Debates rage about the value of being local. Some claim that winning radio has less to do with geography than with entertainment value. That’s true. If you’re not entertaining, you can’t play the game. Being local doesn’t beat being good. But the leverage for great local content has never been higher in the Pyramid Of Awesome. The landscape is shifting.
As broadcasters continue to reduce staff and seemingly endless budget cuts affect talented broadcasters, iHeartMedia Chairman and CEO Bob Pittman had a strong comment about the future of personality radio and the value of being local.
Pittman said:
Great talent are great talent because people all wanna be their friends. When you look at Ryan Seacrest, he’s America’s favorite friend. Everybody wants to be his friend. Or Charlamagne tha God or Bobby Bones.
There’s not a slot for everybody. Just because [talent] was willing to live in the market, doesn’t assure that they’re the best person for that slot.
Debates rage over the value of being local, but Pittman’s comment underscores that compelling personalities have more to do with entertainment value than with geography. He’s right, but local remains critical. Right?
