Tee-Roy This is What We've Been Thinking, Voice Tracking #FAIL
Who's fault is it when Clear Channel radio personality Tee-Roy introduces a new song on a new station in Philly called "The Beat"?
Is there no wonder why radio lacks the talent it once had when stations import personalities from other markets to make them seem like they are in a local market through voice tracking. This translates in fewer opportunities available for a radio personality to develop their craft. Program directors throughout the country are frustrated because they can't find radio personalities to staff their stations. Smaller markets are no longer providing the talent for the major markets. The proving ground is now on Sirius XM Radio. It's where Power 99's morning host Mina SayWhat and Clear Channel's The Breakfast Club and Power 105.1 host Angela Yee developed into major market personalities.
Now the top rated stations in any market even with an Urban format don't voice track. One reason, when you look at stations like V-103 in Atlanta and WHUR in D.C. are consistently ratings winners is that listeners connect with the on-air personality in their city. When you look at stations that don't do so well, you will find that some daypart is syndicated. This practice runs rampant throughout the two companies that run the majority of the urban radio stations in the country--Clear Channel and Radio One.
Voice tracking and syndication are cost effective measures that improve a station's bottom line albeit in the short run. Syndicated radio programs like Steve Harvey, Rickey Smiley, and Tom Joyner is one thing that listeners are aware of, however when it comes to voice tracking, we feel that little bit of deception is not lost on the listeners over all engagement with a station. So ultimately it does affect the bottom line.
Why else would listeners feel that Pandora is a viable option when listening to the radio?
(By the way... just wondering... Does Pandora consider the number of listeners that create 25 different stations, so they can avoid listening to commercials?)
Is voice tracking something the industry should celebrate via instagram?