Ryan Seacrest

This interview originally appeared in the MIPTV 2013 issue of World Screen.

 

To millions of viewers around the world, Ryan Seacrest is known in connection with American Idol. Yes, he is the host of what is arguably the most successful talent competition on television, but he is so much more: presenter, producer, philanthropist, entrepreneur and one of the main arbiters of popular culture in the U.S. After all, he is the one who discovered the Kardashians and propelled them to international notoriety!

 

As a young boy growing up in Georgia, Seacrest set his sights on a career in entertainment and vowed to follow in the steps of two broadcasting legends, who later became his mentors: the radio and TV personality Dick Clark, host of American Bandstand, and the television host and media entrepreneur Merv Griffin.

 

Seacrest has remained true to his goals. Today, besides American Idol, which he has been with since the show’s launch, in 2002, he is the host and executive producer of Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, which airs on ABC. He also has a wide-ranging deal with NBCUniversal that includes on-air and producing duties at NBC and E! On the radio, Seacrest hosts On Air with Ryan Seacrest, the nationally syndicated Los Angeles morning drive-time show for Clear Channel’s 102.7 KIIS-FM, as well as the nationally syndicated American Top 40 radio show.

 

Seacrest is equally active, if not more so, behind the scenes. He set up Ryan Seacrest Productions (RSP) in 2006. It produces unscripted, scripted and digital programming, including Keeping Up with the Kardashians on E! and its spin-offs Kourtney & Kim Take Miami and Khloé & Lamar, as well as Married to Jonas on E! and Shahs of Sunset on Bravo. It also produced Jamie Oliver’s Food Revolution on ABC.

 

As an entrepreneur, Seacrest has recently made a number of investments in media and entertainment companies, including the marketing services concern Civic Entertainment Group and Mark Cuban’s cable channel, AXS TV. He also has partnerships with top brands such as Coca-Cola, Procter & Gamble and Ford.

 

As busy as he is hosting, executive producing and expanding his company, Seacrest always finds time for his Ryan Seacrest Foundation, a non-profit dedicated to improving the lives of seriously ill and injured children.

 

Behind the familiar face and voice is a driving ambition and relentless work ethic. Seacrest shares with World Screen his passion for his work and his vision for building what many are calling a modern-day media empire.

 

WS: You are widely credited with having been a constant, stabilizing presence through the years—and different judges—on American Idol. What has American Idol meant to your career?

SEACREST: American Idol is such a huge part of my life now—after 12 seasons, though, you start losing track of all the time that has passed. But I can’t really imagine my days without it.

 

I suppose that I’ve been one of the constants on the show, since there have been [different] judges and format adjustments along the way. However, there are countless other people involved with the show. The people behind the scenes that have been with Idol from the start—passionate producers, crew, and FOX executives—really deserve most of the credit for its perennial success. 

 

WS: How has American Idol changed television in America?

SEACREST: That’s an interesting question. For one thing, other than American Bandstand, I don’t believe there has been any other program that has sparked the careers of major stars such as Kelly Clarkson, Carrie Underwood, Phillip Phillips and so many others. But the other thing the show has done is to push the popularity of the music competition format around the world, which is evidenced by all the other shows on the air now, although none have quite reached the audience and success of Idol.

 

WS: How have you been able to keep your finger so securely on the pulse of popular culture in this country? 

SEACREST: I began my career in radio at a very young age, and I think it’s always been a source of inspiration. Music is an incredibly accurate reflection of what’s going on in our culture, and with the increasing onset of technology and various distribution platforms, music’s influence travels faster and farther than ever before.

 

My local and national radio shows keep me in touch with what’s going on in the world of music but also in the world at large. Music encourages such an intimate connection to listeners. They really share and interact with us honestly and openly, telling us what they are interested in, what their concerns are in their interpersonal relationships, what they are passionate about, including everything from movies to fashion to issues to politics. It’s a fascinating daily lens.

 

WS: When considering personalities, such as the Kardashians or Melissa Rycroft, or show concepts like Shahs of Sunset, what elements does a show have to have for you to think it has potential to succeed?

SEACREST: Any honest producer would tell you that success in television is a bit of mystery and a little bit of luck. More seriously speaking, it’s hard to describe a specific winning combination. But I do think we just try to tell interesting and relatable stories with strong characters that stand out. We also try to give audiences something they haven’t seen before.

 

WS: What plans do you have for branching out into other types of programming—dramas, comedies or movies?

SEACREST: I’m super excited about our expansion into scripted programming. We brought in an extremely talented, experienced executive, Nina Wass, to run that division, and she has already hit the ground running. We have several shows in development—both dramas and comedies—and one pilot at ABC. And we also have two movies in development—one at Universal and the other at Paramount.

 

WS: You have made radio and tele­vision the centerpieces of your business. Why have you bet so strongly on “traditional” media like radio and television, even while digital platforms continue to grow in popularity?

SEACREST: Our radio and TV businesses are the backbone of our company; that goes without saying. But I don’t think we’ve ever ignored emerging platforms. We’re currently stepping up production of original online programming because the distribution platforms have evolved considerably, but our core business remains in focus—we’re in the entertainment content business.

 

We use digital and social media platforms to support both radio and TV programs that I’m involved with on air or producing at RSP. We have amassed large followings on Twitter, Facebook and Instagram, as we view these platforms as authentic extensions of my voice or important amplifications of our radio and TV shows, so we can connect with the fans more directly. My website, RyanSeacrest.com, and YouTube channel are also major platforms for us.

 

We try new entries into the digital space early on to see if it can augment our content and communication in interesting ways. Pinterest is something we got involved in early on, and had a lot of fun with it. I found it so interesting that I’ve made an investment in it.

 

I plan to be making more investments in technology, as I believe entertainment and technology are more interconnected than ever before, and I want to make sure that we are on the front lines of this progression.

 

WS: What plans do you have for the channel AXS, formerly HDNet?

SEACREST: I am strictly an investor. Mark Cuban is really the visionary at AXS. That said, I can share that this year AXS TV is positioned to bring even more live music events with in-depth coverage and music. They have more live concerts than any other network, and have brought viewers events from 3 Doors Down and Daughtry, Incubus and Linkin Park, Aerosmith, R. Kelly, Sara Evans, Pitbull and many more.

 

WS: You recently acquired a majority stake in the marketing-services agency Civic Entertainment Group. What appealed to you about the company? How does it fit into your portfolio of businesses? What plans do you have for creating events?

SEACREST: I’m very excited that Seacrest Global Group acquired Civic Entertainment Group (CEG) as it complements our existing businesses quite well. CEG co-founders and CEOs Stuart Ruderfer and David Cohn have a terrific combination of business acumen and creativity. They’ve worked [with] major brands in the entertainment, sports, communications, banking and travel sectors, including HBO, NFL, ESPN, NBC­Universal, Turner (TNT, CNN), HISTORY, A&E, Martha Stewart Living Omnimedia, among many others.

 

Having CEG as part of our portfolio brings together content creation with emerging media/tech platforms and integrated marketing services. Many have talked about connecting content, clients and brand activation across media. Our combination can achieve that vision, offering something genuinely unique. For example, CEG is already working on an activation for American Idol for FOX, and will likely be working with Ford, one of my brand partners. 

 

WS: You have secured a $300-million investment commitment from Bain Capital and Thomas H. Lee Partners. Are you looking to make more media acquisitions?
SEACREST: The commitment that these private-equity firms made for investments with us is focused on large-scale targets worth about $300 million or more from around the world. We did participate in the auction surrounding the sale of Dick Clark Productions last year, but we ultimately withdrew. Seacrest Global Group is really the entity that is focused on more modest investments to help build our portfolio of existing assets strategically. 

 

WS: The Comcast takeover of NBCUniversal has opened up new opportunities for you as a special correspondent on Today and with NBC’s coverage of the Olympic games. What other opportunities do you want to pursue at NBC?

SEACREST: Right now I just want to keep doing what I am doing at NBCUniversal. They gave me a tremendous opportunity to explore some different things. I’m working with NBC News and the Today show. I worked with NBC Sports on the Olympics, which was an incredible experience. I also continue to work with E! News on their red-carpet events and other news specials.

 

WS: You’ve said that Dick Clark and Merv Griffin have been mentors for you. What did you learn from them?

SEACREST: What I learned from both of them was that business was just as important as being on camera, and I have followed that model in my own professional life. They both had interesting and successful careers that were extremely diverse, and I’ve tried to emulate that strategy as much as possible. 

 

WS: You’ve made a strong commitment to giving back. Tell us about the Ryan Seacrest Foundation (RSF) and its initiatives. Why are they important?

SEACREST: Yes, I think creating RSF was the most important thing I’ve ever done. Throughout my life I’ve visited numerous hospitals across the country that have the weighty task of caring for children facing life-threatening illness or injury. As a result of my experiences at these hospitals, I wanted to have a more lasting impact on children’s lives. Over a dinner with my family, I decided to create a foundation that would lift the spirits of hospitalized kids. Along with my parents and my sister, I created a non-profit organization dedicated to inspiring today’s youth through entertainment and education-focused initiatives. Our foundation’s first initiative is to build broadcast media centers, named Seacrest Studios, in children’s hospitals across the country, allowing for patients to interact with a state-of-the-art radio/TV studio and meet some of the biggest stars in entertainment. 

 

The aim of Seacrest Studios is to contribute positively to the healing process. I’ve heard from many families that the studios are an uplifting distraction, and I’m so thrilled to see how positively they have been received. We currently have studios in Atlanta, Philadelphia and Dallas, with more planned to open in Orange County, California; Charlotte; Cincinnati; and Boston, among others.