Fitzy on the rebuild of MMM at RDE

Staff Writer

Radio Days Europe is on in Dublin this week, with a strong contingent of Australian speakers this year.

Presenting are Southern Cross Austereo's Mike Fitzpatrick (left), Sam Cavanagh and Clive Dickens, along with Eardrums Ralph van Dijk and Best FM Russia's Alex Agishev (Alex Dean).

Following his session today (Dublin time) on the rebuild of Triple, titled; 'Back From The Dead-how we rebuilt an iconic radio brand', Fitzy spoke about the Triple M rebuild:

"(At Triple M we're) trying things differently, challenging the norm, and not accepting that the way things have always been done is the way to do them in the future"


Speaking during the session, Fitzy elaborated on Triple M's focus being completely on males, and the need for a strong vision. The Triple M vision is focused on the 'Rock, Sport and Comedy' pillars, and how the team is totally immersed in the brand; speaking, living and breathing the pillars.

Everything old is new again; the 'Rock Sport and Comedy' positioning was originally introduced at Triple M Melbourne in the mid 90's with great success.

Fitzy commented that the rebuild was about understanding your audience, their problems and then solving them, and spoke about how the combination of music mixed with talk on Triple M has proven highly successful.

"The problem for (listeners) in Melbourne is that males weren't getting interesting and entertaining sports content and news.

We curated that content that appeals to an average man so he doesn't have to go looking for it anywhere, and we put a rock soundtrack to it. Because who wants to listen to just talk 24/7? Noone. Old People."

You can hear Fitzy's full interview after his session here.

And you can read about more of the sessions at RDE here.


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