There are few jobs in the world more difficult than Content Director for a major talk station. Rodeo clown, perhaps… or bomb disposal expert, come to mind.
Fact is, ever since the late and legendary John Brennan, who mentored the likes of Alan Jones and John Laws, stations such as 2GB have hired a string of well credentialed programmers only to see them chewed up and spat out by the talent that brings in the big bucks and are, therefore, feted like royalty by management and shareholders.
The current Head of Content, since 2019 for Nine Radio and 2UE from 2007 – 2010, Greg Byrnes has already lasted longer than most. The heritage stations, 2GB, 3AW, 4BC and 6PR have been returning some of their highest ratings under his watch.
Programming talk stations requires different skills to music. He admits that there’s no point in trying to instruct a Ray Hadley or a Neil Mitchell on how to do their shows.
“With those established heritage type broadcasters, you effectively let them do their thing,” says Byrnes.
So, what does he do all day, especially when they’re doing so well? It’s not like he can make himself busy tweaking the music.
“I listen,” he replies.
Sounds like nice work if you can get it, sitting around listening to the radio all day. But then you couldn’t possibly earn the respect of your talent if you didn’t. They expect you to listen and they expect you to care. Who could forget that only last month Australian music reporter, Matt Doran, was flown to London to interview Adele about her new album. When she asked him what he thought of it, he had to confess he hadn’t listened to it. The incident caused repercussions for him, his network and the record company.
“ Talk is tough. Opinion is tough,” says Byrnes. “And broadcasters whether they are new to the game or have been doing it for decades, want to feel supported by management. So, that’s a big part of what I do, but a lot of it is listening. And the beauty of digital means I can listen anywhere, any time in wonderful (audio) quality. It’s digital quality, whether it’s in the car or in the office. I can be listening to 6PR (in Perth) or Breeny (Neil Breen on 4BC, Brisbane) or what’s going on here on 2GB.”
Byrnes has previously cited his own mentors as, “John Brennan and Graham Mott for different reasons and at different stages of my career. Brenno for his influence as a leader, walking the floor each morning engaging with all staff whether the breakfast host or the newsroom junior (me) He would ring at all times of the day and night with story suggestions and feedback on presentation. He launched the careers of some of the biggest names in the industry but has influenced hundreds more through his knowledge and decency.
“Like Brenno, Graham Mott had a successful career in music before switching to talk and is a wonderful exponent of radio research and program production. He demonstrated the importance of having the ‘tough’ conversation with talent if warranted, and always put the station first. And must mention Peter ‘Dirty’ Durkaz from 2XL days. My first PD and a stickler for getting local pronunciations right before your first day on air. He ran a tight ship was always quick to jump if an announcer veered from his cherished music logs.”
Apart from intensive listening to what’s on his stations today, Byrnes sees his role as finding that next generation of talk listener. “That means we need the next generation of talk host. We’re trialling new people all the time.”
Peter Saxon