This short presentation is a brief summary of a Radiodays Europe conference session on how to approach you radio station if you wan to increase ratings and revenue. It is not the complete presentation. The session answered the following key questions: - What are the secrets of redefining AC radio to make it more relevant, more attractive and more powerful than ever? - When should you modernise your AC radio station? - How do you turn around an old-fashioned AC radio station and make it the radio station that gets talked about and drives passion and loyalty amongst both listeners and colleagues? Answering these questions were some of Europe's top radio programmers: - Francis Currie (International Radio Consultant, UK) - Hans van Rijn (Group Programme Director & Nordic Business Development Director, SBS Broadcasting, Europe) - Christian Schalt (General Manager, RS2 & Kiss FM, Germany) - Kevin Palmer (Promotions Director, Cadena 100, Spain) - Ivars Embrekts (Owner & General Manager, Radio Skonto, Latvia).

1. AC 2.0 – Reinventing AC Radio
Francis Currie

2. Top 5 Things to Think About
The five areas of focus for every programmer every day
 market
– Who are you competing with?
market
– What are you competing on?
 listener
listener – Who are you talking to?
– Do they care what you say?
brand  brand
– What do you stand for?
product – How does the listener know?
 product
comms – What are you doing on air?
– What are you doing off air?
 communications
– What are you saying?
– How are you saying it?

3. Loving the Listener
How well do you really know the listener really?
identity
attitudes
& values
aspirations
behaviour
environment
Adapted from Robert Dilt’s Neurological Levels Model

4. Building the Brand
What is your radio station’s DNA? How do you live these values?
 on air
– Presenters
– Production
fun – Benchmarks
– Promotions
 on digital
– Facebook
– Twitter
Radio – YouTube
Station – Website
 on the street
– Events
feelgood friendly
– Promotions
– Street Teams
– Marketing
Example DNA Only

5. Programming by Passion
Do your listeners love it?
Do they find the Morning Show consistently:
 Entertaining?
 Interesting?
 Useful?
Do they love the songs you are playing?
 Is the research right?
 Are the rotations right?
 Is the balance right?
Does everything else fit the listener’s self-image?
 Presenters?
 Production?
 Benchmarks & Features?

6. Communications
What are you saying?
 Are you saying:
– The right things?
On Air
– In the right way?
– To the right people?
– In the right places?
On
On the
Social
Street
Media  Are you doing:
– The right things?
– In the right way?
On the
– With the right people?
Website
– In the right places?

7. Contact
francis currie consulting
email francis@franciscurrie.com
dir +44 (0)1285 656 666
mob +44 (0)7770 828 530
tw @franciscurrie
fb Francis Currie
www franciscurrie.com
add P.O. Box 243
Cirencester
United Kingdom
GL7 9WY

8. Coming Soon
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 RADIO WARFARE is the first ever radio
programming manual by Francis Currie.
 The book has been in development for a
long time and is now in production.
 RADIO WARFARE builds on over twenty-
five years of successful competitive radio
programming intelligence gathered from
London, the UK and markets around the
world.
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RADIO WARFARE – winning the battle for the airwaves