The Hot Seat: Guy Dobson, Austereo CEO

05 July 2010

by Jason Treuen

This week TMN talks to Austereo’s CEO about Triple M reclaiming the rock with its new ad campaign starring Slash, Nova going Stopless, Kyle and Jackie O’s future and new digital station Barry.

This week you launched the second phase of Triple M’s marketing campaign with TVCs starring Slash. You must be happy with how it’s rolling out.
I know I’m in charge of the company that did it, but as a fully-integrated radio marketing campaign and for what the brand needs at this time, I don’t think I’ve ever seen anything executed better. It’s a testament to the team.

Are you going to try and get Axl Rose next?
We might try and get the rock and roll cowboy that hangs out in New York, or Bret Michaels. They’re a little easier to get – and cheaper.

After several years of trying new things, it sounds like Triple M’s reverted back to its radio position of 20 years ago.
Yeah, it’s a position that it’s always held apart from a couple of wilderness years. We’ve always held it for 30 years. We hold onto the heritage and keep those loyal listeners by playing the new stuff as well.

During those wilderness years (the infamous Barry monkey ads, playlisting more pop), it seemed Triple M decided that rock was too bogan and was determined to shake off that rock image.
Yeah the idea had merit and there were reasons for it, and I won’t go into them now. But the research came in and it was loud and clear – “Guys, you ain’t leaving this particular domain. This is what you are. This is what we love you for. This is what we think you are.” The perception is the reality of our radio stations.

In hindsight, was it a mistake to mess with the formula?
We had to find our feet between the two brands – the Today network and the Triple M one. One does not live in isolation of the other. We had to find out where the respective playing fields were for both.

Ratings-wise, are you happy with where Triple M in Sydney and Melbourne are sitting?
Yeah it’s been a steady climb up in both Sydney and Melbourne. We’ve got good steady growth, no anomalies, we’re growing in the right areas. I’d be happy if Triple M just hangs in the sixes and Triple M Melbourne hangs in the sevens and eights. Of course, I’d be happy if they both went to number one. The key thing is consistency and building a good loyal audience.

Nova recently dropped their ‘no more than two ads in a row’ format and rolled out their ‘Stopless’ blocks of music, which are very similar to the Today Network’s Ad Free 50s. Has that had much of an impact?
We just do what we do and try to do it as best as we can. We’re past the days of looking over our shoulder. We did that a lot in the past. Now we just look at our own business and how we can offer the best entertainment to our core audiences. Our strategy is not their strategy and vice versa. I’m more concerned about us getting complacent and us not reinventing things.

Ratings wise, the most interesting battle that seems to be raging is in the Brisbane market. How do you see that playing out?
We were lucky with Triple M scoring #1 there (in Survey 3) so good luck to the guys there. It’s been a very consistent station for a long time. But you know, B105 is a very strong radio station (it took the lead in Survey 4). It’s taken us a few years to get it right and it’s going to be a tight battle. It was the last station Nova launched and probably the one that they learnt the most from in terms of all their mistakes around the country.

Speaking of Nova, what are your thoughts on Nova’s new breakfast show in Sydney?
I have no opinion to be honest. I haven’t listened hard enough or long enough or critically enough to make any value judgements.

There’s been rumours that this is Kyle and Jackie O’s last year as 2DayFM’s breakfast hosts.
Can you set us straight? We’re in contract negotiation with all of all talents right now. If it was their last year, we wouldn’t be talking to them.

On the same note, Hamish and Andy recently announced a UK TV deal, strengthening rumours they might leave radio for TV. I assume you can’t confirm or deny that either.
We’re talking to them right now so I can’t confirm or deny. We helped them get that deal, like we did for the deal in New Zealand and Dubai. So we’re a big fan of pushing those guys to so many platforms, because they’re so bloody talented.

You’ve announced a new comedy digital station called Barry – when will it launch?
It’s a few weeks away. Barry gives us a great chance to put the upcoming young comedic shows ‘off Broadway’ as it were, so they can hone their craft and go for their lives on digital.

Was the name Barry chosen deliberately in reference to the old Triple M ads?
We forgot about that and only remembered afterwards. Barry’s just a funny, good old-fashioned Aussie name. If you have a look at the significance of the name, we’ve got a new prime minister who was born in Barry in Wales. You’ve got Barry Humphries, Barry Crocker… it’s just a cool name.