by Tracy Johnson
If a radio show can be known for just one thing, what would you choose? It’s a pretty easy answer. Research proves making listeners laugh is the most valuable attribute of all characteristics on the air. But being truly funny is easier said than done. Fortunately, here’s a solution that works for just about all radio shows: The Phone Jibba.
Brooke and Jubal build a franchise on prank calls. Jubal’s Phone Taps are hilarious, and drove the show from #10 to #1 as a local show in Seattle, then in syndication.
The phone jibba is a prank call feature. Prank calls and features about relationships are the most popular on the radio. But weak or inconsistent prank calls are dangerous.
And that’s usually the problem. Most prank calls are either not funny or mildly humorous. Or, they may be funny but not have a compelling story to lead listeners through the feature.
And they’re hard to do well. That’s why even personalities who are good at prank calls often just do them once a week. But that doesn’t work.
To be successful, a prank call feature needs to be on every single day, and that’s a grind. Doing it once (or even twice) a week won’t get it done.
Coming up with ideas each day, creating a truly funny prank call and delivering a consistent feature day after day is hard. Most stations slam into a creative wall.
One of my client stations was competing with a new upstart morning show. They sounded good, but were far behind our station. Research showed that their show was growing, but all of the progress was because of their prank call feature. It wasn’t just their most popular segment. It was the single most popular feature in the entire market.
Suddenly, to our surprise, they stopped doing it. We couldn’t believe our good fortune. Why would they take off the one thing that was keeping us up at night? We later learned it was because they simply ran out of ideas after a couple of months. They couldn’t keep it going.
The Phone Jibba is a feature created by Rick Morton, host of the top-rated morning show Morton In the Morning on Z90/San Diego. The feature has been the primary driving force behind the show’s success.
You’re probably wondering about the name: What’s a Jibba? It’s simply a made-up name that catches on very quickly.
The Phone Jibba is a wildly successful feature. Here’s an example of what a few episodes sound like on the air:
The Jibba works for Morton because of several key factors:
It’s not easy creating a daily, high profile and truly funny feature. It takes a lot of time to create the finished product. But it’s worth it.
Here’s a terrific example of how it can sound on the air with the Blaine Fowler Morning Show on WDVD/Detroit.
Notice how the show creatively uses the promo (provided for each episode) as a horizontal tease for the next day. Brilliant execution.
Here’s the great news for you. The Phone Jibba can be on your show. It’s now available in syndication on a market exclusive basis.
Each weekday, you get several options to fit the show:
The Phone Jibba is a feature that could become the One Thing you become known for. This is a great way to add a daily funny element to your show. It works for multiple personality shows, and can be a terrific addition if you’re a solo show.
Syndicated features are a great way to add personality to a radio show, and this is one of the best I’ve ever heard.
If your station wants to grow an image for being funny, this is a great way to get a head start. If it’s available in your market, try to get on it as soon as you can.
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