First Impressions: Will & Woody “having a crack” on KIIS debut

After four years on breakfast radio at Hit92.9 Perth, Will and Woody began their run on the KIIS Network this week, promising listeners “a fresh way to drive home”.

The new show airs on KIIS 101.1 Melbourne, KIIS 106.5 Sydney, 96FM Perth, 97.3FM Brisbane and Mix102.3 Adelaide.

The chemistry, likability and swagger between these two is evident; no surprise for a duo who have been together for some years now. In Perth, their recent breakfast ratings hovered around 8%. In previous years, they had recorded shares of about 10%.

It’s also promising to see ARN take a gamble on relatively unknown radio-bred talent for prime time gigs, over reality stars and bigger names from sport, comedy and television.

Naturally, there are going to be comparisons with Hamish and Andy. Though you could argue that Will and Woody are more akin to an early and younger Fitzy and Wippa currently the #6 breakfast show in Sydney on Nova 96.9.

The first caller on Monday’s show was from a Fox FM listener chasing concert tickets from Hamish and Andy – there is bound to be plenty of confusion with listeners in the unsettled city of Melbourne for some time.

QUESTIONS WORTH ASKING
  • Will disenfranchised Hamish and Andy listeners listen to Will and Woody?
  • Are Will and Woody different enough to Hamish and Andy is a big question, or will they suffer by comparison?
  • Can Will and Woody get traction in the ultra-competitive drive slot and how will they go in Perth?
  • Given Will and Woody’s age, compared to their counterparts, will they bring KIIS a younger demo?
  • Drive ratings don’t have much influence on overall station ratings, so a lot will depend on how the ARN breakfast shows continue to perform.

CONTENT IS KING

Given the all-male fronted show – an unusual decision for a female-skewed station like KIIS, 96FM and Mix – they are, arguably, missing the Kate Langbroek or Kate Ritchie factor.

Some of Will and Woody’s first-day content was off the mark; its surprising a new national metro drive show launches without getting this right. They have had plenty of time to prep for day one.

One of their phone topics was, “When has your name matched your misfortune?” (i.e. Brad Pitt / Sandpit). It was, to our ears at least, flat. Nor did it get a great response, and the boys knew it. No doubt this will improve over time.

Will and Woody are up against some high profile heritage names; Mick Molloy and Jane Kennedy on Triple M, Hughesy and Kate on the Hit Network and Kate, Tim and Marty on the Nova Network.

It’s starting to shape up as another big year for Nova’s trio. They are the show with the broadest appeal, consistency and heritage in all metro markets. They’ve also got Marty Sheargold’s unique humour.

As the boys said many times during Monday’s show, “We’re having a genuine crack at it,” and they are. We wish the boys the best of luck for the year ahead.

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Recent comments (8)
PB
9 Jan 2018 - 2:46 pm

I was listening to the guys on 973, it was obviously played back due to the 1hr delay, i liked it but it sounded a bit disjointed because of 973’s playlist (Don Henley, David Bowie and Alicia Bridges) among other tracks

Bren
9 Jan 2018 - 3:56 pm

Sounded good guys! Good Luck to WW this year.

Not Helpful
9 Jan 2018 - 9:32 pm

96fm Perth is a female oriented station…… umm you’ve never actually listened to it have you? MMM Perth would be a reasonable description. ARN tried to take it towards KIIS format, remember the last few years of the ratings tanking? Otherwise you’re right that content did fall flat. As you said the boys knew it and they will improve.

Although I get the impression ARN are fairly not fussed on what happens at 96fm its the asset that allows then to say they have national capital coverage for their networked shows.

Bob
10 Jan 2018 - 2:05 am

This is going down well in Bris Vegas

Old mate
10 Jan 2018 - 9:34 am

Shout out to the big man Murray (quick fingers) Ryan panelling the show.

Donna
12 Jan 2018 - 7:44 pm

Talking about ‘ my mates latest squeeze ‘ the KIIS female audience will Love that.

Bris-Man
12 Jan 2018 - 8:15 pm

Almost a carbon copy of Hamish & Andy.

Steve
15 Jan 2018 - 2:07 pm

Trying too hard to be Hamish and Andy. Big shoes boys… big shoes.