Ted Koppel and Howard Stern, an unlikely pair, are separately demonstrating a law of the new, fragmented media world: Established media stars now have the liberty to pursue their dreams and a multitude of outlets on which to display their talents.
A corollary, still being tested: Those stars will take their audiences with them.
Stern switched to satellite radio and continues to mine the titillating, junior high humor that has made his commercial radio persona a hit with a certain slice of the male demographic for years. Without the government monitoring his words (and lewd sounds), he’s free to be himself on Sirius Satellite radio. So far, he’s attracted 1.1 million new, paying listeners. Perhaps it’s a gimmick – Sirius is paying him $500 million over five years to find out – but the idea is to use Stern as a lure to the new technology.
Koppel announced last week that he’ll follow his quarter-century “Nightline” reign and 42-year ABC News service with new gigs at National Public Radio and The New York Times.
Starting Jan. 29, Koppel will be a Times columnist with a periodic spot on the op-ed page. Come June, Koppel will provide weekly commentary to NPR’s “Morning Edition” and “All Things Considered” along with the new midday magazine “Day to Day.” He also will serve as an analyst during breaking news and special events and be part of the NPR web presence.
He’ll trade the one-stop shopping of ABC News’ mass audiences for substantial and more plugged-in “decision-maker” audiences at the Times and NPR: some 5 million daily Times readers and 26 million weekly NPR listeners.
Far from the commercial network front lines, Koppel won’t have to worry about courting advertisers. He won’t need to check overnight ratings, compete with more frivolous colleagues or the entertainment division, or defend story choices from the wrath of affiliates.
As a columnist/commentator he’ll enjoy more freedom and more clout.
Meanwhile, Koppel and his graying Howdy Doody hair still will be on television, at a cable outpost. He and the Discovery Channel recently announced their new association: Koppel will be a managing editor in a new unit, along with his longtime executive producer Tom Bettag and eight “Nightline” staffers, producing long-form programming exclusively for the cable channel. This after a much rumored flirtation with HBO and its documentary film unit.
The once-revered “Nightline” remains in flux. Last fall, when Koppel left saying he was pursuing other options, ABC named Martin Bashir, Cynthia McFadden and Terry Moran as an anchor triumvirate to succeed him. The network intends to rework the show to try to lure younger audiences. So far, it’s just another magazine show. If it doesn’t do well in the ratings it will be dismantled and replaced by something even lighter. A line of comedians presumably waits to audition.
Koppel and Stern exemplify two bright media stars – albeit working in different constellations – looking for their own chosen paths in an expanding media universe.
They’re giving up the strictures of their old-media jobs, stretching out in new niches.
Of the two, Stern’s is the leap of faith, requiring his audience to pay for satellite service when, really, they could hear David Lee Roth for free and pocket the $13 a month as extra beer money.
Koppel’s is the less risky shift.
Think about it: Koppel probably could have gotten away with going to a pay service, like HBO, since his audience is as loyal as Stern’s and, moreover, boasts extra discretionary income. The affluent, educated pay-cable audience is more inclined to watch a serious documentary than ABC’s non-paying, commercial-watching mass audience. But for now, Koppel chose to stay in the free radio world and the basic cable world of Discovery.
Channels, sites and gizmos are proliferating. Consumers are proving willing to pay for subscriptions, whether for radio services or for online journalism sites like Times Select. To serve them, and to fulfill their own aspirations, more talents as diverse as Stern and
Koppel are going to find niches in new places.
TV critic Joanne Ostrow can be reached at 303-820-1830 or jostrow@denverpost.com.
