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ftm Radio Page - week ending August 28, 2020

State radio channel sheds managers, employees follow
"They have no idea"

State broadcasting employees must follow strict rules. First and foremost to heed the edicts of the higher-up political appointees. The second is never forgetting the first rule. The ancient idiom “go along to get along” translates into many languages.

The director and two deputies at Polish state radio channel Trojka were fired last week, reported press.pl (August 25). Replacements were promptly announced. “Trojka is to return to its roots, but in a modern version taking into account today's realities,” said a Polskie Radio spokesperson in an emailed statement. “That is, to be a music and cultural station with good quality entertainment.” About a dozen Trojka employees are making other plans following the summer holidays as the drip of discouraged workers continues.

Trojka - also known as Third Channel - is the legacy alternative music radio channel of Polskie Radio since 1962. It has long been targeted by right-wing nationalist Law and Justice (PiS) party political appointees intent on a philosophically consistent direction change. With each program adjustment over the last five years listeners have melted away. In the April-June Kantar Radio Track national radio audience estimates Trojka plummeted to 4.9% reach share, lowest ever. Other Polskie Radio channels tweaked by the political appointees have also lost listeners dramatically. (See more about media in Poland here)

"The new management has no people, no action plan or any program concept,” said an anonymous Trojka journalist. “They are deeply panicked by what is happening. They did not expect a reaction from the team, which decided not to cooperate with them. They have no idea how to get out of this.”

Broadcasters wary of that new fall season
"And little advertising revenue"

The annual return of the school year, typically from the last week in August to the first week of September, is a major socioeconomic event in many places. For broadcasters this is typically a time for resetting programs, schedules and promotions. This is not coincident. Audiences are resetting their schedules from the lazy days of summer. Then, too, there is back-to-school shopping.

This period has long been well observed in France; the rentrée scolaire and the rentrée radio. But these are not normal times. Much of life remains disrupted. School schedules are, at best, irregular. Those working from home - now including many radio broadcasters - are adapting to new routines. They are the lucky ones. Unemployment claims in France have dropped of late as those out of work are unable to look for jobs.

French radio broadcasters began celebrating the “rentrée” this week all the while wondering if anybody out there is listening. Measurement institute Médiamétrie offered a snapshot of early pandemic lockdown radio listening last month; far less out-of-home listening, a sizable chunk of total radio listening. (See more about media in France here)

“Everyone was betting on a return to normal in September, but that prospect is growing further and further away,” said Kantar Media marketing director François Nicolon to Le Monde (August 23). “However, without children to take to school by car or without a place of work, there is no loyal listening to the radio. And, too, little advertising revenue.”


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