ABC taps commercial exec to review radio as audience slumps

ABC’s local radio network could shorten the length of interviews, change presenters and refresh music lineups in an attempt by the national broadcaster to modernise programs for younger audiences.

The ABC has hired Dr Cherie Romaro, the first female music director at Radio 2SM and more recently general manager at 2CH, to provide external advice on how to improve local and regional stations such as ABC Sydney and ABC Melbourne, which have endured a dramatic fall in audiences since the national bushfire crisis and the COVID-19 pandemic.

Some of the faces of ABC Local (clockwise from top left): Virginia Trioli, James Valentine, Sarah MacDonald, Sammy J, Loretta Ryan and Craig Zonca.Credit: The Sydney Morning Herald and The Age

Dr Romaro, who is working with an internal advisory group on the review, said the process was not a cost-cutting exercise.

“It is a challenge given the choice and crowded audio offerings audiences can access at their fingertips,” Dr Romaro said. “My involvement is to give an external perspective and provide added value to be able to assess the entire audio offering nationally and define where ABC Radio can grow their audiences and re-connect with listeners who have left us.”

Australia’s national broadcaster has established an internal advisory group and recruited external consultants as it prepares to update its five-year plan and to try and halt the decline of its radio audiences in capital cities across the country.

ABC sources previously said the group is being led by the broadcaster’s head of corporate strategy, Jeremy Millar, who is speaking with radio managers, presenters, and employees across the country until April.

‘This is not a cost-cutting exercise. In fact, far from it. It is addressing what needs to be done to evolve ABC radio for the future.’

ABC consultant Cherie Romaro

The review will be incorporated into the ABC’s updated five-year plan, though it is unclear when this will be completed and made public.

In the first GfK radio ratings survey of the year, all of ABC’s metropolitan stations, and respective breakfast and drive time programs, reported a drop in audience share compared to the same time the previous year. The cumulative audience, which quantifies how many people listened to a station at least once during the week, has fallen in every single market.

Dr Romaro was the first female music director at 2SM before she became the inaugural content director for Triple M Sydney and 2Day FM. After a stint overseas, she returned to Australia to launch the MIX and Gold FM networks and more recently, led former classic hits station 2CH.

ABC sources said her arrival has unsettled some, who believe they are capable of overhauling the radio network without external expertise. Dr Romaro said while ABC’s radio ratings had increased during national disasters like bushfires and floods, that performance was “disguising” existential challenges. The ABC declined to comment.

“This taskforce will ensure we face those challenges head-on,” Dr Romaro said. “The introduction of new technology affords us the opportunity to frequently address how we can better service our audience and deliver a higher quality of relevant content.”

Dr Romaro said the way news is delivered, talk radio’s format, and musical content and the branding – ABC Radio – were all up for review.

“I wouldn’t be surprised if some of our loss of audience is because now our name doesn’t stand out and say what our is offering is,” Dr Romaro said.

“It has served us well in the past but with podcasts and a plethora of new formats it needs to be reviewed.”

Australia’s national broadcaster is not the first media company to face existential challenges. All sectors – publishing, television and radio – have been forced to re-assess the way they reach audiences that prefer to stream, scroll social media and listen to podcasts.

The ABC began as a single radio service in 1932, and still considers audio a fundamental and important part of its existence. Like other media companies, the broadcaster has reassessed how it spends money to drive growth and meet the demands of young audiences.

Dr Romaro said the review was about a “complete reset”.

“This is not a cost-cutting exercise. In fact, far from it. It is addressing what needs to be done to evolve ABC radio for the future and to the five-year plan. If we don’t deliver content that is relevant, we will become irrelevant,” she said. “ABC audiences will be the winners.”

The ABC is already planning to reduce the amount of money it spends on traditional television and radio broadcasts, which is part of a longstanding shift to reaching younger audiences. ABC managing director David Anderson, who is working with Dr Romaro, is also restructuring the organisation in an effort to improve processes around how content is commissioned and delivered to audiences.

The Business Briefing newsletter delivers major stories, exclusive coverage and expert opinion. Sign up to get it every weekday morning.