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- Jan 30, 2004
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Re: SEN- Your opinion
SEN were always going to be up against it. The target audience is fairly limited as they are are pretty much set in their listening habits. For example, the male 18-35 market ( the most lucrative advertising wise ) are much more inclined to stay with music stations such as MMM, JJJ, or RRR regardless of how big a sporting fan they are. Those over that age who are "Talk" radio listeners have in the vast majority of cases, a worn in habitual preference for 3AW ( cant reason why either ) or 774. The fact that SEN's audience is almost exclusively male when the majority of radio listeners is female dosent help either. Still, sports radio stations have worked succesfully in other countries with similar cultures and questions should be asked as to why it has failed here. I have a few theories.
Having ex sportsman as presenters does not automatically create fulfilling sports radio listening. Just because Bill Brownless, Tim Watson, KB and Dermie Brereton could play a bit of footy dosent mean they are in any position to speak with any authority ( or knowledge apparently ) on sports other than AFL. Most attempts to converse on major non AFL sports are downright embarrasing.
Programmes on Cycling, swimming, netball, basketball, motorsport and extreme sport have so little a base listenership as to be a waste of airtime.
I realise that you have to fill in airtime but taking prime listening time up to broadcast the Australia- New Zealand test cricket series was a disaster. No one listened because few people cared. It was the start of the much awaited footy season for christ sake!
Nicole Livingstone has no k nowledge of sport apart from swimming. She cannot attract listeners and can and does lose them. Ditto Matthew Hardy.
SEN were always going to be up against it. The target audience is fairly limited as they are are pretty much set in their listening habits. For example, the male 18-35 market ( the most lucrative advertising wise ) are much more inclined to stay with music stations such as MMM, JJJ, or RRR regardless of how big a sporting fan they are. Those over that age who are "Talk" radio listeners have in the vast majority of cases, a worn in habitual preference for 3AW ( cant reason why either ) or 774. The fact that SEN's audience is almost exclusively male when the majority of radio listeners is female dosent help either. Still, sports radio stations have worked succesfully in other countries with similar cultures and questions should be asked as to why it has failed here. I have a few theories.
Having ex sportsman as presenters does not automatically create fulfilling sports radio listening. Just because Bill Brownless, Tim Watson, KB and Dermie Brereton could play a bit of footy dosent mean they are in any position to speak with any authority ( or knowledge apparently ) on sports other than AFL. Most attempts to converse on major non AFL sports are downright embarrasing.
Programmes on Cycling, swimming, netball, basketball, motorsport and extreme sport have so little a base listenership as to be a waste of airtime.
I realise that you have to fill in airtime but taking prime listening time up to broadcast the Australia- New Zealand test cricket series was a disaster. No one listened because few people cared. It was the start of the much awaited footy season for christ sake!
Nicole Livingstone has no k nowledge of sport apart from swimming. She cannot attract listeners and can and does lose them. Ditto Matthew Hardy.
) We need some comedy, bring back the Ring of Fire, and bring in the Gladiators of Sport (Steven Peake, Howard Lee, Steven Milne, Troy Zantuck) in for another night a week.
