Michael Mason on triple j: “Its whole credibility is built on doing things that others wouldn’t dream of doing

The ABC is unique on many levels, not only does it operate five radio network brands, it’s also part of every GfK Survey. But how seriously does it take survey and the results? We ask ABC Director of Radio Michael Mason that very question.

For the ABC’s triple j…..  it’s not unusual to see it being number 1 in 25-39’s in multiple markets, or for that matter possibly even nationwide. Is that who they target?  We ask Michael what sets it apart from commercial offerings.

“It’s whole credibility is built on doing things that others wouldn’t dream of doing”,said Michael.

And when it comes to ABC Local Radio, what are some of the challenges it faces against its commercial counterparts and more, what does it do differently as well?

“Our challenge is to keep people listening longer”,said Michael.

Each survey, we talk to the Group Content Directors and Senior Management of Australian radio.  Earlier we spoke with SCA’s Dave Cameron and Mike Fitzpatrick, ARN’s Duncan Campbell and Nova Entertainments Paul Jackson.

Now we welcome the Director of ABC Radio, Michael Mason to Radio Today for a fascinating insight into how the ABC approaches survey and what really matters to them.