DOUG’S NEWS/TALK PHILOSOPHY:

© Doug Kellett 2006

 

I view the news/talk format to be the most vibrant of all the formats currently on the air.  It should ignite response from the listener, be community involved, and be the "voice" of the community.  It can be our lone voice against government intrusion or the last outpost of information when a hurricane hits.  I believe in designing a station where the employees and the listener take ownership and are proud to be associated with it.  To do that, we must understand that new/talk radio is first an entertainment medium. The station should provide use of "sound" in its content and imaging.  Morning show host(s) should show personality rather than just provide information.  I believe a good host knows that radio is entertainment first and information second.  Through imaging we can build a great sounding station but the host(s) must realize that content is the ultimate in news/talk radio.  Station  promos should be aggressive with position liners reinforcing why the listener listens and why they should remain listening.  The occasional listener should hear the imaging that appears to make them believe they have missed something by not listening to THE radio station.  If you aren't listening, you risk not being in the know.  I would include forward liners back into programming promoting up coming features or programming on station.  Realizing that air time is in short supply, use all available time to position, reinforce or promote the station.  Have the mindset that the radio station is our biggest client and aggressively push the product.  Make sure that content on our local shows is on target. The presentation should be ignite response from the listener.  Why is this story important? Host's should tell me why I should care.

 

In all, the news/talk station for 2006 should have a "fun" sound while retaining the news image and credibility for breaking news, weather and sports events.  This is THE station to tune too in a time of crisis as well as in good times.

 

 

We must set a focused strategy that will introduce the station to potential listeners who aren't listening to the talk format. Devise a plan aimed at getting the station on location.  A combined effort of programming, promotions and sales should provide plan that will bring ratings and revenue. This should be the clear goal and communication between the three departments should focus in that direction.

 

·                     Station needs focused and creative imaging to sound as "big" as possible.

 

·                     Use of sound in local content and in station imaging.

 

·                      Always be relevant and timely.

 

·                     Set a strategy to increase station cume by introducing it to those not currently listening to talk.

 

·                     Work with promotions and sales to design projects that increase ratings and revenue(i.e. special programming opportunity, broadcasting on-site, and event tie-ins)

 

 

 

We need to make sure the our local show(s) relate topics that have the most mass appeal.  I like to say when people are watching American Idol, don't give them a white paper on social security.  The host needs to get to the issue quickly at :05 and :35  and give a strong opinion.  Ignite response from the listener.

 

·                     Provide a good mixture of important show elements with talk time.

 

·                     Stress importance of news, traffic, weather elements when timely.

 

·                     Aggressive use of relevant sound bites in station bumpers during programming.

 

·                     Reduce any clutter and focus on strong elements.

 

·                     Host should be personality driven/ topical and not just informational.(see Building Blocks for a good talk show)

 

·                     Host should give strong opinion to ignite reaction from the news/talk listener.

 

·                     Content should have the most mass appeal and relevant to the core listener.

 

 

 

 

Simply said, I'll:

 

 

·                     Focused positioning of the station. 

 

·                     Improve station "sound"

 

·                      Stress hosts who understand that radio is entertainment first and information second.

 

·                     Create promotions aimed at increasing station awareness.

 

·                     Be community involved.

 

·                     Clearly express goals to the staff and the plan to implement those goals.

 

·                     Make sure we are servicing our core listener in every thing we do.