A couple of years ago one of the PD’s that I consult reached out and asked me for something that would juice a little noise about the morning show, tr: do something that would get people going into work and asking their coworkers “Did you hear what happened on (morning show ) today?”
You really can’t beat a show that has set the bar so high that the audience feels that if they miss JUST one morning, they may have missed something exciting.
So I took a bit that has been basically 300 and 0 at the plate, re-tooled it and presented it. “What’s the pay off? What’s the out?” this guy asked me. I explained that there wasn’t either of those and that sometimes in life there isn’t a payoff and that the next morning the show would just return to business as normal as if nothing unusual had occurred. Said consultant wanted them to get on the air and admit that it was a bit. That’s when I suggested to the PD that we might just not want to do anything rather than do something that over-the-top stupid. He agreed.