Radiodays: Managing talent by Craig Bruce
Posted by
Radiodays: Managing talent by Craig Bruce

A packed room greeted Southern Cross Austereo’s Head of Content, Craig Bruce, as he outlined the company’s vision for how they identify and manage talent.

Craig framed the debate by talking about his children and how their media consumption is so different to what we all grew up with and how even in a radio household it’s difficult for them to engage. The only thing that cuts through, and the thing that Craig felt radio had to concentrate on, was talented people.

For new shows at SCA, the content team do three things:

Select the cast
Build the Eco System
Grow the brand

He saw the end point as creating fans – not just listeners, stating that “the top 5% of our fans generate over 30% of share”.

He saw the key role of a Content Director (or Programme Director) is to identify that talent – “and as a talent scout you need to be at a permanent state of alert”.

After finding the talent – building the ecosystem is the next most important thing. It’s “the teamwork required from all parts of the business to keep the band together.” SCA use a variety of techniques – from an annual content conference, to a closed group on Facebook to share ideas and best practice between 400 creative staff.

Craig then talked about brand being “a promise, an expectation of an experience”. To deliver this they concentrate on filters for each show to keep the content true to what they want it to deliver.

Read more from the Radiodays Europe blog at RadiodaysEurope.com

Hear more radio industry news like this at the top of the hour on inRadio - the radio industry's very own radio station. Listen now in a new window whilst you continue reading RadioToday or press play below.

0 0 726 19 March, 2013 International News 1:13 pm 20133 Tuesday, March 19th, 2013

Leave a Reply

Looking for something else?

Register

Subscribe to our emails to stay informed about the latest radio news and products delivered straight to your inbox.

Related Posts

Closing Date: Audio Production Awards - September 29, 2016 at 11:59 pm (Online)
The Imaging Days - October 3, 2016 at 8:00 am (Holland)
The Imaging Days - October 4, 2016 at 8:00 am (Holland)
Radiodays Ireland - October 17, 2016 at 10:00 am (Dublin)
Radiodays Ireland - October 18, 2016 at 10:00 am (Dublin)
ARIAS - Audio and Radio Industry Awards - October 19, 2016 at 6:00 pm (First Direct Arena, Leeds)
WorldDAB General Assembly 2016 - November 9, 2016 at 10:00 am ()
Audio Production Awards - November 24, 2016 at 6:00 pm (BFI Southbank, Belvedere Road, London)
More events