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AC 2.0 – Reinventing AC Radio
         Francis Currie
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?
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
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
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?
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?
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
Coming Soon
Sign up now for free advance content:
 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.
 Sign-up now to get your free pre-release
  drafts of every chapter as soon as it is
  ready: www.radiowarfare.com/sign-up

RADIO WARFARE – winning the battle for the airwaves

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AC Radio 2.0

  • 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 Sign up now for free advance content:  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.  Sign-up now to get your free pre-release drafts of every chapter as soon as it is ready: www.radiowarfare.com/sign-up RADIO WARFARE – winning the battle for the airwaves