Is it live or, is it Memorex?

Do you remember that ad campaign from Memorex tape? The campaign was promoting cassette recording tapes. The assertion was that the quality of the tape was as good as a live performance.I'm guessing you're over 40 if you remember.

Fred Jacobs blogged today that more TV viewing is done on a delayed basis. Jacobs points to data that suggests that it is not rare for most of the audience for Fox's Glee is watching after the fact on DVR's or On Demand.

Fred says that radio's live quality is unique.

"If you think about it, radio looks like it may end up being the last live broadcast medium.  Not only is radio more personal – chances are you’re listening by yourself – but it also has that live, you-never-know-what’s-going-to-happen next feeling."

I'm in agreement. That feeling can be lost with voice tracking. The immediacy can be lost too. Voice tracking on weekends and at night is a great way to save money. But, if a line of thunderstorms rolls through or, if a tornado touches down or, if there's an earthquake. The fact that you have a lot of listeners on Saturday morning should be enough motivation to be live and engaging.  That opportunity to be engaging is lost with voice tracking. 

In public radio, voice tracking can kill the fund drive too. If the talent is unable to interact and react to the content or update the challenge...the immediacy and urgency is lost. At least, that has been my experience.

Engaging the audience is an important element of the radio experience. I was taught that radio is a personal medium. I was taught that the companionship of radio is important to the listener. That companionship can be lost when thinking about the bottom line or the convenience of the staff. Think carefully about when voice tracking can be used. The decision might be penny wise but pound foolish. Turn your audience away and it will affect listening. Diminished listening and you will diminish listener support.