Can international radio hosts ever crack the Australian market?
The news of UK radio star Christian O’Connell’s new gig on Gold FM has been described, even by the man himself, as ‘risky’. Mumbrella’s Zoe Samios asks the industry if international radio stars can ever succeed in Australia.
When Absolute Radio’s longstanding breakfast host Christian O’Connell told listeners he would not be returning in 2018, thousands reached out to him, questioning where he’d end up.
Late last week those questions were answered: O’Connell was headed to Melbourne to fill Gold FM’s breakfast show slot.
British radio star Christian O’Connell will enter the Australian radio scene in the coming months
If this guy was number 1, 2 or 3; then it may make sense to import him, however the ratings (see below) show that he is number 6…of course he may do very well with certain demographics.
Time will tell!
https://radiotoday.co.uk/2017/10/rajar-q3-2017-london-and-national-headlines/
I loved listening to O’Connell during my London years – I will give it a whirl but it will be with some scepticism as I was a big fan of Lehmo and his co-hosts. Can’t imagine what a crash course he’ll have to undertake to get under the skin of Melbourne (assuming his breakfast show will still have the local ‘footy’ flavour of his predecessors)
Think it’s worth noting that (1) the BBC is dominant nationally, and (2) Absolute Radio isn’t available on FM nationally but instead on DAB and (traditionally) on AM, with only FM slots in London and Birmingham in the last couple of years.