The Dangers Of Repetition And Repetition
August 21, 2015
by Tommy Kramer, Radio Talent Coach
Repeating a bit or a game later in the show is something that some consultants and talent coaches believe in, but I don't. Think about "Who Wants to be a Millionaire" as a good example of why.
After it was hatched in the United Kingdom, the U.S. version of the show was launched in "prime time" by ABC in August of 1999, and was originally hosted by Regis Philbin. The original network version was the highest-rated of all television shows in the 1999-2000 season, reaching an average audience of approximately 29 million viewers.
That's pretty incredible, and it made a LOT of money. But then, of course, ABC overexposed it, running it multiple times a week, and sure enough, the audience got tired of the show. It was cancelled in June of 2002. Yes, it has limped along as a daytime game show with several different hosts-I think the most recent is Chris Harrison, but they could use George Harrison-who's dead-and probably get the same results.
It's very tempting to think "If it worked once, then do it again a couple of hours later." But know that at some point that's going to come back and bite you. I've heard a lot of "paint by numbers" morning shows, and so has your listener.
Burn material like jet fuel. Constantly be trying to come up with new stuff. Artistically, creativity is a muscle, and it has to be exercised or it atrophies.
But what about "benchmarks?" If you actually have one or more (and no, "Battle of the Sexes" isn't one), run with it-but only ONCE a show. (Maybe just once a week.)