02 February 2012 week 05 The art of radio programming Yves Bigot explains how RTL Radio uses state-of-the-art market research to remain France’s leading station Germany North America Mediengruppe RTL Deutschland CEO Thom Beers on the partners with The Walt Disney achievements of Original Company Productions in 2011 Germany France The German family of channels M6 ratings continue starts the year on a high note to rise in January week 05 the RTL Group intranet Cover: Yves Bigot at the RTL Radio studios 2 week 05 the RTL Group intranet “Know who you are” Yves Bigot divulged to Backstage the programming philosophy embraced by France’s leading radio station and revealed the important role played by surveys. Yves Bigot France - 2 February 2012 The audience listens to a radio station in the same way that they support a football club or political party – this is the conviction of Yves Bigot, RTL Radio’s Station and Programme Director. He says: “This medium has a social, cultural and almost family-oriented element and it is with this in mind that programmes have to set out to secure listeners’ long-term loyalty to the brand“. Even more, he continues: “In fact, most French listeners tend to be loyal to one or Les Grosses Têtes two radio stations throughout their entire lives. So whereas TV is the zapping medium par To avoid making unproductive daily changes to excellence, radio is a medium characterised by programmes or ill-advised long-term changes confi dence built up gradually over an extended to its programme grid, RTL Radio pores over period”. the comments received from listeners and also adopts a scientifi c approach, working together Accordingly, in exchange for its listeners’ loyalty, with Mediapanel, a subsidiary of RTL Group’s RTL Radio above all emphasizes the reliability French radio arm. Mediapanel specialises and longevity of its programmes and pays special in providing strategic advice for content attention to how it develops the brand, adopting editors. “We monitor the direction taken by a ‘softly, softly’ approach. Strong brands like Les RTL Radio’s programmes with a view to taking Grosses Têtes or Les Nocturnes, which have account of the perceptions and expectations been on air for 35 and 38 years respectively and of listeners, assessing trends in public opinion constitute corner stones of the radio station, are and monitoring changes in the ways people just two examples. consume the medium,” explains Ghislain Thomas, Mediapanel’s Chief Analyst for Editorial Even though RTL Radio has for a long time been Research. When advising RTL Radio, the the leading French radio station, it certainly does research institute relies on continuous analysis not rest on its laurels and constantly endeavours of the station’s listeners, keeps tabs on the to maintain the mindset of a challenger. Since opposition and also banks on the fi ndings of Christopher Baldelli took charge of RTL Group’s extensive qualitative and quantitative surveys. radio activities in France (RTL, RTL 2 and Fun Radio), RTL Radio has demonstrated a As a general-interest radio station, RTL Radio willingness to take risks and shown no hesitation strikes a healthy balance between information in introducing new programmes designed to and entertainment. The surveys commissioned keep the station in pole position in the face of by France’s leading radio station primarily ever fi ercer competition. concern ‘spoken’ content, like programmes of 3 week 05 the RTL Group intranet cultural interest and programmes comprising elements of suspense or the sharing of personal experiences. Aided by qualitative groups (dubbed ‘focus groups’) in which ten or so listeners discuss programmes and talk about what motivates them to tune in, Mediapanel arranges specifi c actions that enable the station to boost listeners’ satisfaction and, in the longer run, make its audiences happier. The surveys developed in this connection constitute the foundations for RTL Radio’s thinking when it takes strategic choices that are based on key lessons learnt from the respective fi ndings. In 2010, by regularly following up on such strategic surveys, RTL Radio succeeded in identifying a fresh opportunity associated with listening to and advising listeners on topics Flavie Flament such as health and psychology. This was how 22 per cent of its air time”. Being a general- the programme focussing on societal issues interest radio station, it has a playlist whose by sharing news, views and experiences, tracks are regularly tested (in ‘call outs’ or called On est fait pour s’entendre (Listening To ‘auditoriums’) to ascertain how recognisable Each Other Is What We’re Made For), saw the they are, how well they are liked and how light of day in the 2010/2011 autumn season. ‘old hat’ they come across as. During these tests, Presented by Flavie Flament, it has since been the panel of listeners is also exposed to a range confi rmed that the programme will be returning of new titles. for a second season. Likewise, RTL Radio drew on the expertise of its research institute in The practice of asking its listeners each week connection with the arrival of Stéphane Bern, the how they feel about the most frequently aired star presenter for the new season in A la bonne songs enables RTL Radio to play music that is heure. Coming straight from public-sector radio, very much in line with their tastes and helps it to one of the key issues was to initiate Bern into fi ne-tune its programming. These tools are vital ‘the RTL way’ of doing things and thereby make for determining how often the tracks played by him blend in as smoothly as possible with the the radio station need to be changed and also for station’s sound and image. Recommendations ascertaining their useful ‘shelf life’. But the main on a wide choice of topics were made, including component in RTL Radio’s music programming the duration of his analyses, the ‘feel’ of the show is its historical partnerships with artists like and its ‘sound’. Today, the programme is one Johnny Hallyday or Alain Souchon, specialists in of the station’s most popular shows, attracting the genre of French chansons. 1,800,000 listeners in cumulative audience per day (total number of people exposed to a media So one reason why RTL Radio is the top radio or message for a certain period of time). station in France today, in other words French listeners’ favourite, is most defi nitely because Thus, over the past three years, nearly 60 per it has always listened – and is continuing to cent of its programmes scheduled between 05:00 listen – to what its audience wants. At RTL and 20:00 have been renewed, and the station’s Radio, any editorial changes are subjected to listeners’ could not be happier. “This marked a sober consideration which Yves Bigot likens to shift for RTL, because in previous years we had “an oil tanker turning very gradually and well in not been used to taking this approach,” Yves advance, following a very precisely determined Bigot conceded, “but at the same time what course”. No doubt this has been the root of its really sets RTL apart is that it always has its ear programming success for a very long time now. to the ground, listening out for listeners’ needs And two reasons why RTL Radio is successfully for change”. retaining its lead over its rivals are the stability of its management and its ability to move RTL Radio also attributes major importance forward without ever losing sight of its values. to its music programming. As Yves Bigot puts it: In a nutshell, Yves Bigot concludes: “It’s all “At RTL, music, like entertainment, is a big part about knowing who you are and how to improve of the station’s genetic makeup, accounting for without becoming someone else”. 4 week 05 the RTL Group intranet Facts about Mediapanel • Based at 22 rue Bayard, in the same building as RTL Radio, Mediapanel is run by Chief Analyst for Editorial Research, Ghislain Thomas, who heads up a team of six specialists • Mediapanel, which was originally set up to conduct music research for RTL 2 and Fun Radio at the bidding of Tristan Jurgensen, who is currently Managing Director of RTL Net, now places its know-how at the disposal of all of RTL Group’s French radio stations • Mediapanel is the only operator in France to employ a system that was imported from the United States, based on hand-operated modules that reveal in real time how much listeners appreciate a piece of music played to them • Mediapanel uses a wide range of methods, ranging from in-depth audience analysis to organising music auditoriums, convening and chairing focus groups and putting together dedicated panels of listeners • The ‘focus group’ method is particularly useful for pinpointing a programme’s strengths and weaknesses. The participants receive modules enabling them to grade the tested content and convey the emotions they feel whilst listening • Being a transversal entity, Mediapanel has teamed up with RTL Net, RTL Radio’s digital subsidiary, helping it to redesign the RTL.fr website in 2010. At the same time, it runs tests on the effectiveness of advertising for the group’s communications managers, clarifying the impact of their communications and ascertaining how they were perceived. Pre-tests conducted by Mediapanel before campaigns have been launched serve to validate the chosen approaches, enabling any necessary changes to be made to the proposed posters’ design At RTL Radio’s headquarter in rue Bayard, Paris Ghislain Thomas (right) and the Mediapanel team 5 week 05 the RTL Group intranet New blockbusters for Mediengruppe RTL Deutschland Mediengruppe RTL Deutschland and The Walt Disney Company in Germany have signed an extensive multi-year free-to-air TV agreement.