The private radio station, past, present and future. NL exclusive interview with Gianluca Costella 
The private radio station, past, present and future.
NL exclusive interview with Gianluca Costella - As we have written on these pages
, 2005 is a year that will leave deep traces in
Italian radio, many are the "movements" that have editorial
distinguished and certainly distinguished him further . The more
operations for the period are of course the supply plant
group Lattemiele Mondadori (R101) and the sale of
maxiemittente Milan Radio Reporter Mediahit
by the group (headed by Lori Bessi, historical editor of Radio Heart). In fact,
while the former is simply one (albeit important) operation
sale of plants, the second is a great deal of editorial
thick, designed to profoundly alter the balance of trade
in local advertising, and distribution area, to some extent, nationally.
It seemed right then analyze the state of the medium and to do so we decided to submit
fed a series of questions one of the leading experts in a radio editorial
Italian, Gianluca Costella, among other things, its artistic director
Radio Reporter. The following interview was collected by journalist
massmediology
Andrea Lombardo and contains new elements of history and Italian radio
Milan in particular.
GIANLUCA, PART OF THE ORIGINS OF RADIO. ISSUERS OF WHICH YOU ARE NOW VERY
HAVE MORE 'IN THE HEART?
The radio that I really loved and with whom they have really grown as a kid listening to
were
Absolute Radio International in Milan, then New Radio Corporation - a few will remember: it was the radio of my
neighborhood - and then Reporter because I've always liked the style of Daniel and Emily
transmission.
ELSE?
I remember with pleasure VIP Radio, in my opinion, was the first real theme Milan
issuer with a program of music from one
disco and soul-jazz. I never knew who did the programming
was really good. I congratulate him after 25 years. The radio
disappeared in 1981: from one day to the other with the Crusaders gave way to Albano and Romina
of Gammarad. Traumatic!
BACK TO RADIO MILANO INTERNATIONAL. WHAT ARE YOUR MEMORIES?
Di Milano International, I immediately loved the music on the air. I remember
clearly the very first moments when it starts broadcasting
at 14. It was 1975, one year course that I lived more
listener to attend to business: I was only 9 years! At that time he listened
Rai, Monte Carlo and little else, but I must say that my love for the radio
born from a passion for music. Even at that age I had the good fortune to
buy discs that I liked more.
AS 'THE FIRST OCCURRED WITH MILAN INTERNATIONAL APPROACH TO LISTEN?
One afternoon my cousin came to visit, with a few years older than me,
saying "there is a private radio station." He explained what it was, lit
radio and tune in to Radio Milano. They were in the wave Labelle.
From there it was for me a new world!
AS IS 'MODERN YOUR "WAY"?
a young boy in 1978 in junior high, I was passionate about technology and
could build a small transmitter with a kit from a magazine on the newsstands, I
"New mail": lit a signal from my house with 20 watts.
broadcast the music that I liked and that was my approach.
AND THEN?
In 80 to 14 years old I enrolled in high school and came into contact with two boys in
leisure pathogens at Radio Milano 1.
invited me in the modest offices of the issuer - The back of a shop - and so began
to attend. After a while I started as a DJ for fun, without
know that radio would become my profession. Following
collaborated with other broadcasters, such as Radio Superstar. But the first
"big step" was through a real opportunity:
went into possession of a 1 kilowatt transmitter and thus was born Cosmo Radio 104,
the radio that I used until 1989.
WHAT MEMORIES OF RADIO COSMO?
We started in 1982. It was a top general radio,
made with limited means. After the first year I realized that
go on like it was a waste of time and resources, and in 1984
changed to be in a music-only station, with jingles of great quality and format
dance (50% new music, 50% tracks from the past). The
advertising began to work.
IS SOMEONE noticed ...
Yeah. 87 Alberto Hazan arrived propose a collaboration, nuanced
from them recently because in that period had the occasion to point out RMC
Italy. The ratio of attendance, however, and continued two years later
I set out to create something together. At that time, various parties
wanted to pursue a partnership with me (for example Gianni
Miscioscia). I still need to find a partner to develop
my business, and I chose Alberto. The first idea was to transform
Cosmo Radio 104 in 105 Music, although I would have preferred to call 105 Dance. But one evening
illuminating the idea: to give life to the first of only classical radio.
started to recover the catalog, buy the discs and swiftly departed
Milan. Radio 105 Classic was born.
almost simultaneously BUT 'YOU ARE ALSO IN THE NATIONAL PARTIES.
We connected several redundant frequencies of 105 and RMC.
Beyond this, the fact is that despite having 105 Classic
undergone many changes in terms of coverage, over time you
attested to having a number of listeners rather high: more than 800,000 average daily
, Audiradio data. Alberto, however, was always focused on 105
and RMC, its priorities: I suffer from it and after seven years Madurai
the decision to leave the company.
THEN IN DECEMBER '96 WHEN WAS THE DECISION TO SELL THE GRANT
NATIONAL FLYING MARIO were already 'out of society'?
Yes my shares had already been sold for a few months to Hazan.
PERO 'HAZAN WITH THE REPORT' HAS GOOD
Absolutely, it is a dear friend and we still attend. In fact I have a lot to
Alberto ... perhaps all, because he taught me how do you make
to the radio. This is the truth. Before I was only
artistic sense and intuition.
WHAT HAPPENS ONCE THE EXPERIENCE OF 105 CLASSIC?
even change your life and I wanted to turn the page in spite of this wonderful experience
radio just finished. He was just born
my child and my desire was to move abroad, in France. Claudio Astorri
But then came that persuaded me to remain in the world
radio. So did Michele Menegon who ran Italy
Radio Network. "Do something for us," he said. Ingle me with a proposal
important and left shortly after the afternoon program "Pirate Radio" with
Andrea Pellizzari. I found myself doing so again in game one
Italy Radio Network and on the other hand, creating the first true consulting
Astorri with Claudio.
AND THEN CAME THE TIME OF 101 ...
Yes, came the phone call every hour of the first radio
would like to receive. At 8:30 am a radiant Angel
Borra told me that it would take to make use of my artistic contribution to his radio,
including the project of revival of the legendary Radio Milano International. In
day we met at the headquarters of the Piazza della Repubblica and already the same evening
reached an agreement. The key role was played by Massimo Lualdi
(consultant group, En), which evoked Borra
to revive the legendary "Magic 101" and planned technical resources to create
operation.
as it would RADIO MILANO INTERNATIONAL Born Again?
In the first phase was to be a celebratory radio, mostly oldies
. In a second stage there would be a development I believe that music and jingles
historians would not be enough to succeed completely.
ALSO HAD THOUGHT TO HISTORIC ITEMS RMI?
With probably the only DJ that I would be aired a little later would have been Leonardo
(Leopard, Ed). He will remain unmatched and unequaled
over time. Angelo and Rino were in agreement with me.
KNOWN AS THE PROJECT IS NOT MADE IN TIME AS CONSEQUENTLY
WAD ARREST OF BROTHERS ...
were arrested a month before being put on-air ". More than a "bunch"
professional was a "hit" man. Having to deal daily with people who
from day to day can not see - without considering the merits of the legal
- was a huge disappointment.
ALSO RMI had devised a format "GOLD". YOUR COURSES HAVE OFTEN ENCOUNTERED
RADIO OLDIES, I think ...
Yes, I was often associated with the year 70/80, but as I said
also developed the schedule of Italy Network and is not merely an oldies radio
: far from it! I do this work because they love music and I like to look ahead
. I like songs that have made the history of music but also
sounds innovative.
GET TO YOUR LAST EXPERIENCE, STILL IN PROGRESS: THE ONE WITH RADIO REPORTER
.
early as 1985 I had the opportunity to work with Radio Reporter in 2003 but only materialized
the opportunity for a more productive working relationship and there was a meeting with
Massimiliano Pozzi, director of the radio.
IN THIS CASE, BECAUSE 'REPORTER HAS CHOSEN YOU? WELLS Think of some
CHANGE DUE TO NOT BRILLIANT RESULTS AUDIRADIO OF AT THIS TIME?
Maximilian retained the old team without inserting new characters
until the radio has grown. When the radio has given signs of slowing down, not
inability to staff, but simply because sometimes it takes a little '
for renewal, he decided to contact me. For a month I did was listen Reporter
that literally puts the X-ray, on the advice of the same
Pozzi.
THEN YOU WILL BE PUT TO ACTUALLY WORK ...
course. At the first meeting with the staff Highlighted
my impressions: the historical items were those that remained cooler and
reasoned that giving value to the product, while the "new generation"
were lost. So I concentrated on just making changes to
schedule. Massimiliano has trusted me to work. With lucidity, in
each meeting, gave precise answers and made me do acting
resources. Step by step I understand the bond that exists between
listeners and the radio from then on, things are simplified.
GIA '. LISTENING TO THE REPORTER. A REAL hard core ...
Reporter has a special relationship with the public, everything from
decipher. The listeners are very attached to the "Radio Heart" and the almost
consider their property. Understanding the audience
first to understand the radio - this is crucial - and not disappoint. Previously there had been
the idea of \u200b\u200brejuvenating the product going to look for a potential audience
that in reality would never have chosen Reporter. And this is probably a cause for the loss of
plays. Aficionados historians found themselves more
classics Reporter (Pooh, Elton John, Zero, Battisti)
who had been greatly reduced, and did not recognize the radio that they had always loved
. It was necessary to create a more homogeneous clock in all age
able to satisfy 100% of the listeners that belong to a very specific type
with an identikit equally clear.
IN GENERALE QUALI INTERVENTI SONO STATI ADOTTATI?
C'erano in onda jingle datati, che ho poi sostituito con liners più attuali
realizzati da Massimo Braccialarghe (voce di Italia 1), e il modo di
confezionare la radio risultava un po' "vintage". Ho cercato di lavorare
proprio lì, oltre ad aggiustare la qualità del suono. Circa i conduttori,
non possono essere segregati in interventi da 30 secondi altrimenti "si
uccide la radio" e cioè "la Radio del Cuore".
RIASSUMENDO: RADIO CON SUONO DIGITALE, BUONI JINGLE E ARMONIZZATA. E POI
QUALI ACCORGIMENTI HAI ADOTTATO?
Il salto in avanti è stato fatto portando la radio "in outside ".
The first step was to direct the reopening of the ten-day
Pirelli skyscraper in Milan: it was in April 2004. We went on the air from there all
days, DJs were strongly motivated by this event and
our microphones have followed many guests from the entertainment world.
same goes for the collaboration with the Fnac in via Torino where we
been present several times bringing the live radio with interviews and show-case
together with the most acclaimed artists Italian. and then directly from concerts, fairs
not forget the comment about the match with Inter Milan and Boots and
Pellegatti.
REPORTER HOW TO JUDGE NOW?
A nice solid product, very different from the other radio. I realize that
a "technician" who listens to the radio reporter could not find one, but
thousand faults! But in the end, extremely friendly and popular appeal that has
Radio Reporter makes it unique. And the results have proved us right.
ABOUT RESULTS, THE RADIO IN 2003 WAS 248 ASCOLTATOR I: TODAY IT HAS 357 THOUSAND
.
We were awarded despite the presence of well-entrenched competitors in the reservoir and
our assets with better reception.
AMONG OTHERS CAN NOT 'IGNORE THE FACT THAT IN THE LAST TWO YEARS ARE THE RADIO
in a sense "AGED" AND REPORTER'S COMPETITORS ARE INCREASED
...
E' proprio così. E Reporter è "invecchiata" ulteriormente. Una delle mie
ultime sfide è stata mettere in onda un programma con due delle voci
storiche della radio, Daniela ed Emilio. La trasmissione, che ripercorre le
classifiche degli anni '60, '70 e '80, riscuote un successo davvero sopra
ogni rosea aspettativa. Ma ho rischiato inserendo il repertorio musicale
degli anni '60.
A QUALE CONDUTTORE DI REPORTER SEI PIU' AFFEZIONATO?
L'affezione non è tanto per un personaggio, ma per la radio in generale.
PROPRIO IN UN MOMENTO DI CONTINUA CRESCITA IN AUDIRADIO REPORTER HA CAMBIATO
PROPRIETA'. UN AUSPICIO PER IL FUTURO?
Continuare a crescere così. Ci sono dei margini di miglioramento notevoli.
Esistono dei terreni che non abbiamo esplorato ancora a pieno. Penso ad
internet, ma non solo. Per quanto mi riguarda gli stimoli ci sono sempre,
altrimenti non farei più questo lavoro.
PER CHIUDERE, PARLIAMO DELLA RADIO OGGI
Il modo di fruire la radio è cambiato. I tempi cambiano. Chi si avvicina
alla musica è più giovane rispetto ad anni fa, ma quando ero ragazzo io
l'unico modo per sentire la musica era accendere la radio. Oggi mio figlio
12enne quando vuole ascoltare musica ha internet, l'Ipod, la tv musicale. La
radio è solo al 4° posto.
MA, OLTRE LISTENING TO YOUNG PEOPLE SHOULD HAVE YET TO RADIO IN FIRST PERSON
?
course, but for them it is a big problem. Do not know where to get started.
It is difficult to find human resources to put in fresh air. I spoke recently with Denny
Stucchi Radio Deejay
that selects the candidates for "Deejay you want," seeking out new voices for radio
Elemedia. He confessed that, despite having collected 2,000 specimens
two years, struggled to select the boys who were to participate in
contest (down to about forty people).
WHY THIS '?
Here is an explanation: the lack of radio places to do "gym."
would be nice to create an Internet radio station dedicated to this. I take the test
most promising, also made in house, I know the "secrets" of
radio and inspire them with the basics of how to be "on-air" with personality.
Want some clever character does not emerge?
AND LOCAL RADIO?
The lower the range, the greater must be the
thematic nature of the issuer. This is the mistake that many publishers are
local radio: not thematize their station ... and therefore not
get visibility and consequently plays.
The future of radio? Mostly
in mano a grossi gruppi editoriali.
PER FORTUNA O PURTROPPO?
Non ti rispondo, nemmeno sotto tortura!
Intervista raccolta da Andrea Lombardo per NL
