Greg Byrnes: “When listeners find us, we need to work extra hard to make sure they stay”

You won’t find a much happier bloke today than Greg Byrnes.

With Nine Radio dominating the latest radio ratings in Sydney and Melbourne and delivering the highest-rating AFL and NRL coverage during a compelling footy finals series, the network’s content boss today can hoist the radio equivalent of the premiership cup.

Not only are 2GB and 3AW both the #1 stations in their markets, both now boast the #1 Breakfast shows.

In his post-GfK Survey 6 chat with Radioinfo’s Steve Ahern, Byrnes says footy was a factor in Nine Radio’s success right across the board this book, both for the calls and the conversations they generated.

“As we’ve discussed previously, we know that football is more than just live commentary. It’s debate across the day. It’s discussion within each program. The finals series in both codes was gripping. That just creates great radio for us.”

“Is there anything better, Steve, than those radio pictures provided by our industry and the colour and the excitement and the fun?”

As Byrnes points out, radio commentary is very different to the TV variety.

“When you go from a TV call to a radio call, there needs to be a marked difference in sound and energy and passion, because you’re taking the listener to the game.”

Byrnes says Nine Radio puts a lot of resources into its footy coverage, and its success is a testament to the quality of the callers they have on board.

Of the network’s regular programs and the importance of getting listeners to tune in for longer, Byrnes says there’s never been a more challenging time in audio.

“Everyone seems to have a podcast, so, when listeners find us, we have to work extra hard to make sure they stay, and that’s what we’re drilling into the producers on a day-to-day basis.”

Byrnes says the handover from program to program works well across the stations. It’s also been a hit with the audience.

“Mark Levy will join Ben Fordham at a quarter to nine (to discuss) what’s coming up. And we do that right across the network. It does create that sense of family.”

And, just like your typical family, sometimes points will be discussed in a robust kind of way.

“We can’t all be singing from the same sheet!” Byrnes chuckles.

Byrnes is hopeful of seeing a turnaround for 4BC Breakfast with Peter Fegan, which lost half a share point this book.

“That’s a disappointing result today for Peter, and he knows that, and he feels it,” says Byrnes. “He’s determined to jump out of bed tomorrow and get into the studio and do it all over again. They’re tough jobs, they’re tough gigs and they’re tough hours, particularly breakfast, and nobody likes to see a show go down in the ratings. I know how hard they’re all working.”

Byrnes suspects programming and line-up changes have been a factor in disappointing results for Perth’s 6PR, acknowledging that audiences like stability.

“We’ll certainly have a look at that,” he says “But Brad (Pottinger) and the team I know are committed to providing Perth with the best live and local content.”