Big numbers attract big names, and big names attract big numbers – it’s a vicious but profitable cycle for the judges getting placed in panels in reality show competitions these days. In 2010, American Idol needed to replace popularly/unpopular Simon Cowell, so Fox raised the bar – and their budget – by foregoing the typical celebrity C-list and paying Jennifer Lopez $12 million to star on their show.
This move effectively ushered in the newest gimmick in reality competitions – in a bid to compete with each other in attracting larger audiences, networks have begun raising the stakes by paying for names like Christina Aguilera ($10 million for NBC’s The Voice) and Howard Stern ($15 million for NBC’s America’s Got Talent).
While it seems like there’s a lot of money that could be spent elsewhere – especially at NBC – this new marketing plan certainly has its capitalistic merits. Not only are the television and music industries mutually supporting each other – big-name judges and coaches are enjoying a surge in record sales thanks to their exposure to growing television audiences – according to Michael “Blue” Williams, a higher standard in signing emerging artists is established with “four relevant judges in front, so you’re sitting with talent judging talent.”
Those of us with hopes for a resurgence in quality, scripted programming will be delighted to know that this new ploy to build up reality competitions by casting contemporary chart-toppers is costing networks more to license a season of reality television than scripted dramas or comedies. Though the ratings are momentarily holding up for The Voice and American Idol, the cost of maintaining a cast of contemporary pop-stars is bound to become even more competitive, making the need to attract increasingly larger audiences a riskier monetary endeavour.
Anecdotally, paying for star power on the panels may be worth it. My mom watches American Idol as she hearts Steven Tyler (a weird revelation in my world, but the heart wants what the heart wants).
And I don't watch X Factor, AI, The Voice, Dancing, etc. etc. as I get antsy sitting through watching the performances. However, I will be front and center for America's Got Talent this summer on the sole basis of Stern's involvement.