DANNY CZEKALINSKI

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The Charlie Sheen media circus peaked for me this past weekend.  In my opinion it was because he didn’t live up to the hype.  I know he was on every single TV show.  Every magazine has him on the cover.  Will the same be said in two weeks?  Absolutely not.  For me. the peak of the Sheen hysteria was when he tweeted to tune Saturday night at 10PM for Sheen’s Korner.  Charlie was taking you inside his house.  Charlie was taking over the internet.  I made sure to be home at 10PM and I tuned in.  There were bandwidth problems and everyone kept getting knocked off.  High volume..I get it.  I still thought if I didn’t see this then I was missing something.  I got up on Sunday morning and found the hour-long show on the internet and I eagerly clicked play.  What the f**k is this?  Those were my first thoughts ten minutes into it.  If you’re gonna make the noise then back up the hype.  Have something planned.  Show people your house.  Show us something that hasn’t been seen or heard in previous interviews.  Have your “goddesses” compete in current events trivia.  Set up an obstacle course in your house.  Do ANYTHING but sit in your office with a bunch of hangers-on laughing at everything you say.  Is this YOUR morning show.  Do they back up the hype?  If not…you’re probably not winning…or you’ll be losing very soon.

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Passion is not just for lovers.  Passion is a key ingredient for success in your station’s morning show.  Does your morning show volunteer to go on a sales call when a client isn’t sure if they will buy your radio station?  Does your morning show eagerly volunteer to host an appearance that will put them in front of potential new listeners but will not pay them a talent fee?  Does your morning help brainstorm a sales promotion that will actually benefit the programming department by making turning the promotion into something that isn’t “clutter?”  If you answered “no” to any of these questions then you need to question the “passion” that your morning team has, or in this case, severely lacks.

Radio is a fun business but the bottom line is it’s still a business.  The great thing about passion is it is highly contagious.  Show me a station that has passion in the halls and I will show you a winning station.  Does YOUR station have the passion?

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When someone tunes into your radio station they have made a decision.  They also will make a decision when to tune out.  Good content will win every time.  This is what makes a great air-personality invaluable to a radio station.  If your station is going to play a ton of music then what separates your station from MY iPod.  Everyone that owns an iPod is their own Program Director.  Ask a teenager today what their favorite radio station is and they more than likely won’t have an answer.  Ask the same teenager what their favorite TV show is and they will have many answers.  TV shows supply content.  Is there content on YOUR radio station.  If not…..then all you really have is a very big iPod.