Being a former Werter try to answer and I extend to others who have asked me privately the same thing: if the product we hear today was the final surprise me enough. I think le mutazioni di Radio R101 non siano terminate e mi sembra assolutamente comprensibile: per cominciare, già dalla mia fuoriuscita ad oggi ( il progetto che mi era stato prospettato aveva caratteristiche diverse da ciò che è oggi) ci sono stati dei cambiamenti, probabilmente motivati da imprevisti, ripensamenti, magari un pò di inesperienza o forse anche adattamento alle risorse disponibili.
Non escluderei neppure il fatto che questi "aggiustamenti" possano essere parte di un percorso funzionale ad un piano a medio termine con finalità diverse.
Cerco di spiegarmi: se come si è sentito dire, Mondadori ha intenzione di acquisire altri network, molto dipenderà da quale/i radio compreranno. E' evidente che se fosse of overlapping shapes or even vaguely compete with the current 101, you should decide which radio "pervert" to avoid unnecessary cannibalizations.
Equally true is that if they decided to spend all this money in communication for a product not yet defined or permanently, to get further financial resources to invest will be very substantial.
But I remain today: it seems to me that the new 101 has some good things, to be honest, some not too different from the days when he had 1.3 million listeners, and others to be "perfect."
The choice of music, of its kind, is of the highest quality but, in my opinion, for a short term. Tell you a story: In June of 2003 (three months before to the scandal that led to the arrest on the radio), I attended a meeting with one hand, the publisher and marketing director of 101 and the other publisher and a consultant to the group 105. The purpose of the meeting: to find common ground ... collaborate.
Radio 101, as proposed by the consultant, should have been turned into a radio of past successes, inspired by the case history of Kiss FM in Spain. This radio, with a semi-national coverage and many gaps (comparable to that of 101 at the time) with this choice of format had nearly quadrupled its audience, or from about 350,000 to 1.2 million in one year. The adviser also emphasized that the international trend of the market equivalent Italy, demonstrated how the format was rising most everywhere in "Oldies / Soft AC".
We decided to "monitor" this radio and found that: they spoke very little, had only two commercial breaks per hour and were in a market without competitors in that segment.
Then the thoughts were interrupted by the events ... and the Court has imposed for the duration of seizure not to make any modification of any kind on the radio. That said, I do not think we would have married this line, but choose to follow it could perhaps give us the potential advantages in the short (but considering the different market conditions in Italy than in Spain) but quite evident in the medium term limits (The following year, 2004, for the record, the English radio station has won just over 10 %...). that's why I think the consultants (and throughout the world say the same things) I see the results of 101 after this flood of communication and the huge increase coverage and certainly will make other adjustments to the format. It seems to me perfectly logical and understandable means any radio, including 101, has undergone and is undergoing transformation. I agree absolutely, as a listener, in the hope of finding something
innovative on the market.
Precisely because of this, Mondadori when it took office, I proposed to entrust the job of station manager Roberto Giovalli (former director in 80 years - just 27 years - all of Mediaset, the founder of Tele + and recently La7) not to invade the radio of "television", but to bring together specialists ALGI radio production of a different culture, communication and entertaiment in an area a bit too convoluted and "screwed" up to me anachronistic beliefs.
For the record, Giovalli gave me status, I would have taken a role of close collaboration, but ... the rest is more or less known. Finally
the dreadful campaign in progress: first, will force competitors to groped counter (to the delight of the dealers of billboards, print and TV) expoit investing in this communication, but "ob twisted neck" without resources to other sectors.
Prediction results? I am very curious. I have long believed (along with several colleagues) that 101, despite many flaws editorials, had an untapped potential due to poor coverage and the total lack of communication. But, given my former role, that does not make much sense to me ... A quantitative survey of a year ago, stated that, without changing anything but the same editorial coverage at the network immediately "closer", 101 would have had more than twice as many plays.
Too many and too many but if ... and I prefer not to complain about anything. Certainly the expectations for those who are spending ... investment will be up to! Sorry
the length of the response. Hello
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