The radio producer

This month, Giuseppe Scaglione is launching a second station, Radio Monte Carlo Swiss, in addition to Radio 105.
Career counselor explains that he wants to make listening to music his profession.
"Lazy bastard," she said and sent Giuseppe Scaglione - as it were
in Basel - to the chemical industry for a commercial apprenticeship.

Today
the "lazy music listener" goes every morning at half past five to the
Jogging and will soon be the successful owner of two radios. On 26.
January, the founder of Radio 105 celebrates his birthday with a big party.
Launch of Radio Monte Carlo Swiss. Scaglione's Italian partners, who hold a minority stake in 105
have been operating Radio Monte Carlo in Italy for years
under license. "Radio Monte Carlo is one of the best-known radio stations in the world.
Radio Brands," enthuses Scaglione. The station is known from Moscow to
Paris. And today, when brand awareness is also a
media company counts more and more, it is crucial to work with
can operate with strong brands.

Monte Carlo picks up where 105 leaves off in terms of age. The
The core target group is 25 to 45 year olds. This puts us in the sights of
almost all local radio stations. However, Monte Carlo is said to be "clearly
for example, from Radio 24. Although you can use the everywhere
Robbie Williams would not sound any different. Scaglione wants
nevertheless characterize their own style "with small interventions
from the moderation to the playing of lesser-known pieces".
In addition, Radio Monte Carlo is not supposed to offer suction lattism by telephone.
give. The news on Monte Carlo Swiss will initially be published by an existing
Editorial department. However, the in-house services are to be expanded,
says Scaglione, who in his younger years also had his own
journalistic experience as an unpaid freelancer for radio
Raurach was allowed to do.

Radio 105 now has four different programs. The
The main program can be received on the cable network and on the Internet. There are
also three complementary programs in CD quality at www.105.ch
to receive. According to Radio Control, Scaglione's 105 is listened to by 50,000 people. It
However, it is a big problem to really get the consumption of young people right.
to be able to measure. "The more specific the target group, the more difficult
the capture." Recruitment of the Radio Control audience is underway
via landlines, "but young people almost only have cell phones".
What's more, it's hardly sexy for a hip-hopper to be wearing one of these big
control clocks to go out. This explains why the
Wemf figures for 105 almost three times higher than Radio Control figures
be measured.

Advertising on 105 is broadcast in two blocks per hour. At Monte
Carlo is only interrupted once more. But more in the
sponsorship area. Already working well at 105 is a
Cooperation with UBS. The bank leaves a link on the radio website
run their commercials. Are there signs of an expansion in the direction of
Internet television? "Illustrating music with clips would be a small
step," reveals Scaglione. This does not require a concession, "although
Bakom is certainly looking for ways to control this". But:
"My server can be in the Caribbean."
For Scaglione, the Internet with all its possibilities is "a
Revolution". In fact, an Internet radio station like 105 in New
York as well as in Zurich or in the farthest mountain valley. Why
so Scaglione is still fighting so hard for an FM frequency? "Anon
long stakes like the competition," is his argument.
He also knows that the listening behavior of his audience changes over the course of the
day changes. After work, listeners migrate from the Internet to the
Cable. When IP radio is even more technically established, the
change that. "Our future will therefore no longer depend on a
Media Minister Moritz Leuenberger, but Bill Gates will be responsible for
do our homework." The time will come when end devices
that allow you to listen to Internet radio while walking down the street.
can hear. With digital forms of distribution, the state is therefore losing the
Legitimization to distribute concessions. "This stems from a
antiquated way of thinking," says Scaglione, who is occasionally referred to as
dubbed the "Schawinski of the digital age".

It is also very polarizing. Why? Scaglione can imagine,
that the aspiration to do something professional "is a lot of
unsettled". As long as something is harmless and can be trivialized,
it has many sympathies. As soon as higher demands are made,
fears are awakened. "This became clear to me in the
Statements on youth radio. Everyone was right for the competitors, only
not us." Today, the small empire works with freelancers
15 people and functions almost like a family. Scaglione's wife
Paula Libera works in the studio, which helps the relationship in such a
strong commitment to the profession is "rather beneficial".

Andreas Panzeri