MUMBAI: How does a programmer successfully create a compelling offer to the listeners whilst delivering the audiences and advertisers wants? Perhaps a tough one to crack!

Mark Story, founder and managing director of Radio story consultancy addressed the radio industry professionals on 26 May at the annual India Radio Forum (IRF) 2009.

With thirty years of experience in the radio industry, Mark Story is a known name in the international radio community for being an innovative genius. Story recently acted as organizer and chairman of RadioAid, which registered the highest recorded audience for a single radio broadcast. Breakfast shows being his forte, Mark spoke at length about launching and running successful breakfast shows including devising and producing them. Mark is also the brain child behind the long running Chris Tarrant show on Capital Radio and the BBC Radio One Simon Mayo Breakfast show 

In the session, Mark shared the secrets behind the scenes and discussed the ingredients of a successful breakfast show. One of the most important traits is 'personality' he says, "Personality (of radio presenters) comes on top of the list for radio stations to be successful." The presenter, he says should have the aptitude to hook listeners and a personality of his/her own. "In this, the radio producers also play a crucial role in developing the personality of the presenter and eventually of the radio show,... he added 

"Producers have to be critical friend of the presenter, conduct frequent brainstorming sessions and try to find that one slot where the presenter was able to connect to the listeners and engaged the listener at a human level," he said 

Story gave several examples of successful radio presenters over the globe, "It's imperative for radio presenters to stay grounded have a realistic way of looking at the world because that gives them stories – something to talk about. There are many who get carried away in the showbiz and become unrealistic," he feels.  

As radio becomes more competitive everywhere, programming a successful compelling offer to the listeners whilst delivering the audiences advertisers want is becoming a challenging task. "For the breakfast shows- keep the music first, then the mornings and then marketing." 

MARK'S KEY POINTERS: 

Don't over bill the clock, allow the slot to breathe.

Brainstorm and figure out what worked at a human level interest 

Don't expect overnight success. When the show is new, allow it to grow 

Have quality control of call -in's. Select callers with reasonable aspirations that delight the listeners with new things 

Lastly, pick the right presenter – make sure he/she has 'PERSONALITY'