Wave FM in the Illawarra are dropping Kate Tim & Joel and adding their own locally produced drive program.
In something of a coup, Wave FM have enticed two thirds of i98’s breakfast team, Ryan Cram and Lyndal Rogers to join them and present the program.
radioinfo asked Grant Broadcasters Group Content Director, Ryan Rathbone, the reason for the change.
Ryan: Wollongong is a key market for Grant Broadcasters, and I expect to compete in surveys and I’m not happy with our historical results.
radioinfo: What’s the philosophy behind it?
Ryan: Nova 96.9 booms into the market so taking their drive show an hour in delay when I could have heard it live just doesn’t make sense. We have multiple markets with big commuting numbers Gold Coast, Ipswich, Sunshine Coast for example and Wollongong is similar with an estimated 20,000 people traveling to Sydney for work so we have a captive audience that could and should be given a show that helps them connect with the city they live in.
radioinfo: What kind of team were you looking for?
Ryan: I was prepared to build something from scratch but when the opportunity arose to bring Ryan and Lyndal across to Wave it was a no brainer, instant heritage, disturb the market and two radio professionals that enjoy working together and have chemistry already.
radioinfo: What is important to listeners in the Gong at that time of day?
Ryan: What’s important depends on the day, you can expect topical, local content that reflects the Illawarra now, delivered by two very well-known and liked radio personalities.
The last survey for Wollongong was in 2019 with the next due in March/April 2022 and Ryan says he is working on a 3-year plan. He says, “I expect to see the station increasing its audience over that time.”
“Our investment in talent, marketing, research and technology has been significant across the business, I expect to be competitive in survey and I want Grant Broadcasters to become the premier regional radio business in Australia.”