"After poaching the broadcaster from RTÉ, Newstalk has overhauled its schedule. As her on-air rivalry with McCullagh begins next week, Byrne faces the challenge of her career in pushing loyal listeners to 'move the dial' and attract hard-to-reach under-24s. Four times a year, when the JNLR radio ratings are published, communications staff at RTÉ and Newstalk go into overdrive in an attempt to make their respective stations look as good as possible."
"It is spinning as an art form, and the crew at Montrose are masters of it. Even if certain shows suffer a ratings decline, the PRs make it read as though audience attraction has never been better."
Newstalk recruited a broadcaster from RTÉ and rearranged its schedule, setting up an on-air rivalry between Byrne and McCullagh starting next week. Byrne faces a career-defining task of persuading loyal listeners to change stations and of reaching hard-to-reach listeners under 24. Quarterly JNLR radio ratings prompt intense PR activity at both RTÉ and Newstalk as communications staff attempt to shape audience perceptions. Montrose communications teams specialize in spinning ratings outcomes, often framing declines as continued audience attraction despite drops for certain shows.
Read at Independent
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