Ben Latimer: How investing in local radio content is reaping rewards for the ABC

ABC's Ben Latimer. Image supplied.

The latest radio ratings would suggest that the ABC’s investment in local radio content is resonating with listeners.

That’s according to Head of Audio Content Ben Latimer, who says the recent ‘Sounds of Sydney’ tactic by ABC Sydney Mornings host Hamish Macdonald was a particularly strong example of this.

Listeners were encouraged to send in audio of a sound they thought was uniquely Sydney.

“It was so beautifully simple and a really great example of just getting the audience involved in the show,” says Latimer, in his post-GfK Survey 4 interview with Radioinfo’s Steve Ahern.

It culminated in Macdonald and his team putting together a song comprising all the sounds that had been collected.

“I was talking to Hamish and the team after this, and it was actually quite moving,” says Latimer. “It was a really beautiful idea.”

“The point being, we’ve been very mindful of how do we get closer to our communities? How do we make our stations more relevant?”

“I think this was a really beautiful example of that.”

Latimer say the current management structure at the national broadcaster has been very strong in backing that local strategy.

774 Melbourne Afternoons host Brigitte Duclos was a standout performer in this survey, doubling her share.

Latimer says Duclos is the perfect fit for the timeslot. You can hear that she’s having fun.

“When it comes to well known and much-loved Melbourne personalities, Brig is right up there. Her brand of radio – that real kind of deep, warm audience connection and fun … there’s this sense of fun with everything Brigitte does … it just perfectly suited what we wanted in Afternoons.”

“Brig has really made that program her own.”

Latimer believes the departure of Ali Moore and the arrival of Charlie Pickering has generated interest in Drive.

Around the grounds, ABC Brisbane remained stable overall, with the Breakfast team of Loretta Ryan and Craig Zonca moving up to an 8.0 share.

ABC Adelaide’s reach was up.

“As you know, we have such a brilliant team there,” says Latimer. “Sonya and Jules – it’s such a great listen.”

Latimer says there’s also been some very encouraging movement in Perth, following its transition to FM earlier this year, with a significant rise in TSL (Time Spent Listening).

Sydney continues to be an incredibly competitive market.

“702’s gone through significant change,” Latimer says. “So I really do think to record the largest overall share increase in Sydney – and lifts across every daypart – it really gives the team and I the confidence that the direction we’re taking is really resonating with audiences.”