Imagine radio in South Africa in 2010 if there wasn`t a World Cup

2009 was a tough year for radio. The question is what is going to happen in 2010.

Surveys are done throughout the year which give us an idea how listeners have reacted to whatever has put on air. In 2009 you`d think that we would`ve developed a seventh sense in radio.

Research never tells us what people want to hear, only what they have enjoyed. How many stations can say that they know what their listeners want to hear? I can`t say too much about talk radio because that is driven by current affairs, but music radio which is the dominant format in the country.
It is difficult to break new ground and still be a 100 % certain what you are putting on air is what listeners want to hear.

That`s the line for 2010. How do you make sure you`re ahead of the pack by presenting what listeners want and enjoy instead of what you think they might enjoy? That`s the question that programmers next year will have to answer.

Could it be that radio programmers are paying too much attention to their shortfalls of their stations rather than working on the positives. So much emphasis is spent on trying to iron out what listeners don`t like and not on the product.

So what do listeners want to hear? Do listeners know what they want to hear? Most forums are about what they don`t like. What kind of music do they want to hear, what voices competition do they want to hear? Once programmers understand this, it will be easier to work through the noise and put together a great product.

There`s also the debate of whether talk radio or music radio is more profitable. This could explain why so many stations in South Africa do both. This is definetly something that needs to be looked at. Maybe after 2010.

So what is going to happen in 2010. Imagine if you will that there was no FIFA World Cup. Radio, Television, Print media has been taken over by the tournament, which is not a bad thing. It would sound strange if a station in South Africa ignored the national call and didn`t talk about the World Cup. It seems though some stations are using the World Cup as a crutch not to pay attention to their product. South Africa is only starting to emerge from recession, national morale still a bit low. What can programmers do to make 2010 a better year?

Firstly a relook at the brand and identity of the station. Managers have to work out the strength of the station as an entertainment enitity. Do listeners wake up religiously to your station? How loyal are your listeners? Do they know what is going on at the station all the time or only when there are competitions running?

What about the numbers? Listeners vs Income. Do they compliment one another, in other words the quality of your listeners, are they part of your brand objective? There`s no point trying to push a high end product while attracting a simpler audience. Understand who`s listening first and then who you want to target. Imagine trying to push a Ferrari sale at a LSM 1-4 audience. It would be interesting but not fruitful.

What is the worth of your radio station?
If the station had to go off air tomorrow, how many people will miss the station? Will they fight for you station? Will they remember the station in 6 months time or even 6 years time?
The stations worth is not all about the money coming in and out, but the strength of your brand.

In South Africa community stations have a huge advantage when it comes to this because the sector is branded well, as radio stations for the people.
To commercial managers, take a listen to community stations, don`t be to critical on the quality, but the content and the passion will blow you away. That`s where some of the countries personalities are. So do yourself a favour and listen.

Thirdly managers need to look at their presenting team. You would expect that managers are hiring people who are competent who can do the job. This topic isn`t about that. If you`re not aware that your presenters aren`t competent its time you gave notice.

In 2010 the successful managers will be the ones that pay attention to their presenters.

Let me explain, the financial recession has forced some businesses to cut costs. Advertising unfortunately is one of the areas that have taken a knock. This means that advertisers are looking for more than just a 30 second slot for less. That means the personality is making a return to radio.
Numbers play a big role, but the client now wants to find out more about the presenter on the slot, what else are they up to? Charity work, familiarity on the ground and sponsorship opportunities. This applies to the whole line up, not just morning and afternoon drive presenters. Across the board, just like it was in the 80`s.

In 2010 radio needs presenters who are personalities, who can entertain who make a difference everytime they are on air. In other words, presenters need to start working. Presenters need to start to take responsibility and managers have to start managing the process. How many presenters on commercial radio would still do what they do without getting paid?

The stringent barriers which were put up over the years by the commercial format need to be broken. South African radio has somehow found itself in format hell as if the airwaves are saturated. They are not. Stations that use their tools creatively will come out tops in the future.
I will be the first to tell you that format radio works, consistency means relialability and its good for some listeners. But its been over done. Too many voices sound the same and unfortunately the there is no personality. Its gone.
Stations need to find talent and invest. By invest I mean spend money not only on salaries buy on quality management. Develop names and put your talent out there.

Some old timers in the industry can`t stand the amount of marketing that radio stations do these days because they feel that good presenters can do the ground work for their shows. They do have a point. If a presenter does the work and grabs the listener like they are supposed to people begin talking the word travels. With the advent of the internet it is much easier now to create hype about a show than it was 15 years ago.

Managers need look at their talent tool and see what fits and doesn`t. Just like a soccer team. If you have a line up of dedicated radio jocks ( nee presenters) who compete to have the best show ever on the station, jocks who create their own hype and status, how can you fail?
I find it so strange that radio stations will spend so much money on magazines and newspapers even if its a trade exchange. There was a time that newspapers only paid attention if your show was the talk of the town or you did something really bad, which has the same result.
Find out what your presenters are doing to market their shows.

So to managers in the new year please do all of us a favour and take a listen to your station. Be honest and critical about everything. Do you like what you hear? Does it make entertainment sense? That`s what your listeners do. Then listen to the rest of the dial, even the community stations and try work out why people will listen to them. You`ll be suprised how similar your station sounds to the stations you criticize.

Then brand identity, are you talking to the right people? Are they listening? Are you producing what your listeners want? And finally presenters ; are they worth the 30 seconds it costs to advertise on your station.

I know a lot of managers have been asking these questions for years. This is your chance, we are in a recession, that means that the money folks won`t complain too much. Take the risk, you`re on radio not on the stock exchange.