Emotionally charged content equals solid radio ratings
Successful radio connects with its listeners and applies common sense says Dean Buchanan in an opinion piece that first appeared in Encore.
Great talent and excellent execution will make the difference in 2013. The successful shows of 2012 all had top talent, excellent execution and high production values. My favourite example comes from TV. The Voice had great talent in the coachs’ chairs, great artists on and off stage and a great host*; all working together in a positive environment, brilliantly executed by producers Shine and Channel Nine. For radio, post the Royal prank saga, what presenters do and execution will be as important as great talent.
The meaning of entertainment is subjective. Ultimately, it should make the audience feel something. It is the shows that truly tap into the emotions of their audiences that will break through.
There are many emotions that can be explored: sympathy, empathy, outrage, shock, humour and challenging spirit. The one emotion that radio historically puts a lot of time, effort and resources into is the notion of being ‘funny’. But content doesn’t always need to be funny to be engaging. When executed well, emotionally charged content makes for compelling stories that get talked about and remembered. That equals ratings.
This is like expounding the vital nature of food and water and calling it the secret of good nutrition.
Successful radio connects with its listeners?
Well yes, since radio relies upon a transmitter and a receiver, it can only be successful if it connects with its listeners
“Great talent and excellent execution will make the difference in 2013.” as opposed to what? Lousy talent and poor execution? Radio is all about talent and good execution, so , of course, “Great ” talent and “Excellent” execution (difficult to attain) is exactly what any Radio producer would be aiming for.
Radio must maintain its unique ability to address one person and its vital friendship quality. Whenever a presenter loses sight of his/her place in the scheme of things, stops behaving like a friend to the listener and gets lofty ideas of stardom, radio is doomed.