Albury’s RG Capital station The River retained its market share in the face of some good gains by opposition stations 2AY and ABC in this week’s regional ratings survey due to good programming and an innovative promotion that went to the heart of drought stricken listeners.

The promotion, which ran from Christmas to the survey period, was called ‘Water for Summer,’ and has earned the station a finalist spot in this year’s Commercial Radio Awards. It was thought up by breakfast team Jamie McDonald and Kerry Peters and supported by the station and the RG Capital network as a way of helping the local community in a time of drought.

Last survey River was equal with Star FM in first place with a share of 27.2%, but is now a clear leader on 27.0%, followed by Star on 22.7%, 2AY on 11.9% and ABC local radio on 11.2%. The survey is the first in two years for the area.

Station manager Leanne Hulm said of the survey result: ”It’s our fifth birthday in two weeks time and this is an early and very welcome present. The result confirms our position as the leading station on the border… a clear winner in its core demographic of 25-54 year olds.”

The Water for Summer campaign, inspired three other states to adopt the same Idea (WA, SA and QLD). It was covered on TV, in eight newspapers and mentioned on the John Laws program (which ironically is re-broadcast by one of The River’s opposition stations).

Photo shows listeners visited by The River’s Water Tanker (courtesy The Weekly Times).

Program Director Phil Bradley explains the promotion, which aimed to fill the house tanks of drought deprived farmers with much needed water. The breakfast team is now in the finals for the Commercial Radio Awards for Best On Air Team (Provincial).

Jamie McDonald and Kerry Peters have been working together as the Morning crew at 105.7 The River for the last 14 months. In that time they have been responsible for creating many highly successful projects, many supporting the community. Their show is personality based and draws a large share of the listening audience across the N.S.W. – VIC. North East Border region.

One of the main aspects of the show that our audience seems to enjoy the most is the rapport between Jamie and Kez, the quick comic value, and the Crew’s ability to involve their listeners in on the gags or skits.

105.7 The River’s Morning Crew is consistently entertaining and their key success factor has been their ability to create ideas and deliver them.

In November last year, Jamie McDonald came up with the Idea to deliver water to the drought affected farmers across our region. The original idea was to deliver ten tanker loads of water, but within a week the amount had risen to 50 tankers as local businesses offered to sponsor more water. As the project continued to escalate a full story of the promotion was aired on Channel Nine’s “Today Show”. The project raised over $56,000 and was able to help over three hundred and fifty farms in our drought-affected region. Our local project attracted national coverage not only on television, but through six State newspapers, becoming instrumental in other water projects being set up in Western Australia and Queensland. Water for Christmas became Water for Summer as The Morning Crew continued to drive community spirit in our broadcast region.

In a tragic year for the North East our bushfires became the worst in fifty years for this region. Jamie and Kez again came to the aid of the community by organising a benefit ball for the people involve in keeping the towns safe from the fires with “The Fire Fighters Benefit Ball.” … The fundraiser raised money for new equipment for the local area fighters. Again the idea was adopted elsewhere with R.G.Capital radio stations in Tasmania raising funds for their Fire fighters.

Jaime and Kez have also been involved throughout the year supporting the community through driving for “Meals on Wheels” and helping local families that have been fire affected and fallen on hard times. They spent weeks finding feed for the farmers in the middle of burnt out areas across our region.

105.7 The River’s Morning Crew is driven by Jamie and Kerry’s passion to do what they can for their Albury – Wodonga community, while at the same time entertaining listeners with a quality radio show…