I couldn’t resist turning this into a post after I saw all the people bitching about Canberra radio following the story “Help! My Mum now listens to 2CA“. I hope the guys from the network gave SimpleShane77 a nice performance bonus for his little peice of marketing… I think he really ‘touched the people’ with this one.
Have you heard of viral marketing? The guys at 2CA obviously think they have and this is a lame attempt at just that.
I think Miss Jill and co. should have a crack at radio personally. I found their posts more entertaining than the people whingeing like the radio was was a shoddy dj contracted to play the tunes at their 21st and didn’t have what they requested.
The commmercial radio stations are trying to do one thing and one thing only. Win you over. Through prizes, interviews, stunts, music, charity or whatever depravity they can use to suck you in. And once they’ve won you over their next task is to keep you listening through the commercial breaks and the songs. If someone sticks around for fifteen minutes, they get a rating point.
Here’s an example of how they do it…
Why do you think the radio always does things for kids with cancer? Because adults with cancer don’t have the massappeal, kids do. Adults don’t ‘test’ that well with the audience. We’re all suckers for sick/dying children.
Radio in Canberra has degenerated into nothing but a cost-saving excercise for the commercial stations and half the problem with the commercial stations is that they are stuck in a very small pond and are trying to be way bigger fish than the pond could possibly sustain. 2CA now resides in an upstairs office in Mitchell, 104 and 106 are based in an old building that resembles a demountable in Crace. Yet the boards and general mangers of these stations are so caught up in their almighty bottom-line that they can’t see the problem, they’re saving cash and it’s still rolling in so no worries.
The average commercial DJ in Canberra would earn about 40 to 45 grand a year, breakfast would earn a bit more (around $55 – $60), the average salary in Canberra for 2007 was about $66 grand. It speaks volumes about getting what you pay for.
And then there’s the music programming done by guys who look at pie-charts, graphs and statistics to see what’s ‘testing’ well. Whatever happened to a ‘good song’?
But let’s not get into music, that’s like talking about religion…
My two cents about commercial radio, you might not like them, I actually hate the station they work for but Scotty and Nige are the real deal as people. Nige is actually FROM Canberra. And both of them are the same guys on air as they are off. I’ve never heard jocks on air be more honest about the industry they are in and get away with it and that’s a good thing. But once they’re off the air or having a bad day, it’s back to the cd for me.
We’re all going to hell and your favourite band sucks.
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