Radio To Go case history: RTÉ lyric fm
Background
In the late 90s, RTÉ, the Irish state broadcaster, took the decision to reposition and expand its classical music service. The station was given a new identity - lyric fm - and was relocated to a new production centre in Limerick, from where the bulk of its output was produced, supplemented from RTÉ‘s Dublin headquarters. New technology was to be adopted, with digital delivery of output.
Objective
My goal was to train key producers in the use of Selector for Classical music, to allow most of lyric’s music programming to be generated in Selector from a wide database.
Approach
When designing a deep database, to be used in specialised programming by staff who are themselves very knowledgeable, the key issue is to work with staff, using their knowledge. Fool-proof ways of enhancing output had to be developed, as opposed to forcing staff into ways of operating that could be counter-productive. Staff were encouraged to analyse their programming needs, and to fully define areas of repertoire for specific features. These were then built into schedules. This in turn led staff to explore the database. Producers were also encouraged to add repertoire directly into the main database for their programmes. This material was periodically reviewed, and contributed substantially to the permanent library. The database ultimately grew to over 30,000 items, with a core repertoire of around 6000 items, a significant resource.
Above all, the concept of creative freedom within an overall programming structure, defined by management, was fostered. Staff embraced programming concepts based on a sense of the overall output, which they might not otherwise have done. This is the polar opposite of the way most radio stations use Selector, and was positive proof of the potential of collaborative and co-operative programming within a scheduling system.
Result
lyric fm eventually boasted probably the greatest number of power Selector users in any one station in Europe, as a result of their very demanding programming goals, and the willingness of staff and management to embrace new methods. This contributed to greatly increased listenership. The station in turn has gained a Europe-wide reputation for innovative programming and production methods. To have worked in such a creative environment was a great privilege.