RELENTLESS RADIO

 

Author:	Dave Cruse
Published:	May, 2000

 

I was 14. At 14, not much will motivate you enough to get up early during the summer. I didn't have to go to school. I had no job. Yet my infatuation was strong enough to make me set my alarm every weekday morning. This was unlike anything I had experienced before. I couldn't just ignore it. I had to feed this longing. I know what you're thinking. He was 14. It's either hormones or hunger. Nope. It was Ross and Wilson. They were live every weekday on WJBO. Ross and Wilson were funny, entertaining, unique and extremely good at what they did. I knew that if I slept too late, I would miss something good. I haven't felt like that in a long time. Not too long after my radical devotion to Ross and Wilson began, they moved on to Atlanta, I think. Ross Brittain eventually developed the "Zoo" format with Scott Shannon. That is when Radio invented cloning. Soon stations all over the country started to imitate even mimic the "Zoo". Scientists may have cloned a sheep and named her Dolly, but we'd already been making radio clones for years. So how do we avoid the "Dolly" Syndrome? I'm glad you asked. Ladies and Gentiles, it's time to take a look at what I call the 10 Commandments of Distinctiveness. 1. Aircheck your competition "Wait a minute, I thought these were supposed to be commandments on being distinctive. " Ahhh you are correct grasshopper. In learning to be distinctive, you must first know what your competition is doing. Find out what games they play. Are they very local or more regional? How do they interact with callers? Find out what they do. What are their strengths and weaknesses? Once you've gotten to know the other team. Craft a game plan of your own. When they "zig" you "zag". 2. Get to know your audience Find out what your listeners enjoy doing and find ways to work that into your chatter. What are they doing when they listen to your show? At what time are they most likely sitting at the table for breakfast, or do they eat on the run? When are they in the car? How long is the commute? What time are the moms usually taking the kids to school? Is there something happening in the community that has captured people's attention? What's their take on it?  Asking these questions will help you plug in to the world your audience lives in. You'll be talking about things that they really relate to and not just telling the latest "wacky but true" story to fill time. Knowing where they are and what they are doing throughout the morning will also help you determine what bits and breaks will fit best in each portion of the show. 3. Prepare your show Have you ever watched a bicycle race? Those guys don't ride like we do. They never coast. It's all out, all the time. They even pedal hard DOWNHILL! Do you know why? They know if they ease up, someone is going to pass them. Preparation is what gives your show direction and momentum. You might be able to coast occasionally, but how long before you lose speed and somebody passes you? Put together a road map for the show every day. Look at hot topics for discussion, possible subjects for folly or parody. Write and produce any bits you want to use. Choose your contests and trivia questions. Have a plan of action before the first song starts. If you aren't preparing your show, you won't be distinctive. You'll sound just like too many others on the dial just going through the motions. 4. Play to your strengths This works for teams or solo shows. If you are warm and fuzzy, charm that audience. If you're naturally witty, put 'em in stitches. If you are exceptionally good at writing and producing parody spots and songs, do it often. If you have a couple of characters that you actually do well, make them part of what sets your show apart.  A quick word of caution here. When trying to find your strengths, don't assume anything. Do you remember the Gong Show? Most of the people who were "gonged" on that show, stepped on that stage intending to win. Ask people you respect to help you determine what you really do well and develop that. While you're at it, remember commandment number 2. 5. Take the audience places no one else can This can be anything from a very unique remote broadcast to an artist interview that goes beyond the simple "Tell me about your latest, blah, blah, blah". I've surprised artists in interviews with phone calls from label execs, their old High School football coaches, even the family that sold them their first car. Do the unexpected and the audience and artists will both a have a moment they'll remember for a lifetime.  6. Use the phones When you do a contest or throw out a phoner topic, spend some time with the person that calls in. You may find a gold nugget or two. Great phone interaction and properly edited calls can not only be fun, it encourages the audience to actively invest in the show. Want to buy loyalty? Encourage ownership. Let the audience feel like they are a part of the show. 7. Edit those calls You don't want to let the audience drive all the content. It's still your show. Don't feel like you have to use everything. It's all about entertaining the audience. Don't be afraid to record 5 minutes and use only 10 seconds. 8. Use produced elements Develop a "feel" for your show. Everything you use from drops to liners to bumper music and jingles should fit that "feel". It's a great way to set the tone and personality that will set your show apart. 9. Listen to people you respect This isn't to say that you want to mimic other people's shows, but you can look for ideas that you can adapt to your own personality. If you hear something you like, find a way to make it your own. There's no shame in looking to others for inspiration. The problem comes when it becomes imitation. 10. Aircheck your show Critique your bits, your delivery, nit-pick that show. Always look for ways to improve your performance. Never allow yourself to be satisfied with what you're doing. Eliminate things that aren't working and improve the things that are. Remember, The champions are the ones the keep pedaling, even on the downhill side of the mountain.

 

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