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Radio Wuppertal, Georg Rose, Lokalrundfunktage 2014

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Georg Rose ist Privatradiopionier: Er leitet seit über 25 Jahren private Radiosender – zunächst in Baden-Württemberg und Thüringen, dann in Nordrhein-Westfalen. Seit 1997 ist er Chefredakteur von Radio Wuppertal 107.4 . Der Sender ist heute das quotenstärkste Großstadtradio Deutschlands. Weitere berufliche Stationen: journalistische Ausbildung als Stipendiat des Münchner Instituts zur Förderung publizistischen Nachwuchses (ifp), freie Mitarbeit bei Tageszeitungen (u.a. Münstersche Zeitung, Südkurier, Süddeutsche Zeitung), Hörfunk und Fernsehen beim WDR. Er engagiert sich als Trainer in der journalistischen Aus- und Fortbildung. Außerdem arbeitet er als Berater für andere Radiostationen. Für seine investigativen Recherchen über Korruptionsaffären wurde er mit mehreren Journalistenpreisen ausgezeichnet. Als Vorstandsmitglied des Vereins der Chefredakteure im NRW-Lokalfunk (VdC) engagiert er sich seit vielen Jahren auch medienpolitisch für den Privatfunk.

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Radio Wuppertal, Georg Rose, Lokalrundfunktage 2014

  1. 1. Radio Wuppertal 107.4 – (k)ein Radio LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose 1
  2. 2. Ein paar Zahlen vorweg… Quelle: E.M.A.NRW QB 2014 1 / M. Spohrer Basis: Personen 14-59 Jahre 30% 39% 20% 20% 5% 30% 43% 17% 16% 5% 30% 46% 16% 17% 4% 30% 48% 16% 16% 5% Lokalsender Radio Wuppertal 1LIVE WDR 2 WDR 4 Marktanteil – Montag-Sonntag im Verbreitungsgebiet 2013 II 2014 I Trend Februar 2014 2014 II 2 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  3. 3. Und noch ein wenig Statistik… 88% 88% 92% 85% 77% 74% 85% 73% 55% 44% 62% 59% 52% 47% 63% 47% 14-59 Jahre 14-29 Jahre 30-44 Jahre 45-59 Jahre Zentrale Reichweitenwerte 2014 II Bekanntheit WHK Stammhörer Hörer gestern Mo-Fr Quelle: E.M.A.NRW QB 2014 1 / M. Spohrer Basis: Personen 14-59 Jahre 3 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  4. 4. Das Radio Wuppertal-Erfolgsrezept: Wir sind Wuppertal • wir lieben Wuppertal! • wir sind die journalistische Stimme unserer Stadt • wir setzen die Themen, über die Wuppertal spricht • wir stärken das Selbstwertgefühl unserer Stadt • wir tragen aber keine rosarote Brille • wir sind (k)ein Radio – wir sind Lebensgefühl 4 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  5. 5. 5 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  6. 6. Die Sache mit dem erfolgreichen Tagesverlauf… • wir drehen unsere Themen systematisch – vom Morgen in den Nachmittag, vom Nachmittag in den Morgen und innerhalb der Sendung • reine Wiederholungen sind in der Woche tabu • tägliches Front- und Backselling • tägliches Crossteasing – mal thematisch, mal nur für die Personality 6 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  7. 7. 7 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose Crossteasing Facebook
  8. 8. Auch der Nachmittag braucht starke Magneten… • nur eine Top-Moderatorin! • es ist eine Binsenweisheit, aber unsere Standards gelten immer • alle Programmaktionen laufen morgens und nachmittags • ganz bewusst setzen wir am Nachmittag Highlights, die nicht am Morgen laufen, z.B.: - satirische Wochenschau - lokale Comedy - „Meine Woche“ – Umfrage Ergebnis: Top-Quote – unsere Reichweite am Nachmittag ist höher als die Durchschnitts- Reichweite aller NRW-Sender in der Primetime 8 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose Wochenschau
  9. 9. Noch ein Tipp für die interne Qualitätskontrolle • wir haben beste Erfahrungen mit themenbezogenen „Aircheck-Wochen“ • Beispiele: Opener, Teaser, Musikmoderationen, Moderationseinstiege, Wirkung auf Wechselhörer… • Vorteil: die Redaktion kümmert sich gezielt um einen Schwerpunkt • Ergebnis: es stellt sich schnell ein gemeinsamer Lerneffekt ein • Wichtig dabei: Wiederholungen der einzelnen Themen in gewissen Abständen 9 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  10. 10. Programmbewertung Drive Time (Top Box) QB 2014 1 – Drive Time Hörer 15:00 Uhr – 18:00 Uhr Radio Gesamt im Gebiet Radio Wuppertal = 100% 1LIVE WDR 2 Radio Wuppertal Lokalsender Nachrichten 72% 56% 76% 67% Gute Laune im Programm 79% 59% 71% 65% Professionalität allgemein 62% 70% 73% 63% Qualität der Information 67% 69% 72% 63% Moderation 73% 55% 75% 62% Qualität der Moderation 67% 55% 67% 61% Musikauswahl 70% 53% 66% 60% Persönlichkeit der Moderatoren 62% 48% 63% 58% Themenauswahl 58% 42% 67% 52% Tipps und Ratschläge 54% 47% 51% 50% Das sagen unsere Hörer/innen über unseren Nachmittag Quelle: E.M.A.NRW QB 2014 1 / M. Spohrer 10 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  11. 11. Unsere Reichweite im Tagesverlauf 33% 15% 16% 20% 35% 19% 20% 26% 38% 18% 24% 27% 6.00 - 9.00 9.00 - 12.00 12.00 - 15.00 15.00 - 18.00 Programmstrecken Montag –Freitag 2013 II 2014 I 2014 II Durchschnittliche Stunde 06:00 bis 18:00 Uhr MO-FR Lokalsender: 10.2% Radio Wuppertal: 17.9% Quelle: E.M.A.NRW QB 2014 1 / M. Spohrer ∅ Lokalsender 25% 12% 14% 16% 11 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose
  12. 12. Logische Konsequenz • mehr lokale Programmstunden Mo-Fr • seit Ende Juni 2014 machen wir den Vormittag selbst • Lückenschluss 12-14 Uhr langfristig denkbar 12 LRFT Nürnberg 2014 - Den ganzen Tag Primetime? Strategien für den erfolgreichen Tagesverlauf - Georg Rose

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