Radio To Go case history: Swedish Radio
Swedish P4 Local radio, 1992 – 2003
Background
SR was an early adopter of new technology, especially for its network of local and regional stations, which range from urban markets in Stockholm, to very rural markets, some inside the Arctic Circle, with older audiences and strong senses of local identity. I initially worked with Swedish Radio in helping them to interpret audience research figures. The network used BP&R research software, at the time widely used in the UK. Selector software was adopted; this was already in use at some commercial competitors. At the time, RCS had not established a local office. Now, the RCS Europe headquarters are in Malmo.
Objective
Over a period of years, I was asked initially to work on individual Selector databases, and to provide training, and finally to work with a hand-picked team of Selector experts, who would take on responsibility for long-term training. This took place during week-long visits to Stockholm, normally working at SR Radiohuset’s training centre.
Approach
Each station presented a different picture, as the markets they served were so varied. However, common issues were database cleanliness, and teaching staff to evaluate the effectiveness of their repertoire. When working in a different culture, there is no question of even thinking of applying standards which apply in your own country. So the primary exercise was to encourage staff to learn how to comparatively identify their best material, working systematically through the database in a very structured way. This allowed programmers to gain different perspectives on their repertoire. Database analysis and scheduling conflicts were also addressed, and staff were instructed on the best ways to analyse and troubleshoot. At a later stage, automation and network issues were discussed.
Result
Three of the four Selector experts I worked with and trained fifteen years are still in post. They are all now highly experienced power users. SR is one of the most enthusiastic and sophisticated users of broadcast software in Europe.