Radio Today

Great Talent Matters

The biggest thing that will separate a radio station from the pack, besides the right strategy for the market is great talent.

The really great talent who truly make a difference are worth every cent they're paid and there are great rewards for those who do make it. In particular, great breakfast talent is difficult to find and develop, and even harder to replace.
 


Great talent offer something different and unique. They stand out and are memorable. They are relatable, authentic and importantly true to themselves. They tend to have character as opposed to personality.

Listeners can tell the difference!

Having the right talent combinations will make or break a show ....Talent need to complement each other and their roles in the show need to be clearly defined and understood by the audience. Whilst listeners can be loyal to a radio station brand they will become more loyal to a great on-air talent who is compelling to listen to, who gets noticed, who gets talked about and who cuts through. They create the best marketing possible - word of mouth and quotability. Through on-air promotion and leveraging their daily content a personalities 'brand' builds and contributes to the stations overall image.



Having the right talent is only the start. They wont be successful without effective direction, coaching and management . Great talent, no matter how good they are, only work well with strong direction and good coaching.
 
The worlds biggest movie stars always work with a director. TV personalities are used to working with a director. Athletes and sports stars get coached. The relationship between the Content Director, Executive Producer and the talent is critical. Without the right direction and coaching the talent can never be expected to fulfil their potential.
 


The best radio shows take time to find an audience. Unlike television where the next show is ready to go, it takes a while to change a radio listeners habits. The old adage 'imagine how long its going to take - then double it' is especially true for 
new Breakfast shows in competitive markets.
 


The great talent create a more 'saleable' environment . Buying ads around or integrating with powerful, compelling  talent will achieve better cut through and should get better results for advertisers.

When people meters finally get the go ahead in Australia, great talent and compelling content and shows will become even more important as ratings will not be driven by recall and perception, but rather by actual listening.


The great talent I hear on air on FM radio today (in no particular order) are Kyle and Jackie, Meshell Laurie, Amanda Keller, Fitzy and Wippa, Matt Tilley, Hamish & Andy,  Dave Hughes, Fifi Box and the best of the newcomers being Will and Woody. They're all unique, authentic and put ' themselves ' out there every day.


 

 

 

Brad March

 

Published on Published on Thursday, 16 February 2012 06:30



Mike(3:40am 22 Feb 2012)
Hi Brad,

Great notes on the talent issues when building a team for major markets.

One question for you around defending the brand of any station. With the last 12 months seeing 2Day FM's breakfast show getting some attention for comments that might lead to brand damage.

What is the "tipping point" for when that brand becomes tarnished?
brad march(8:54am 22 Feb 2012)
Mike

That would be best judged through use of perceptual research. I would doubt the 2day brand would be too tarnished by recent ' comments '.

At a certain point it becomes a commercial consideration.

Brad
Paul Hayes(16:48pm 24 Feb 2012)
Totally agree with your article... Kyle and Jackie are world-class and one of, if not the best Breakfast shows I've heard anywhere.
Anonymous(10:22am 27 Feb 2012)
Thanks a great read. Some really good insights into whats expected in a high level programming role.

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Canberra Ratings

1 104.7 17.3 (17.5) SCA
2 Mix 106.3 16.8 (15.9) SCA
3 ABC666 16.4 (15.6) ABC
4 triple j 10.0 (10.3) ABC
5 Classic FM 8.2 (10.2) ABC
6 Radio National 7.6 (6.9) ABC
7 2CC 7.0 (6.6) Capital
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Gold Coast Ratings

1 Gold FM 14.3 (15.0)* SCA
2 Hot Tomato 14.1 (13.9)* HT
3 Sea FM 9.5 (8.8)* SCA
4 triple j 9.4 (7.6)* ABC
5 ABC 91.7 FM 6.7 (6.6)* ABC
6 ABC612 3.3 (4.2)* ABC
7 ABC FM 2.9 (2.2)* ABC
  • 10+ Overall Share Mon-Sun, Survey 3/2014
  • * previous survey

 

Brisbane Ratings

1 97.3FM 13.0 (13.0) ARN
2 Nova 106.9 12.9 (11.5) NovaEnt
3 ABC612 9.4 (11.5) ABC
4B1059.0(8.6)SCA
5Triple M8.7(9.6) SCA
6triple j8.0(8.4) ABC
7 4KQ 7.5 (7.6) ARN
  • 10+ share Mon-Sun, Survey 7/2014 (GfK)

Perth Ratings

1 Mix 94.5 14.5 (13.6) SCA
2 Nova 93.713.5 (13.6) NovaEnt
3triple j 10.4(9.7) ABC
4ABC720 9.6(10.1) ABC
5 96FM 9.4 (10.7) Fairfax
6 6PR 8.5 (9.6) Fairfax
7 92.9 8.4 (7.4) SCA
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Auckland Ratings

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2 Coast  9.6 (8.1) TRN
3 The Edge 7.8 (6.0) Mediaworks
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5 Classic Hits 6.7 (5.9) TRN
6 ZM 5.9 (5.6) TRN
7 Mai FM 5.2 (4.3) TRN
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Christchurch Ratings

1 Newstalk ZB 17.0 (16.1) TRN
2 More FM 10.7 (11.8) Mediaworks
3 The Breeze 10.2 (8.8) Mediaworks
4 The Rock 9.0 (10.3) Mediaworks
5 The Edge 6.9 (6.5) Mediaworks
6 The Sound 6.0 (6.4) Mediaworks
7 Classic Hits 5.7 (5.7) TRN
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Wellington Ratings

1 NewstalkZB 15.3 (10.5) TRN
2 The Breeze 13.7 (14.6) Mediaworks
3 ZM 11.3 (12.4) TRN
4 The Sound 7.5 (7.1) Mediaworks
5 The Rock 7.4 (8.3) Mediaworks
6 The Edge 6.6 (8.3) Mediaworks
7 Coast 5.7 (4.6) TRN
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Newcastle Ratings

1 KOFM 15.3 (15.3)* SCA
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3NXFM 11.6(9.7)* SCA
4New FM10.0(9.3)*BOG
5 triple j 9.9 (10.8)* ABC
6 2HD 9.8 (10.3)* BOG
7 Classic FM 3.9 (4.7)* ABC
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Adelaide Ratings

1 Mix 102.3 14.6 (15.2) ARN
2ABC891 11.3(12.2) ABC
3Nova 91.9 11.8(11.8)NovaEnt
4 FIVEaa 11,2 (11.1) NovaEnt
5 Triple M 9.0 (9.1) SCA
6hit107/SAFM8.3(8.5) SCA
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2 Wave FM 16.0 (17.3) GRANT
         
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Central Coast Ratings

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4 ABC 92.5 10.7 (9.9) ABC
5 2GB 9.8 (8.9) MRN
6 Triple J 5.8 (5.2) ABC
7 WSFM 2.8 (0.7) ARN
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4 ABC Local Radio 14.0* (11.2)** ABC
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CompanyStock IDPriceChange
Southern Cross Media
SXL
1.00
0.00%
Fairfax Media Group
FXJ
0.755
-0.66%
Macquarie Radio Network
MRN
1.18
0.00%
Pacific Star Network
PNW
0.300
0.00%
APN News & Media
APN
0.775
0.65%
Oceania Capital
OCP
1.27
0.00%
Ten Network
TEN
0.248
-4.81%
Seven West Media
SWM
1.60
0.16%
Seven Group Holdings
SVW
6.21
1.14%
Nine Entertainment
NEC
2.01
-0.50%
Prime Media Group
PRT
0.880
-1.12%