“I was surprised.” ARN’s Duncan Campbell on Jase & Lauren’s move to Nova

When Nova 100 recently announced Jase & Lauren as its new Breakfast show team, it was a stunning turn of events.

Coming soon after their departure from Melbourne’s KIIS 101.1, the news caught a lot of industry people off guard. Even ARN’s Chief Content Officer Duncan Campbell admits he was surprised.

In an interview with our sister publication RadioInfo, Campbell says “Yeah, I was, to be honest. Yeah. I was surprised.”

Surprised, yes. Concerned? No.

“I think they seized on an opportunity which they think is there, based on the ratings in the last books of last year. I think that’s why they did it.”

Campbell points to Taylor Swift ticket promotions as a factor behind the uplift in those Breakfast ratings.

Now, Jase & Lauren will be going head to head with Kyle & Jackie O, who just this week moved into their new state of the art studios in North Sydney.

“It’s an amazing set up,” says Campbell. “I mean, it’s expensive but it’s not like they’ve gone overboard.”

As for K & J’s launch date of April 29, Campbell says “We never planned for January or February, because we always had the issues of technology. That’s the reason for the delay.”

“We want to make sure that when we do launch, there are no glitches and it runs smoothly.”

Will Melbourne welcome K & J with open arms? Campbell says it’s difficult to say.

“It’s very hard to research that. What we have found is the main hurdle is the perception issue.”

Campbell cites the so-called ‘shock jock’ era as an example.

“The show has evolved so much further than that. The job from a marketing perspective is to change that perception. The research we’ve done indicates if we can change that perception – break down that barrier – (we can) open up a huge opportunity for us.”

There’s no doubt Kyle Sandilands is a polarising figure.

“In Melbourne, (if) he gets fifteen, twenty percent of the audience loving him, and he’s number one,” says Campbell.

“Doug Mulray was number one in Sydney, even John Laws … they had 15, 20 percent ratings. That’s all you need, really.”

“The show is fun and it has universal appeal.”

“Sydney-Melbourne rivalry is not what it used to be. People in Sydney love Melbourne. People in Melbourne love Sydney. They just choose to live in the other (city). I think the media makes more of that than it really is.”

As far as the risk factor involved, Campbell says “I think it’s up there with Christian O’Connell (who topped the FM Breakfast ratings in the first radio survey for the year). It’s certainly risky but I think the time is right.”

“It’s not about (being) a show for Melbourne, it’s a show with content which people are interested in and relate to and like to listen to.”

“I feel the same way I felt with Christian. I wasn’t booming with confidence with Christian. I just felt that he would work in Melbourne. And I think with these guys, the time is right to work in Melbourne.”

“Kyle is more accessible than ever before. He’s married with a son.”

Whilst networking between Melbourne and Sydney hasn’t worked previously in breakfast, Campbell says times have changed.

“I don’t have hard research to back this up, but my perception is that the rivalry – that sort of parochial rivalry – exists in the older demos, rather than the younger demos.”

“Good content wins wherever it’s coming from.”

“We’re still going to have the Melbourne news. We’re still going to have the Melbourne traffic. But the content’s going to be universal.”

“Look, Kyle’s a smart guy. He’s a radio guy. He knows this has to work. It’s pure entertainment, this show. That’s why it’s so successful.”

“Expect the unexpected.”