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ftm Radio Page - March 23, 2012

Famous talkshow host bumped from station schedule
audience failure

There’s a new morning show host on struggling French station Sud Radio. Change came, explained Sud Radio Groupe president Jean-Eric Valli to Les Echos (March 23), “because the audience failed to take off.” Robert Ménard has been replaced by Pascal Bataille, who moves up from the mid-morning slot.

M. Ménard co-founded media watcher NGO Reporters Sans Frontières (RSF) and served as it secretary general until September 2008. The last years of his RSF tenure were shrouded in some controversy. He joined Sud Radio in August 2011 to add a bit of gravitas and quickly attracted on-air attention by suggesting Dominique Strauss-Kahn, former IMF president controversially arrested in New York City and subsequently released without charge, “would be supported by the Jews.”  The ensuing on-air “discussions” were widely interpreted as anti-Semitic.

“We had built the schedule around discussions but that approach did not match listeners expectations because the discussions were too long,” added M. Valli. Sud Radio has lost about 30% of its audience in a year. “This is an old radio and it takes time to change things.” (See more on media in France here)

On a different subject, M. Valli noted that 2011 national revenues for the GIE Les Indépendants association of independent radio stations, of which he is also president, were up 4.1% over 2010 to €79 million. “We are very efficient in the 25 to 49 year target popular with advertisers,” he said. The 129 GIE stations receive between 50% and 80% of their revenues from national sales. (JMH)

 

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