Music Radio Vs Personality Radio in Morning Drive

[leethalweapon]

In a crowded market where there are at least 4 stations competing for the one demo, and each with below average personality driven breakfast (morning drive) figures. Simple question, do music intensive breakfast show's work? How can you make it work?

For the first time in as long as I can remember, an Australian (commercial) radio station has dropped their personality based breakfast show, in favour of a music intensive morning show. Now, unless you are top 3 in either Sydney or Melbourne markets most radio station breakfast show's have a 2 year shelf life.

Around work, we talk about the dream of a music intensive breakfast show, because it would be something different. However, the first station to take the plunge, has been accused of giving up.

For the record, there are at least 2 radio stations in both Sydney & Melbourne who's ratings actually increase, in one case double after their (low) rating breakfast show's conclude.

 

[Roger That]

How can you make it work?

Play the right music.

But, real talent/entertainment can (and usually does) trump even the perfect music selection in morning drive. The better answer is to find the right talent and then realize that it might take more than 2 years to unseat the incumbent winners of the demo. Also, there has to be a long-term strategy, even if it's only over those two years; A specific plan with clearly laid out goals. You may not be beating them in two years, but if you've made enough strides, it could be worth it to keep going and see if the success continues.

If they're top 3, and have been for a long time, it could take time.

 

[TheBigA]

Then what happens to the other 30 stations in the market? What do they do?

 

[hornet61]

In my Humble opinion it's 80% music, 20% talent...If you prefer more talent that music , you need to listen to talk radio. .....having said that, sure you need good talent they are the guide to the listeners musical journey. They need to spark the listeners attention, but not dominate the format. Equally as Important, if not more, is the mix and flow of the music. And that is where the great Program Directors separate themselves from the cookie cutter guys. The music has to be great and the scheduling has to be, even greater.The creative programming is the ultimate weapon.....more than likely those four stations vying for that same demo, are playing the same recycled cuts, with the same recycled talent...so the PD is the TRUMP CARD.