When your main rival steals your prize asset it will no doubt be a Game Changer – for who depends on yourself.
This week we saw Cork’s Red FM, the second most popular radio station in the city make a bold, brave move by securing the services of popular and often controversial DJ Neil Prendeville from their local dominant rival, 96FM.
Neil is extremely popular because he is a brave DJ who isn’t afraid to take on issues and give his opinion. Many love him, many will tell you they hate him but most importantly for Red FM, many many listen to him. In terms of radio shows it is by far the most popular outside of some shows on the national radio stations.
This was a huge move as Neil Prendeville, who has been with the station for 25 years has a large and loyal following, 116,000 listeners according to the latest JNLR figures.
While the move is an obvious game changer I wonder is it a game winner?
The listener profile of RedFM is much younger than it’s local rival and this move will certainly bring an audience that are not a natural fit for the current profile of the station.
Unfortunately this move meant that some great and very popular DJs in RedFM lost their contracts including the Cork music legend Stephen Grainger or Stevie G as he is known. Stevie G would have had a good following but unfortunately for him, nothing to match the pulling power of Neil’s show.
While the change will bring new listeners who will “move the dial”?- will it work overall for the station?
It is understood that Neil will operate his usual morning time slot, which will attract his loyal listeners but where will the younger RedFM listeners go to? I can’t really see them staying with the station as Neil’s show is quite different.
Ironically the success of this game changer depends on how 96FM react – will they try to find a like for like replacement, who I doubt will be able to compete with Neil or should they grab the opportunity to do something new, challenging and totally different and inject fresh energy to morning radio in Cork?
When a competitor grabs your prize asset it’s up to you to make sure the change works in your favour and not the other way around.
96FM, it’s up to you!
Greg Canty is a partner of Fuzion
Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin
