A New Age of Star-Studded Radio Shows

A few years back the major TV networks decided that they would strike ratings gold if they built shows around movie stars. Bette Midler and Geena Davis got their own sitcoms (Davis publicized the latter by wearing a see-through dress to the Emmys). Gabriel Byrne had a drama built around him. Gina Gershon (Bound, Showgirls) starred in a drama called Snoops. James Cameron (a star behind the camera) created Dark Angel which lasted two seasons.

The idea was that viewers would recognize the big names and tune in. It was a quick fix strategy that failed, by and large. ABC even gave Geena Davis another show last year (Commander in Chief), only to cancel it after one season.

Radio has, for the most part, shied away from this strategy. Most of the ratings powerhouses have risen through the ranks. Yeah, there have been shows hosted by non-radio celebrities. Hell, I still remember the Soupy Sales Show on WNBC that aired between Imus and Howard Stern back in the early 80s. Joan Rivers had a show on WOR.

Speaking of Howard Stern, his departure from terrestrial radio sparked a fire under some asses in the radio industry. Suddenly, there was a lot of audience up for grabs in some big markets for the first time in 10, 15 and even 20 years.

The quick fix solution? Hire celebrities to do morning shows! Howard's former employer, CBS Radio installed David Lee Roth and Penn Jillette, among others, for some of their own stations. Well, David Lee Roth went through a rather well publicized flame out, after only one ratings book. Howard's other direct replacements aren't doing well either.

Clear Channel has given Whoopi Goldberg her own show. Whoopi freakin' Goldberg! She isn't meant to be a direct competitor for Howard's old audience, just someone trying fill the ratings void. In fact, her show will target women listeners.

When was the last time she was successful at something? She's one of those celebrities that gets handed opportunity after opportunity, even though she continues to fail. And I expect the same for her radio show. But, maybe I shouldn't be passing judgement without having heard the show.

Why weren't radio programmers prepared for this moment? Howard was threatening retirement for years before he finally left. NBC knew that Johnny Carson wasn't going to be around forever. So, they had Letterman and Leno waiting in the wings. Instead of cultivating talent that could have one day stepped into Howard's shoes, the big radio companies cleaned house during the aftermath of Janet Jackson's wardrobe malfunction.

So, what's next? More celebrity shows? If Whoopi's initial ratings are impressive enough, then yeah. But, in the long run, the ratings won't be there. Doing a daily morning show is a lot of work, and the Whoopis of the world are going to start to wonder if it's worth it. Maybe then we'll see a return to developing strong radio talent.

But, then again, I hear Geena Davis is available for a morning show.