With the recent incidents from Kanye West, Joe Wilson and others, what has happened to basic conversation and decency? Mike Bettelli examines some of the issues a programmer should be aware of when it comes to talking about specific topics on the air. Where a line should be drawn? What about taking sides on an issue or using certain language? And what can radio learn from Seinfeld?
Mike Bettelli
By Mike Bettelli
Congressman Joe Wilson yells “You Lie!” as President Obama speaks to congress. Serena Williams takes off on a line judge at the U.S. Open. The terms “racist” “nazi” “socialist” and “communist” are thrown around by both liberals and conservatives. Kanye West interrupts the MTV Awards because he doesn’t think Taylor Swift deserves a best video trophy. President Obama (speaking in an “off the record” conversation) refers to Kanye as a “jackass.” Glenn Beck is crying on his Fox network show about something he thinks is wrong with our country. Jon Stewart and Keith Olbermann run clips of Beck on their shows as comic relief. What’s going on here? Does the current level of conversation in our country have any room for shades of gray as opposed to black and white? Do you regularly discuss content and opinion with your air staff?
Draw The Line Somewhere
In dealing with syndicated shows and several high profile morning shows I have often been asked about limits and taking one side or another on issues. If the issue is strictly political (like Obama or McCain in the last election) there is very little for a show on radio to gain by taking one side or the other. Unless your radio station appeals to just one partisan group you stand to lose or disenfranchise almost half of your listeners.
Ratings prove that partisan radio can be successful, but there is a cost. If the content gets too caustic advertisers will go away. If you run a conservative radio station and the biggest radio advertiser in town is a progressive liberal they will likely spend their money elsewhere. You may even be threatened with a lawsuit or license challenge if the content gets too heated. Have a discussion with your staff about what issues to either stay away from or discuss from both sides without getting nasty.
The TV Filter
If they say it on network TV is it o.k. for radio? The major broadcast networks have similar guidelines to what terrestrial radio deals with. Does that mean you can get away with any word uttered on NBC, ABC, CBS or Fox? Not hardly. Radio that is heard by moms and kids in the car, accessible to anybody, people who are deeply offended by swear words or disparaging talk about religion (both pro and con) will not think twice about punching another button on their car radio if you cross these lines. When it comes to words to avoid (and there are many) it might be appropriate to come up with a list you don’t want to hear on your frequency. This might be a topic you discuss with your G.M. or station ownership to set up these guidelines. It should be a regular part of every show meeting.
The Cable/Satellite Effect
Have you watched the original programming on pay channels like HBO or Showtime? Shows like The Sopranos, True Blood and Entourage on HBO or Weeds and Californication on Showtime are not restricted to the same guidelines the broadcast networks must follow. All of the shows mentioned are Emmy Award winners. The writing and acting is first rate and these shows all enjoy high viewership. The language and violence on these shows is almost unfiltered. The surprising thing to me is that a show like Sex And The City can be edited to run on network TV without losing much of its edge. The original is more fun to watch, but the language and fuzzy video edits don’t ruin this show. In much the same way your radio talent should be able to approach any number of issues or situations without tossing out f***bombs or using any of the other words George Carlin had on his list.
As a big HBO fan I often feel a little uncomfortable for guests on Bill Maher’s show who just don’t know how to respond to some of the salty language he comes up with. The best thing about his show is his perspective on politics and topical issues in our country. Making a Senator squirm in his (or her) seat over a distasteful remark can be entertaining to a small portion of the audience, but how many viewers are feeling the conversation just took a wrong turn?
The Seinfeld Effect
The network show that ruled the 90’s was Seinfeld. The TV show about “nothing” was brilliant for a number of reasons. They tackled almost any issue you could imagine. The cast members engaged in bizarre behavior, but there was no nudity, coarse language or partisan opinions thrown around. Much like Jerry Seinfeld’s stand up comedy the human condition was the big focus. This is the kind of observational comedy and stories that radio can do so well. We didn’t even have to really like the characters on the show. We could see them all as resembling people we work with, went to school with, or had relationships with.
Turning On The Filter
Radio is an immediate medium. Showbiz stories, overnight news, shocking revelations will always be part of why listeners tune to personality radio. Some personalities may never develop that internal filter that tells them how far to go before they step over the line. As a Program Director it is part of your job to coach and help your airstaff understand what is expected of them. Have daily morning show meetings, urge talent to call anytime and kick around ideas. Expose them to entertaining content that will win listeners and ratings success for your station. Be sure to praise and reward the work that creates listener reaction in a positive way.
I’d love to hear your opinions on this article: Mike Bettelli is a Programmer/Consultant and Partner with The New Broadcast Partners. He can be reached at: 206-849-2456, mike@thenewbp.com or www.thenewbp.com
