10 powerful tips to lift your show to the highest possible level. Strategy-Focus: The battle between most important vs. nice to have . Teasing 2.0: The modern art of keeping listeners in the show . The next big benchmark: What new formats are the biggest rating rockets? . New Stunts and promotions: What makes your station talk of town in 2020 . Storytelling: The difference between babble and real personality talk . Manage the stars: How to build a plot for your shows characters . Digital Chances: How to use innovations to build your brand by Yvonne Malak, Founder of My Radio and Torsten Birenheide, Director of programming of RADIO PSR at European Radio and Digital Audio Show in Paris (Jan 2020)

1. 1O powerful tips for successful mornings
MODERN MORNING SHOW MAKEOVER

2. PERSONALITY
You best invest now!

3. Die Macht der Morgenshow

4. Die Macht der Morgenshow
‘If you want your listeners to be absolutely
loyal to your radio station, you have to
mean something to them as a human
being‘
Tracy Johnson

5. Die Macht der Morgenshow
German stations with popular and well-functioning
morning shows Radio Hamburg
277.000
343.000
212.000
236.000
117% 145% 89% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr

6. Die Macht der Morgenshow
German stations with popular and well-functioning
morning shows Radio PSR
223.000
253.000
158.000
182.000
122% 139% 87% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
The ratings you don‘t make in the morning won‘t
turn to revenue during the day.

7. Die Macht der Morgenshow
Federal station with an irrelevant morning show
AC format in a federal state, comparable to Radio PSR
81.000
92.000
79.000 80.000
101% 115% 99% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr

8. Die Macht der Morgenshow
Would this station earn more money, if
the morning show performed better?

9. Die Macht der Morgenshow
Return on investment
Anchor, Anchor & Co-Stars!

10. Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?

11. Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
USP within the market of TV series:
Relatable characters with the same problems in love and
life, sex and friendship as the target group.

12. Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
A plot that results from the mixture of the characters.

13. Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
The combination of characters = different perspectives on
topics.
.

14. Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
Create your own BBT

15. Die Macht der Morgenshow
Where is the niche within the market and your format?.
Which cast makes sense?
Which focus makes sense?
The Market . The Stars. The Plot.

16. Die Macht der Morgenshow
The Market . The Stars. The Plot.
Look for ‘your‘ Sheldon, Leonard and Penny!
Relatable characters with
the same problems as the target group and different perspectives on
the topics

17. Die Macht der Morgenshow
The Market . The Stars. The Plot.
Results from the personality traits and quirks
This gives the show the presenters‘
respective fields and topics
so you end up with overarching signature
topics

18. Die Macht der Morgenshow

19. 2020 TRASH CAN
Things you don’t need anymore

20. Die Macht der Morgenshow
what you don‘t need:
Fakes
Tons of Gags
Time consuming presentation of
promotions/contests
Classical comedy

21. 2020 CONTENT
What do you need in the show?

22. Die Macht der Morgenshow
What you definitely need:
Signature segments

23. Die Macht der Morgenshow
What you definitely need:
Underestimated topics!
‘the CI of the day‘–
with an individual touch
When you are talk about the topics that affect your
listeners, you are talking directly TO your listeners !

24. Die Macht der Morgenshow
What you definitely need:
Underestimated topics!
Create your own hot topics

25. Die Macht der Morgenshow

26. Die Macht der Morgenshow
What you definitely need:
Underestimated aspects!
Take the topic further

27. Die Macht der Morgenshow
What you definitely need:
Underestimated areas!
Always look for a new spin on a topic

28. Die Macht der Morgenshow
STUNTS
GAMES/
CONTESTS
CHARTS
SINGALONGS
TOPICAL
SHOWOPENER NEWSTEASER
EXPLAINING
SEGMENT
PERSONALITY
BENCHMARK
SOCIAL
MEDIA
MAJOR
PROMOTION VOTING
SOUNDS
COMEDY
CHARACTER CALL INS
DIALOG/
CREWTALK
INTERVIEW
FUN SPOTS
ONELINER
WITH
PUNCHLINE
REPORT/
LIVE REPORT
QUIZZES
ASK THE
COMMUNITY
FOR HELP
SURVEY
WRITE IN
WhatsApp
DAILY
SEGMENT

29. Die Macht der Morgenshow
Underestimated aspects that take your show to the next
level
Ask your crew members for personal anecdotes and experiences in
your daily editorial meeting!
Without those personal topics a program will just remain a program
and will never become a SHOW

30. Die Macht der Morgenshow
Underestimated aspects that take your show to the next
level
Narrative Arcs
Daily Soap
Storytelling
Emotion – facts are only data

31. NEW BENCHMARKS
Unique content for your show

32. UNIQUE VS. STANDARD
It is most important to develop unique ideas, which can
only be associated with ONE SINGLE brand. There is no
room for standard in the flooded mind of the consumer.
What is the special twist of a column / topic? What is the
signature of the brand?

33. EXAMPLE: LOCAL BENCHMARK
Das RADIO PSR Sächsikon - Words that should not die!

34. EXAMPLE: DIGITAL BENCHMARK
RADIO PSR Sachsenquiz - Who is more clever than Alexa?

35. LISTENERS ON AIR
Interaction is the key to connect with people.

36. • 1. „What are you doing right now?“
perfect for the 6 o’clock hour
FANS AND FRIENDS ON AIR
• 2. „positive and simple call in“
„vacation count down“ - how long do you still have to work?
• 3. „Help, I don’t know what to do“
the anchor has a problem and asks the fans
• 4. „Freestyle: Let’s see what happens“
any of your listeners sets the topic

37. FANS AND FRIENDS ON AIR

38. STEFFEN LUKAS SHOW FAN-BREAKFAST

39. NEW TEASING
Clickbait-style for radio

40. Die Macht der Morgenshow
What teasing can do for your product
Teasing builds images
- For great content
- Interesting personalities
- Must-hear moments
- Fun
- Contests /prizedraws
- Music

41. Die Macht der Morgenshow
What teasing can do for your product
Try to tease multidimensionally
- From minute to minute
- From hour to hour

42. Die Macht der Morgenshow
What teasing can do for your product
Everyday at 7:10 tease a different segment –
at the end of the week, the 7:10 listener knows,
that he/she will miss out on a lot, if he/she
doesn‘t listen at
7:40, 8:10, 8:40, 9:10 and tomorrow 6:10

43. Die Macht der Morgenshow
What teasing can do for your product
Tease your highlights as often as you can

44. Die Macht der Morgenshow
TEASINGMATRIX Sender
06:10
ZEIT TAG 1 TAG 2 TAG 3
06:15
06:20
06:25
06:40
06:45
06:50
06:55
Lifehack at 7:10 Comedy Segment 6:15 Major Promotion 7:15
News 6:30 Major Promotion 7:15 Event Note 6:20
Star guest 8:40 Crazy Phone 8:40 Lifehack 7:10
Music and Major 7:15 Quiz 7:40 News 6:30
Star guest 8:40 Lifehack 7.10 Major Promotion 7:15
Major Promotion 7:15 News 7:00 Afternoon Show
Afternoon Show Music Quiz 7:40
Music Promotion 7:15 Music

45. CLICK-OPTIMIZED HEADLINES

46. • Curiosity: The Feeling of highest expectation
„Your boss would like to ban these tips“
„most of us just laughed tears about that“
„you won’t believe your ears“
• Numbers and lists: Snacks for the brain
„one single trick helps against mosquitos “
„the 60 second weekend check“
„5 winning tricks for more money in the job“
NEW TEASING

47. GOOD TEASINGS ARE DOPAMINE-BOOSTER.
THEY ARE AS IMPORTANT AS THE CONTENT.
"Dopamine is not about pleasure per se, it's
about anticipating pleasure. The promise of
happiness is stronger than happiness itself."
Robert Sapolsky, neuro-scientist

49. ISLES OF SILENCE
Fighting the wall of noise

50. SILENCE VS.NOISE TERRORISM
People need moments of processing content and stories.
On the radio, that's music. They are the quiet islands of
the morning show. The "wall of noise" must be
prevented, because you become restless and irrelevant,
since nothing really matters anymore.
The trend goes towards „dry“presentation on air.

51. HUMOR VS. HATE
The positive spin for every topic

52. Die Macht der Morgenshow
Why do people listen to the radio?
For mood management
MOOD MANAGEMENT
PEOPLE USE ENTERTAINMENT MEDIA IN ORDER TO:
1. REDUCE A BAD MOOD OR
2. GET IN A BETTER MOOD OR
3. KEEP THEIR GOOD MOOD.

53. Die Macht der Morgenshow
Mood Management
Make people feel
GOOD

54. THE DAILY DIGITAL
TERRORISM

56. WE ARE THE ALTERNATIVE: WARM AND
POSITIVE, INSTEAD OF COLD / ANGRY.
Radio was always the only medium that
people consumed without feeling
guilty. Today we orientate ourselves far
too often on the hyped, click-controlled
online bazar. We need more positive
ear catcher instead of negative exciters.

57. HUMOR VS. HATE
„In one experiment we changed the details of a story to
evoke more anger. In another experiment, we made an
ad funnier. In both cases, the results were the same. More
anger or more humor led to more sharing.“ Jonah Berger
„Contagious: Why things catch on“

58. • no negative topics on air
we avoid artificially excited ( online ) topics
THE POSITIVE SPIN
• we avoid ? - debates
Can climate change kill us all?
Will the Brexit cost thousands of jobs ?
• we avoid negative keywords
discussion, trouble, panic, fear, concern, doubt
• we celebrate the positive
stories of success, friendly listeners on air,
authentic humor

59. 1O powerful tips for successful mornings
MODERN MORNING SHOW MAKEOVER