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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The Capital Radio Network has a vacancy for an Announcer for Snow FM / 2XL. Details.

 

ARN has a vacancy for a Digital Content Producer based in Sydney. Details.

 

ARN has a vacancy for a National Activations Manager based in Sydney.Details.

 

Grant Broadcasters have a role for a Sales Manager at Mix 104.9 & Hot 100 in Darwin.  Details.

 

SCA has a vacancy for an Announcer in Mt Gambier. Details.

 

The Capital Radio Network has a vacancy for a News Director based in Canberra. Details.

 

K-Rock Geelong is looking for a Music Director/Drive Announcer. Details.

 

4 People Media in Melbourne are looking for a National Sales Account Executive. Details.

 

 

Fresh 92.7 in Adelaide has a vacancy for an Integration Events Manager. Details.

 

Got a question? Got a suggestion?

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96.5 Wave FM has a vacancy for an On-Air Personality/Image Producer in Wollongong. Details.

 

Dean Buchanan  has been appointed as Managing Director of TRN New Zealand.

 

Paul Bartlett is now GM at Grant Broadcasters at Launceston’s LAFM and Chilli FM

Gemma Fordham (formerly O’Neill) has been appointed TRN Chief Content Officer.

 

4BU and Hitz939 have welcomed Natasha Dean Jones as their new Journalist and Presenter,

 

 

Channel 7’s Paul Burt joins 4BC.

 

SCA CFO Peter Lewis has resigned from his post after one month with the company.

 

Scotty McLaren is the new CD for Grant Broadcasters Hot 100 and MIX 104.9 in Darwin.

 

 

Colin Taylor is set to become the new General Manager of Grant Broadcasters 7HO Hobart.

 

Mike Crothers from SCA is set to join the ranks at RCS Australia as their new General Manager.

 

Michael Moffee Moffett is the new PD at 2ST/POWER FM/ Hot Country 

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 15.0 (17.1)* SCA
2 Hot Tomato 13.9 (12.3)* HT
3 Sea FM 8.8 (10.9)* SCA
4 triple j 7.6 (8.0)* ABC
5 ABC 91.7 FM 6.6 (5.6)* ABC
6 ABC612 4.2 (4.7)* ABC
7 4RN 2.7 (3.0)* ABC
  • 10+ Overall Share Mon-Sun, Survey 2/2014
  • * previous survey

 

Brisbane Ratings

1 97.3FM 15.3 (13.9) ARN
2 Nova 106.9 11.6 (12.8) NovaEnt
3 B105 10.1 (10.6) SCA
4 Triple M 9.3 (8.6) SCA
5 ABC612 9.2 (9.2) ABC
6 4KQ 7.3 (6.8) ARN
7 triple j 7.2 (8.0) ABC
  • 10+ overall share Mon-Sun, Survey 4/2014
  • GfK

Perth Ratings

1 Mix 94.5 15.1 (14.5) SCA
2 Nova 93.7 11.8 (11.4) NovaEnt
3 96FM 11.1 (10.6) Fairfax
4 ABC720 10.6 (11.0) ABC
5 triple j 9.7 (11.7) ABC
6 92.9 9.3 (8.5) SCA
7 6PR 9.0 (7.9) Fairfax
  • 10+ overall share Mon-Sun, Survey 4/2014
  • 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 (16.1)* SCA
2 ABC1233 11.1 (12.0)* ABC
3 triple j 10.8 (11.2)* ABC
4 2HD 10.3 (8.8)* BOG
5 NXFM 9.7 (10.3)* SCA
6 New FM 9.3 (8.4)* BOG
7 Classic FM 4.7 (5.1)* ABC
  • 10+ Overall Share Mon-Sun, Survey 2/2014
  • * GfK  Survey 1/2014

 

Adelaide Ratings

1 Mix 102.3 16.3 (16.7) ARN
=2 Nova 91.9 10.8 (11.7) NovaEnt
=2 ABC891 10.8 (10.7) ABC
3 FIVEaa 10.6 (11.3) NovaEnt
4 Triple M 9.1 (9.4) SCA
5 Cruise 1323 8.5 (7.9) ARN
6 triple j 7.6 (6.8) SCA
  • 10+ overall share Mon-Sun, Survey 4/2014
  • GfK

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 

Melbourne Ratings

1 ABC 774 13.1 (12.3) ABC
2 3AW 12.8 (12.5) Fairfax
=3 Gold 7.6 (8.8) ARN
=3 Triple M 7.6 (6.9) SCA
4 Fox FM 7.2 (6.9) SCA
5 Mix 101.1 7.1 (7.1) ARN
=6 Nova 100 6.7 (6.9) NovaEnt
=6 smoothfm 91.5 6.7 (6.9) NovaEnt
  • 10+ share Mon-Sun, Survey 4/2014 (GfK)

CompanyStock IDPriceChange
Southern Cross Media
SXL
1.16
1.75%
Fairfax Media Group
FXJ
0.938
0.81%
Macquarie Radio Network
MRN
1.17
0.00%
Pacific Star Network
PNW
0.310
0.00%
APN News & Media
APN
0.752
-2.90%
Oceania Capital
OCP
1.47
0.00%
Ten Network
TEN
0.262
-0.94%
Seven West Media
SWM
2.03
0.25%
Seven Group Holdings
SVW
7.79
0.26%
Nine Entertainment
NEC
2.13
0.95%
Prime Media Group
PRT
1.02
0.74%