The “setup” or the “tease” has always been one of the pillars of programming be it in radio or a television news cast. In both mediums it has always been about keeping the audience as long as possible-mainly to get them past the commercial break, or into the next quarter hour. When radio and TV where the only immediate information providers around - that strategy worked fine. But with all the available media choices and channels today- the “tease” is continuing to lose some of its value and effectiveness. As PPM has shown us- in some cases it can actually do the opposite and act as a cue for the listener to bolt, because it’s a sign that “Uhh ohh..Here comes another 5 minutes of commercials…I’m outta here!”
We now live in a “want it now” world where we just don’t have to wait around anymore for information that we want right away. The ability to get local news, weather, sports scores, and financial information pushed to your phone means you don’t have to sit through a half hour TV news cast to pick up bits and pieces of your local weather forecast before they actually deliver the complete forecast towards the end of the newscast. It also means that you don’t have to wait for the local forecast on your favorite radio station to be delivered at the top or bottom of the hour either. The “tease” hasn’t totally lost its luster as it still works in a less urgent setting-such as teasing a new artist coming up in the next music sweep, or a great winner reaction. But as far as breaking news and information goes-why wait to get it pushed to you when you can Google it?
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