Friday, January 16, 2009

What's Your Local?


Haven't you heard so many times that the way to keep listeners is by being 'local'?
Local content and local presenters hold the key. People who live in your TSA and know your TSA.
What's going on then with the whole Ryan Seacrest thing? The man is everywhere! Now don't get me wrong - fair play to him. He's the morning guy in LA and is on every other radio station in North America (practically) as well as hitting the UK. Who wouldn't be happy with that?

My question: Is he that good? Is he that much cheaper than a local talent?

OK, he delivers a slick, tight product with showbiz interviews and insights that can't be accessed by your guy. But can he relate? Is a generic show going to do for you what a local talent can't? We'll see, I guess. I'm just a little bit confused. If syndicating works to this scale then why not just syndicate every show on every station...is local the wrong way to think? Maybe listeners don't actually care where in the world the show comes from so long as they're entertained.
Meantime Ryan joins the line-up of newly re-formatted KNBL-FM in Kansas City (KISSFM). Actually three dayparts are formatted on this Adult CHR : Mornings with Kid Kraddick, Seacrest in afternoons and Kim Iverson at night.
Italic
Phew. Will listeners notice? Will listeners care???