The document outlines five key focus areas for radio programmers: market competition, understanding the listener, brand identity, product communication, and effective outreach. It emphasizes the importance of knowing the audience, enhancing on-air and digital presence, and building a strong brand that resonates with listeners. Additionally, it promotes an upcoming book titled 'Radio Warfare,' which provides strategies for competitive radio programming based on years of experience.

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