The radio networks listening to the listeners

Hamish McLennan (pictured), the Chairman of ARN Media, has been busy this week conducting significant interviews, around executive leadership changes. Firstly he told the Australian Financial Review (subscription required) that ARN would be interested in purchasing Nine Entertainment‘s audio assets including 3AW, 2GB and 4BC. Then, in a later, fascinating chat with Vivienne Kelly and Tim Burrowes on ABC Radio National‘s new program MediaLand.

Hamish said the existing media laws that don’t allow networks to own more than 2 radio stations in a metro area were ‘out of date’ and then, when asked directly about Kyle and Jackie O’s progress in Melbourne, was candid in saying that as a former Melbournian himself they pushed the envelope to hard and didn’t get the content right. Link is below:

https://www.abc.net.au/listen/programs/medialand/disrupt-media-diversity-hamish-mclennan/104824574?utm_content=link&utm_medium=content_shared

Hamish also alluded to the investment in Kyle and Jackie O being so significant that the network can and must wait for the return. ARN won’t be backing down anytime soon.

A couple of other less front page news radio and podcasting stories happened this week that I think are worthy of a mention alongside ARN’s stance.

Earlier this year I opted out of all Australian licensed online and phone wagering services for personal reasons. I know that I can’t avoid gambling ads, but the former is a start.

Radioinfo reported this week that former Australian cricket captain Michael Clarke has departed his Sky Sports Radio breakfast radio job to focus on a new podcast. That podcast is presented by TAB, Australia’s largest gambling company. Potentially it has ads within ads, if that makes sense.

With podcasts you can’t opt out of gambling ads and, different to breakfast radio, people can tune in at any old time. Gambling ads can be anywhere, unless the podcast is specifically aimed at children. For more on this I encourage you to read Crikey’s deep dive on this topic, and on sports podcasts who refuse to include them.

Your radio and podcast choices are likely to be determined by who else is listening. If you have the kids in the car I dare say you won’t be listening to Kyle and Jackie O. That they reach 10-25s is usually those 10-25 year-old’s choice. Gambling ads however are lucrative, and less so. For that reason Michael Clarke’s podcast represents a murky area.

Another piece of new this week related to the Super Radio Network. We reported that Rick Mackail will join SRN and Coastal Broadcasters tomorrow (Monday February 3) as General Manager. Before he starts a decision has been made by co-owners Despina Priala and George Caralis that is taking the listener’s feelings into account, more than an executive decision for the benefit of the organisation.

When Chris Smith joined 2SM as the mornings presenter, replacing John Laws, he also was to network the show to all SRN stations, like John had. The Coastal Broadcasters’ five radio stations that George and Despina took control of last December, included some that weren’t talkback and played music in the mornings. There was significant listener backlash.

With a candid honesty 4KZ and 4AM, two Coastal Broadcaster stations, have responded to the feedback by reverting to the music programming (see below).

Listening to their listeners.

ARN it seems have said we’ve made our bed, now we lie in it. But there is always wriggle room for change under that doona, if it is clear that is what the listener, not social media or any other external influence, want.

There’s still time, and audience, to bed Kyle and Jackie O in in Melbourne. 2025 will show if it’s the content, not the hosts, or the format, that needs adjusting.

Jen Seyderhelm is a writer, editor and podcaster for Radioinfo. Email: [email protected]

 

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