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.

 Post Anonymously 

   I am a real live breathing human person

Hope 103.2 Sydney are looking for On-Air Talent. Details.

 

Universal Music Group are looking for a Head of Radio - Australian Artists based in Sydney.Details.

 

Radio Release has a vacancy for a Release Coordinator based in Melbourne. Details.

 

ARN Brisbane has a role available for a Campaign Specialist. Details.

 

ARN Melbourne has a vacancy for a Journalist. Details.

 

Got a question? Got a suggestion?

Got a Story?

Email Blair anytime here.

 

Gill Stewart has resigned as General Manager of The Radio Bureau in New Zealand. 

After 32 years at 2ST, Graham French is retiring from the newsroom at the station.

 

Alison Donnellan has been appointed Assistant Content Director at SCA's Albury Hub.

 

Brad Wood has joined SEA FM on the Central Coast On-Air in afternoons. He was Social Media producer at FOX FM.

Michael Price has signed on as Content Director for Hitz 93.9 and 4BU in Bundaberg with Grant Broadcasters. 

 

Brendan Englebrecht is now the the Albury Content Director/Hub Operations Manager for SCA.

After 23 years with the ABC, Colin Denovan is leaving after taking a redundancy

 

Simon Takla has joined Star FM Shepparton on breakfast with Stacey June. Simon was 2014 AFTRS graduat

 

Max Dudley is leaving hit107 Adelaide as EP of the Amos & Dani show. From March 2, he will be in Sydney as Producer of The Grill Team on Triple M.

Tricia Duffield has been appointed as News Director of Grant Broadcasters 2ST & Power FM.

Adelaide Advertisers

1. Coles Coles Group Ltd (Wesfarmers Ltd)
2. Harvey Norman Harvey Norman Holdings Ltd
3. Puratap Puratap Pty Ltd
4. Ford Ford Motor Company Of Australia Ltd
5. The Block Nine Network (PBL Media)

Brisbane Advertisers

1. National Tiles National Tiles Co Pty Ltd
2. Harvey Norman Harvey Norman Holdings Ltd
3. Coles Coles Group Ltd (Wesfarmers Ltd)
4. Ford Ford Motor Company Of Australia Ltd
5. Seasons Private Aged Care Seasons Care Group

Central Coast Advertisers

1. Domayne Harvey Norman Holdings Ltd
2. Harvey Norman Harvey Norman Holdings Ltd
3. beyondblue Anxiety & Depression Awareness (ADA) Beyond Blue Ltd
4. Central Coast Holden Central Coast Holden
5. Ettalong Diggers Ettalong Diggers

Gold Coast Advertisers

1. Harvey Norman Harvey Norman Holdings Ltd
2. Domayne Harvey Norman Holdings Ltd
3. Inspirations Paint Inspirations Paint Store (Holdings) Ltd
4. iSelect Gold Coast Titans iSelect Gold Coast Titans
5. The Strand At Coolangatta Surfrider Investments Pty Ltd/Vinta Group Pty Ltd

Melbourne Advertisers

1. National Tiles National Tiles Co Pty Ltd
2. Harvey Norman Harvey Norman Holdings Ltd
3. Coles Coles Group Ltd (Wesfarmers Ltd)
4. Ford Ford Motor Company Of Australia Ltd
5. McDonald's Big Mac McDonald's Australia Ltd

Newcastle Advertisers

1. Domayne Harvey Norman Holdings Ltd
2. Harvey Norman Harvey Norman Holdings Ltd
3. Joyce Mayne Harvey Norman Holdings Ltd
4. Finance Ezi Finance Ezi Pty Ltd
5. Schnitzel Boss Schnitzel Boss

Perth Advertisers

1. Coles Coles Group Ltd (Wesfarmers Ltd)
2. Harvey Norman Harvey Norman Holdings Ltd
3. Ford Ford Motor Company Of Australia Ltd
4. Perth HIA Home Show Exhibitions & Events Australia Pty Ltd
5. Telstra Thanks Telstra Corporation Ltd

Sydney Advertisers

1. Coles Coles Group Ltd (Wesfarmers Ltd)
2. Harvey Norman Harvey Norman Holdings Ltd
3. Brydens Brydens
4. ICC Cricket World Cup 2015 Cricket Australia / New Zealand Cricket / ICC
5. Masterton Homes Masterton Homes Pty Ltd

 

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
  • 10+ overall share Mon-Sun, Survey 2/2014
  • GFK

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 Nova 106.9 13.5 12.9) NovaEnt
2 97.3FM 12.3 (13.0) ARN
3 B105 9.7 (9.0) SCA
4 Triple M 8.8 (8.7) SCA
5 triple j 9.0 (8.0) ABC
6 ABC612 8.5 (9,4) ABC
7 4KQ 7.1 (7.5) ARN
  • 10+ share Mon-Sun, Survey 8/2014 (GfK)

Perth Ratings

1 Mix 94.5 13.8 (14.5) SCA
2 Nova 93.7 12.6 (13.5) NovaEnt
3 triple j 11.0 (10.4) ABC
4 96FM 10.2 (9.4) Fairfax
5 ABC720 9.6 (9.6) ABC
6 92.9 8.2 (8.4) SCA
7 6PR 7.3 (8.5) Fairfax
  • 10+ share Mon-Sun, Survey 8/2014 (GfK)

Auckland Ratings

1 Newstalk ZB 13.4 (13.0) TRN
2 Coast  9.6 (8.1) TRN
3 The Edge 7.8 (6.0) Mediaworks
4 The Breeze 7.0 (6.5) Mediaworks
5 Classic Hits 6.7 (5.9) TRN
6 ZM 5.9 (5.6) TRN
7 Mai FM 5.2 (4.3) TRN
  • 10+ share, Survey 1/2014

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
  • 10+ share, Survey 1/2014

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
  • 10+ share, Survey 1/2014

Newcastle Ratings

1 KOFM 15.3 (15.3)* SCA
2 ABC1233 11.9 (11.1)* ABC
3 NXFM 11.6 (9.7)* SCA
4 New FM 10.0 (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
  • 10+ Overall Share Mon-Sun, GfK Survey 3/2014

 

Adelaide Ratings

1 Mix 102.3 15.5 (14.6) ARN
2 FIVEaa 11.4 11.2) NovaEnt
3 Nova 91.9 11.2 (11.8) NovaEnt
4 ABC891 10.0 (11.3) ABC
6 hit107 8.1 (8.3) SCA
7 Cruise 1323 8.1 (7.6) ARN
  • 10+ share Mon-Sun, Survey 8/2014 (GfK)
  • hit107 on-air Oct 20, was SAFM

Wollongong Ratings

1 I98 23.8 (28.5) WIN
2 Wave FM 16.0 (17.3) GRANT
         
  • 10+ Overall Share Mon-Sun, Survey 1/2014
  • IRIS Research

Central Coast Ratings

1 Sea FM 17.7 (12.4) SCA
2 2GO FM 13.2 (17.5) SCA
3 Star 104.5 11.4 (14.3) NovaEnt
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
  • 10+ overall share Mon-Sun, Survey 1/2012
  • Nielsen Media Research

Albury Ratings

1 Star FM 22.9* (22.7)** SCA
2 The River 20.7* (27.0)** SCA
3 2AY 16.6* (11.9)** ACE
4 ABC Local Radio 14.0* (11.2)** ABC
5 Triple J 9.9* (4.2)** ABC
6 Radio National 2.2* (1.6)** ABC
  • 10+ overall share Mon-Sun, Survey 1/2014
  • * Xtra Research/ ** Nielsen 

Company Stock ID Price Change
Southern Cross Media
SXL
1.10
1.86%
Fairfax Media Group
FXJ
0.980
3.16%
Macquarie Radio Network
MRN
0.965
0.00%
Pacific Star Network
PNW
0.310
0.00%
APN News & Media
APN
0.965
2.12%
Oceania Capital
OCP
1.25
0.00%
Ten Network
TEN
0.230
-2.13%
Seven West Media
SWM
1.48
0.00%
Seven Group Holdings
SVW
7.02
1.01%
Nine Entertainment
NEC
2.05
0.99%
Prime Media Group
PRT
0.860
3.61%