wisdom. Go to any panel about radio morning shows and everyone will say; "Live! Always Live! That's what makes it exciting!"

And yet we do somehow manage to consume taped content in other media.

If this is not the answer, it is an answer for your morning show. Could they create more great material in advance, edit it and make it sound great, and thus take the pressure off for when they actually are live?