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Posts Tagged ‘local radio’

BBC Radio staff tuned in to protecting ‘localness’

14-03-2011 | Martin | Tank PR News

Over the last few years, we’ve seen many local commercial radio stations across the UK succumb to the cost saving measure of networking. At a time when advertising revenue has been low, it’s become something of a necessity. However, it now seems that it’s something the BBC is looking into in greater detail.

Last week, staff at 40 of the BBC’s local radio stations were briefed on a proposal that would see each station producing only a breakfast and drivetime show, with the rest of the programming coming from 5 Live. Although it’s only currently an idea, I was impressed by the reaction of the team at BBC Radio Nottingham.

As a Nottingham PR agency, we’ve got some close links with the station and it was interesting to see that, rather than keeping things quiet, staff were actively encouraged to speak openly about the proposals via social media, as a way of drawing attention to the plans and provoking a reaction from listeners. Several tweets, blog posts and an interview with a national newspaper later, it seems to have done the trick and many are quite rightly up in arms about it.

The BBC is really the true bastion of local radio and it is great to see that people are prepared to speak out in order to protect it. Okay, staff have their jobs to protect, but in many of the tweets and blogs that I’ve read, there is a true passion about what they do and a real desire to protect the localness of the output for the sake of the listeners.

This has the makings of a real campaign and it’s one that I wish the guys at BBC Radio Nottingham, as well the other stations across the UK, luck with. Sometimes it’s not about towing the corporate line, but more about speaking out and helping to protect a service that millions of people across the country tune into, enjoy and, to a great extent, rely upon on a daily basis.

This particular blog post from one of the journalists at BBC Radio Nottingham points out what people can do if they want to show their support. It’s worth a read.

Martin

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A Gem in the crown of local radio

27-01-2011 | Martin | Tank PR News

The start of the year saw major changes to local radio across the East Midlands. Global Radio-owned Trent FM, Leicester Sound and Ram FM merged to create 95-106 Capital FM, while Orion Media’s Heart 106 rebranded as Gem 106.

While both chose the start of 2011 to make a change, that is where the similarity in their rebranding technique ends. Capital FM’s approach is consistent with many changes in the radio industry over the last few years, where stations retain a locally produced breakfast and drive-time show, but take nationally syndicated programming for the remainder of the day.

Of course, there is a degree of logic behind this. With advertising revenue across the board remaining low, this approach is a cost saving one. Syndicated shows require one presenter, one team of production staff and one studio, so it’s easy to see where savings can be made. Consequently, money can be invested in sourcing big name presenters and guests, and, as is the case with Capital, invest in a high-profile, celeb-packed TV advertising campaign.

However, there is a downside to this option and you need to ask if syndicated programming is relevant to a local audience. Chat becomes hugely generic and not geographically focussed, which really jars when the local breakfast and drive presenters are doing all they can to reinforce the idea of locality.

Gem 106 on the other hand, has done the complete opposite. Orion took a bold step by ditching the well-known Heart brand in the East Midlands. Ok, it had syndicated programming, but it also had strong listener figures. However, I can’t help but admire what they have done by bucking the trend.

On the Gem 106 website it says: ‘We believe that the best radio is made when it’s done locally. You know. People from ‘around here’ talking about the things that you care about’ and I have to agree that this is what people expect when they turn on their local radio station.

This approach obviously has its benefits for us as a Nottingham PR agency, as a locally focused station is more likely to engage with local news stories. But, that aside, I’m pleased to see at least one station not succumbing to the easy, generalised, celeb-orientated option.

That is not to say of course that Gem 106 is perfect. The transitions are a little slow, the idents sound outdated and song repetition is high, but these are problems that can be ironed out, and it has only been broadcasting under the Gem umbrella for a month.

Despite these teething problems, you have to take your hat off to those that aren’t afraid to be different and stand out from the crowd.

Gem 106, Tank PR salutes you!

Martin


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