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Head of Marketing | Johannesburg | Primedia Recruiter | 17 Sep |
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Over the years in South Africa we have had many radio icons from Alex Jay, Kevin Savage and John Berks to the current icons like Gareth Cliff, John Robbie and DJ Fresh. However, there is a distinct opinion that these or similar talents may not surface again. The radio market has become a battlefield for sales targets and marketing promotions along with the competitiveness within the congested radio space. As such, programme managers focus the bulk of their attention on driving sales and promotions, the morning and afternoon drive shows and have little time if any, to develop and coach new or existing potential radio talent.
The key focus for the radio industry should be to grow and bring in new talent that both challenges the existing talent pool on prime radio shows, as well as improve and set benchmarks for how radio content can be more engaging and compelling.
It must be remembered that in radio, Talent is the star, Music and Format was never the star they're merely elements of programming as is other elements like News and Sports. It takes a real-life exciting, compelling talent that enables a personality to stay organised within these elements, keeping listeners attracted to the radio station.
So, to pose the question of where the next radio talent is coming from, the industry should address how new talent is being recruited to radio stations and what is being done with real talent development that exist within its training structure.
Talent development at most radio stations is typically done through the programming department and is mainly the responsibility of the programme manager. This consists of a series of scheduled airchecks and show assessments and new recruited talent gets placed in a 'training slot' in the middle of the night to gain on-air experience.
These training slots are useful, but it must be considered that often the talent is then generally left to their own devises with limited commercial knowledge, only to be then told what they are doing wrong when the aircheck happens.
Four major flaws in radio station talent development are:
A need for better structure
However, there appears to be a need for better structure and a plan for each and every presenter that is reviewed along with their training and development plan.
This should include regular development meetings, not just air checks, where progress and other development plans pertaining to what they can do off air can be discussed.
A good exercise is to identify a family member or friend who is the typical targeted listener then ask the question whether they would relate, laugh, cry or find it appealing.
Typically Twitter is best and easiest to engage whilst on-air and Facebook with links to Instagram and YouTube done off air. However, all can be run simultaneously as well, and sometimes it's best that this is managed by the talent personally. Top international and SA celebrities that make their own postings are more popular.
Head of Marketing | Johannesburg | Primedia Recruiter | 17 Sep |
More jobs |