One of the most talented and creative people on radio is Phil Hendrie. Take away the comedic value, he adds something to radio that widely goes unappreciated. The more I think about it, the more I can find a deeper value to brief segment from his show on 10/4/11:
It raises a few questions — is Phil too specialized for his own good? Is radio looking for something different than a fully produced show?
In radio, we’re programmed to play the hits, regardless of the format. But the problem is a personality won’t fine tune their craft by playing the hits, rather, they’ll develop by uniquely separating yourself from what everyone else is doing. Consequently, if management and consultants are training radio personalities to clone ‘the hits’, what benefit is it for the personality to do something different — regardless of how good the product is? And what does it do for long term listenership of your station if you’re only building short-term relationships?
Then the web plays a role in this discussion. When ad revenue for radio is flat or down, web revenue keeps growing by the billions. BUT the content that’s being sold on the web is unique, personal and specialized. SO where’s the disconnect between the content on the web and on-air? Web has a lot of value and gives the opportunity to expand from what a radio personality is limited to doing on-air… but it’s not totally separate in the fact that it was pulled from the same originators.
I couldn’t help but think of the Pink Floyd song, “Have A Cigar” and the line:
The band is just fantastic, that is really what I think…
Oh by the way, which one’s Pink?
Keep it up Phil. I admire what you do for our business.