Hubris And The Perils Of Star Power

Michael Hedges September 6, 2018 Follow on Twitter

Anybody hanging around the radio and television world for more than a blink learns that show hosts have a finite product life cycle. Audiences change. Popularity - or notoriety - can stretch longevity only so far. Good managers know this.

Big UK radio and TV star Chris Evans announced this week (September 3) - on Twitter, of course - his impending departure from BBC Radio 2, where he has been a show host for more than a dozen years. Details further clarified he’d be joining Virgin Radio shortly before the new year. He has been the top or nearly top paid BBC performer for several years. The move had been widely rumored for at least a year.

A little context: commercial broadcasters and certain newspaper publishers - and the politicians who love them - have exerted considerable pressure on BBC management to fully disclose compensation of DJs and show hosts, including news anchors. The BBC resisted citing competitive issues. Women employed by the BBC pushed further and forced disclosures that revealed considerable gender inequality. Highly paid male show hosts and “presenters” - to use that awful British designation - were pressured to take pay-cuts to alleviate the disparity. Some did. Some quit. The BBC was able to reduce its payroll costs as commercial broadcasters, now knowing how much the top stars are paid, poached several.

The current iteration of Virgin Radio is owned by The Wireless Group, acquired last year by publisher News UK, which in turn is owned by the Murdoch family. It has only been on the air since 2016. Effectively, it has no ratings. Entertainment-oriented BBC Radio 2 has been the top rated national radio channel for years led by Mr. Evans morning show. (See UK RAJAR national radio audience estimates trend chart here) Richard Branson continues to own the intellectual property rights to the Virgin Radio name and may have been instrumental in Mr. Evans hiring.

Mr. Evans not only starred on a previous iteration of Virgin Radio, he owned it in the later 1990s, flipping it for considerable profit. He quit the morning show in a huff in 2001 and, after a period of grace, joined BBC Radio 2. The old Virgin Radio, a national channel originally on the AM/MW platform, changed owners a few times and is now Absolute Radio, owned by German media house Bauer Media.

Considered something of a workaholic, Mr. Evans joined the cast of BBC TV show Top Gear in a starring role after the previous star, then the BBCs top earning performer Jeremy Clarkson, was dismissed for certain personnel issues. Mr. Evans lasted a year after British motor-heads revolted. Mr. Clarkson created a new motor-head show for Amazon Prime. That show has effectively disappeared into the mirth of digital TV and the changing tastes of viewers. Top Gear continues in sindication as a top profit center for commercial arm BBC Worldwide.

Mr. Evans move to this iteration of Virgin Radio, if listeners are motivated to follow, could be a major boost for commercial digital radio supporters. The channel is only available on a range of digital platforms, including DAB (digital audio broadcasting) and not AM/MW or FM. Digital platforms now comprise half all UK radio listening. DAB listening appears stalled at 36% to 37%, online and mobile phone listening smaller but growing faster. All UK national and pseudo-national radio channels, BBC and commercial, have fully embraced digital platforms. The only digital-only channel to approach the top ten nationally is BBC 6Music. In about a year star-power versus brand power will be fully tested.

See also in ftm Hot Topics

• The BBC

• Digital Radio