The End of the Anchor and DJ Era?

I have to think the Twilight years  are near for Anchor people and Disc Jockeys as we generally see and hear them today..  Personalities will be a component in most  situations with the exception of “environmental” channels where a musical or visual ‘ trance’ is the desired effect such as on a background music format.  But on more in-your-face programming,  that human  connection remains key,  BUT—  the Anchor and DJ function  as we know it, is on life support.  I’m not suggesting eliminating people (!)…Im talking about re-thinking what what the public hears and sees from them.  Adding to the magic of the presentation,  rather than simply being human utilities. Evolving the function and voice.

Reasons:

ANCHORS:  A couple of faces behind snappy desks with a fake picture of the skyline or a NORAD look in the backdrop reading teleprompters while bobbing their heads and chit chatting .  It’s pretty much what it is.  We’re beyond that.  we are in the era of EXPERTS and PERSONALITIES not ‘readers’….It’s interesting that much of TV doesn’t get that.  If the old way works ok,  if not— there are other ways to explore.  Some points:

–The new generation  stars are the highly opinionated personalities  you might see on Cable News, or experts as in a Tom Skilling on WGN TV or the well honed morning interaction also on WGN TV  However,  most TV continues to invest in generic faces and attitudes,  the Anchor-as-the-center-of-the universe style  and and arms race in expensive sets.

–The REAL star of TV are the pictures and sound accented by compelling human interaction

But, generic anchors and reporters often block out the magic of Television with clutter, tired  graphics,  and ponderous “TV music” not to mention scenes that are void of action or character 

–Intellect.  Mass appeal intellect.  60 Minutes seems to be doing fine with it,  despite an older reach. But why is local Television fighting it. I’m not talking Elite   …I’m talking 21st Century mass appeal intellect.  America gravities to this whether its an Apple product or a cool car…or 60 Minutes.  Intelligence sells.

(Incidentally  it’s NOT about costs…it’s about thinking.  Reinventing costs nothing and usually results in cost savings by evaluating the M.O. and finding cheaper ways to execute as part of the rethinking)

Once there’s acceptance that the Anchor behind the desk era is up for discussion ,  TV could focus on whats REALLY engaging.

a) Compelling personalities who skate the lines of PC and experts that can tell a story far better than generics.  And it’s not just weather and sports.  Imagine if a station had a Crime Bureau,  just like a Weather center. Since most of the stories seem to be crime related, that would seem to make sense.  Compartmentalizing vs. generic reading of important topics.  What was more compelling during the first Gulf War.  Schwartzkopf or a local news reader telling the story.  Rare example,  but his presentation was  symbolic of doing it differently — and more fascinating. 

b) Telling stories with stunning photography and sound.  Pulling out EVERY source of audio and video instead of relying on the one dimensional reporting.  

c) Intellect…Again.   It’s mass appeal intellect that both reports and enlightens.  Makes you smarter and shakes you out of the sameness.  

This isn’t rocket science,  this is opportunity.  As long as TV is locked into the fading  standard Anchor era and not looking to compartmentalized   (vs. generic) personality,  intellect  and cinematics—it’ll continue to give the parody makers a wealth of content.

DISC JOCKEYS: A tough subject with all of the firings lately,  but Think about it, in music radio,   some person sitting down ‘spinning discs’  and reading cards. Huh?  On Classic Rock,  its especially amusing as what can someone possibly say about Free Bird?  Well,  there are the promotional liners,  but can’t they be more effective with brilliant production?

As with TV, there’s a need for personality but I liken DJ’s to Anchors…do they add or are the irrelevant  in their current form?  The stars in radio are the morning type personalities and the talk stars…they’re SAYING something.  Radio tends to assume you MUST have a DJ for companionship or some other romantic reason. I’m not suggesting NO DJ’s on most formats as much as thinking about their function which is probably more akin to the 60’s than 2020.

I think it’s radio autopilot that assumes they must be part of the equation in their current form.  In my opinion the solution in a DJ’d music  station is COMPLETE RE-EDUCATION to what the function of a voice is on a music station instead of relying on the 80s playbook and/or hiring folks that connect,  and font just talk.   It’s not about talking more—- it’s about the art of a concise but fascinating delivery. Again enlightening….and adding meat rather than rote. Evolving the function and voice.

It’s all about SAYING SOMETHING.  When Bob Dylan did his radio show on XM,  it was enormously successful in terms of listener satisfaction and buzz.  He was a DJ,  but he SAID something…he walked you through the music…created an experience.  ADDED to the magic.  I’m just saying radio should honestly evaluate if the current form of DJ interactions where it ADDS…rather than bores, clutters or annoys. Podcasts are an example of informing and/or educating. Maybe those Two elements need to be part of radio’s presentation.

The point here gets down to addressing radio  autopilot.  Automatically assuming that the anchor model and the DJ model works.  Clearly,  it’s flawed.  But it’ll stay that way until it’s swept out of the denial closet and THOUGHT through. Again,  I’m not suggesting eliminating people!  Just the opposite!  Repositioning  and  re-educating them to meet the content challenges of 2020 and beyond.  It serves the people,  the companies and the listeners to go through this exercise.  I find it helpful to listen to great air checks from The 60’s to hear the connection.  ( even if you were born decades after- it’s an education) Then think about how that can vibe can be reinterpreted and translated into Modern  2020 culture.   you can’t design the future until you understand the past. It’s a tool for re-imagination in today’s terms. 

Media leaders might want to balance the Art of the Deal with The Art of the Product.