Through our music, we contribute to diversity

For the second year in a row, Radio 105 was named «Radio of the Year.» The private broadcaster received this award for the largest increase in listeners in German-speaking Switzerland—a 35 percent rise from the previous year, from 79,000 to 109,000 listeners. Compared to its FM launch in 2009, this represents more than a doubling of listener numbers (daily reach, Mediapulse Radio Panel, target group 15+, German-speaking Switzerland, private radio stations, Monday–Sunday, first half of the year).

WW: Mr. Scaglione, what is the secret to Radio 105's success?
Giuseppe Scaglione: A large part of our formula for success is passion. That may sound trite, but it’s anything but a given to find a job you enjoy so much. Our young hosts give it their all. Radio is their world, their life. And listeners can tell.

The 105 program is tailored to a young audience of 15- to 25-year-olds. The hosts do one thing above all else: they entertain. Topics include celebrity news, contests, parties, and concerts. Musically, the station focuses on the latest releases—«Today’s best music» is its slogan. A strong connection to the DJ scene is also part of the programming. On weekends, 18 DJs host their own shows—including Bob Sinclar, DJ Antoine, Mr. Da-Nos, and David Guetta.

What are the program's main focuses? Which show has the highest ratings?
As with most stations, the morning show is Radio 105’s most important program. In terms of ratings, however, we’re very strong not only in the morning but also in the evening. The reason is likely our history as a cable station. Cable TV was a medium that people typically used at home after work.

This statement implies that Radio 105's target audience has aged ...
I wouldn’t put it that way. Surveys show that we’ve been able to retain our original listeners. However, since Radio 105 moved to FM, we’ve been attracting mainly young listeners. We also see differences throughout the day: While the target audience is still relatively broad in the morning, it gets significantly younger toward the evening. For this reason, the evening programming is more focused, younger, more progressive, louder, and even edgier.

Even louder? Even more irreverent? As a listener, you already feel like you're being yelled at during the morning show …
Otherwise, you'll never wake up!

Does it have to be that way?
It’s not like there’s any screaming going on. The point is: the music we play is loud and full of energy. If the host were to whisper, he’d be completely drowned out. Our hosts have to take into account the energy that the music brings. After all, we rarely play ballads.

Music is a good topic: When 105 launched its FM service in 2009, you said that 70 percent of the music wasn’t on the charts. That’s a fact that sets 105 apart from other stations. What’s the situation today?
Currently, the percentage of music that isn't or hasn't been on the charts is around 50 to 60 percent. This has to do with changing musical tastes. The music we’ve always played on Radio 105 suddenly became popular. However, what matters to us isn’t whether the music makes it into the charts, but how fresh and how good it is.

Wouldn't it be more exciting to turn away from the trend again, musically speaking?
Just because the music is successful can’t be a reason to throw the concept overboard! Quitting right now would be practically suicidal. Why should we leave the field to others? Much of the music we play isn’t played on other private radio stations. Here, we’re making a real contribution to diversity.

You mentioned the two peaks during the day: in the morning and in the evening. What about the weekend?
There, it's spread out over the course of the day and picks up toward the evening with the DJ shows. Our chart show is also especially popular on the weekend.

How about between 11 a.m. and 12 p.m.?
I assume you're referring to the «Talk vor 12»?

«Talk vor 12» is a weekly talk show that airs every Saturday and Sunday before noon. On the show, host Michi Sahli talks with guests about politics, current referendums, legislative proposals, or their personal lives. For example, he spoke with SP Federal Councilor Simonetta Sommaruga about asylum seekers and hash cookies.

Exactly. A political show is a type of program you wouldn't expect to see on 105.
That's true. The show was mandated to us as part of our FM license. At first, we really only produced the show because we had to. By now, the talk show would exist even without that obligation. We made a virtue out of necessity.

In what way?
«Talk vor 12» is a very bold format that’s helping us reach a new audience. The show is followed by a slightly older demographic of listeners. Listeners for whom 105 isn’t usually their first choice. In addition, the talk show gives us a certain relevance and depth that isn’t possible in our regular daily programming. We stand behind the format and haven’t relegated it to off-peak hours—instead, we’ve put it front and center.

Well, for a lot of teenagers, 11 a.m. on the weekend is probably still pretty early …
That's why we're rebroadcasting the show on Sunday. Sleeping in might be an option for one day. But since the talk show airs on both Saturday and Sunday, it's hard to avoid watching it.

Let's stick with the topic of news. According to the OFCOM study, 105 of Zurich's private broadcasters have the lowest proportion of news content.
Yeah, yeah. But you’d have to take a closer look. Much of what we classify as information wasn’t recognized as such in the study. We break down political topics to the point where they become understandable to people who don’t deal with politics every day. That can quickly lead one to think that it’s no longer information in the traditional sense. I see it differently. It’s simply a different way of conveying information. Besides, is it only “information” when it comes to politics? Or are we also providing information when we discuss a new piece of music? We’re targeting a different audience than our competitors. That’s why it doesn’t make sense to compare the information we provide.

Don't you see a need for action?
I don’t think we have any shortcomings when it comes to information. Of course, we don’t cover every event or every topic. But that would be the wrong approach anyway. With the SRG, Switzerland has a broadcaster that does this very well and has the necessary resources to do so. We operate in the private sector and have to ask ourselves: Where do I stand out? How am I different from the mainstream? While we respect the law and our license, we don’t make radio primarily for lawmakers—we make it for our audience. Dying in splendor doesn’t benefit anyone. We look at what’s in demand out there. The need is greatest when it comes to music. Listeners don’t expect the same range of information from us as they do, for example, from Radio 24 or DRS3.

To what extent is Radio 105 focused on Zurich due to its FM license?
With the FM frequency came the mandate to focus on local content. That’s what we do—and not just with the weather and traffic reports. But at our core, we’re not a traditional local radio station; we’re a radio station for German-speaking Switzerland.

In addition to its FM frequency in the Zurich area, Radio 105 is available on cable—and, since November 2011, via DAB+ (Digital Audio Broadcasting) throughout German-speaking Switzerland. DAB+ is a platform that is steadily gaining importance in radio listening. Currently, 2.4 million people in Switzerland can already be reached via digital radio. Scaglione, who had long been critical of DAB+, now has high hopes for the technology …

What are your thoughts on DAB+ today?
DAB+ could very well become a success story. DAB+ radios are now being installed in cars, the SRG has invested a lot of money, and Switzerland is a pioneer in terms of the number of digital radios … DAB+ works exceptionally well. The technology is reliable and simple: just flip the switch—and it works. These are exactly the things that once made radio so successful.

Radio stations have also been promoting DAB+. Time and again, 105 has given away DAB radios …
That’s right. As a private radio station, we naturally benefit from DAB+. Having an FM frequency for Zurich is great. However, my vision has always been to create a radio station for German-speaking Switzerland. DAB+ represents a shift in mindset. For the first time, the SRG is truly allowing competitors. All stations have antennas of equal strength and cover the same area. If DAB+ catches on, everything will be turned upside down.

When it comes to radio usage, internet streaming should not be overlooked either. According to the station’s own surveys, about half of Radio 105’s listeners tune in via web radio. Scaglione is frustrated that radio listening via Internet streaming is not yet included in the official statistics (Mediapulse Radiopanel). He believes that, given its young target audience, Radio 105 should benefit more than average from the inclusion of Internet radio usage. The station’s founder will have to be patient for a while longer. While a change has already been initiated for TV data, Mediapulse expects to be able to track web radio usage starting in early or mid-2013.

What are your plans for 105?
There will be a few innovations in the program lineup. But we’ve settled on the basic mix. The goal now is to reach even more people and raise awareness of 105 outside of Zurich. Next year, we’ll also be launching a new website.

Which way are we going?
The website will be designed for mobile, device-independent use. And we're exploring new forms of advertising. That's almost the biggest challenge.

Which type of advertising challenges you the most?
Yes. We think about which offers are interesting to customers. It can't just be about clicks and banners! Integrated advertising is what's really exciting.

Radio 105 is already putting together comprehensive packages for its advertisers. A good example is the «105 DJ Night.» Last Friday, around 2,500 guests partied with the radio station and its DJs at Club X-tra. Tickets were given away in a raffle on Radio 105, and the party was funded by sponsors, who were given significant exposure over the course of a month: in the lead-up to the event—in trailers, during ticket giveaways, on flyers, and in online banners—as well as during the party itself, with logos and dedicated lounges in the club. Scaglione does not reveal the exact budget sponsors can expect: «We don’t publish figures. But let’s put it this way: If someone places one or two full-page ads in a major daily newspaper, they’re in. Should the event grow even larger, it will reach a whole new level.» Larger not only in terms of the venue but also in terms of advertising opportunities. From poster campaigns to TV broadcasts featuring sponsors, Scaglione can envision it all. Marketed in-house. That’s because, as of the end of the year, Music First Network AG—the company behind Radio 105, which is already responsible for promotions, sponsorships, and special advertising formats—will also take over traditional marketing, which is currently handled by Energy (Ringier Entertainment).

Isabel Imper