Answered by: Jason Cleary
What’s the last 12 months been like for RTRFM?
One thing about RTRFM is it never stops. We have worked really hard on improving the overall sound of the station and diversifying content across online, broadcast and digital channels. These are all significant ways on people experience RTRFM, so it’s important they all preach the RTRFM message.
We’ve also been doing a lot internally to create a more dynamic, pleasant place for our presenters and guests. We’re in the final stages of a huge kitchen and green room renovation, we have installed a solar-powered electricity system, and have implemented a digital play-out system in our studios, which enables presenters to access our full music library 24 hours a day whilst presenting their shows.
What have been the true challenges for the station in that time?
There is no doubt the last 12 months have been very challenging for the small and medium arts/media sector in so many ways. I think it’s important that we remember that this sector is the lifeblood of WA’s cultural heart, and we should do a lot more to protect it through the hard times we are all facing.
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The diversity of media now available and the way people have generally moved online to find new content has made it more difficult for radio to survive. But with RTRFM being truly local, and a key discovery platform for people interested in independent music, arts and culture, we are maintaining relevance. We are seeing more new presenters come through our training courses, and seeing steady increases in our subscriber base; but we are also finding it more difficult to attract new sponsors and partners, as people have more pressure on where they spend their marketing dollars. But that is the eternal struggle, isn’t it!
The demise of the old plastic CD has been a big change for a music-based radio station. Music is serviced to radio in so many different ways now, and in such volumes, that it is very difficult to keep up and wade through it all to find the really amazing stuff being made. We spent a big chunk of the year developing our digital play-out system, which has been challenging, but it has been so important to enable presenter access to new music. For a station like RTRFM - where some presenters still play vinyl, others use CDs, and others bring in a USB stick - this has been a really important internal development to get right. We are still working through it but, touch wood, it has been working very well so far.
What looms as the main challenges for the next 12 months?
Continuing to convert listeners to subscribers has always been a big challenge and will continue. It is understandable people don’t understand why they should pay for a media service. Listener-powered radio is becoming a bit of a saying in our industry and it does kind of sum it up. We need listeners to take that active role and to say they want RTRFM to be around and providing what it does for the community. Continuing to develop our programs and finding space on our grid to bring in new programming that is not currently covered will also be a big challenge.
There was a very big change with Peter Barr retiring as Breakfast Presenter/face of the station at the end of last year. How have things been going now that Caitlin Nienaber is settled in?
It’s been great! Caitlin is well in the groove now and can’t wait for her first Radiothon. Granted, she is a touch nervous but I think she has been a breath of fresh air for the station. She’s managed to continue the style and sound of RTRFM but with her own take on things, and her love of local music is evident. Caitlin also has a great understanding of, and care for, the history of the station. She has managed to stop showering before getting to the office only six months into the gig, so she has picked up a few of Pete’s bad habits! She does keep her shoes on though, which pleases me no end, plus Pete is still doing great work with The Mag team behind the scenes.
We have also had a lot of other new presenters on Full Frequency, Drivetime and Out To Lunch who have all been really well received and are doing great work. Some of the presenters on our niche programs and their musical knowledge just blow my mind - it really is a privilege to manage an organisation that people give so much to.
How do you think RTR has evolved in the last five years - especially with the escalation of social media?
Being such a small organisation with high operational costs, it is very hard to pump dollars into evolution and change. But on the other hand, we have people with the drive and passion to work on these things. We have a very strong social media front now, which is so important. But it is also more important to remind people that rtrfm.com.au or 92.1 on the radio dial is where all the interesting content is. Social media is great to interact with our audience, but that deeper impact and connection is what we want to provide our supporters. Where else will you see Methyl Ethel play tunes live in our office, or find Ross Chisholm giving you a history lesson in local music? I think the big evolution has also been the professionalism of the station and its presenters across the board; not in a super slick way, but in providing listeners what they expect when they tune in, people with knowledge and passion for what they are presenting to the audience, and diversity across the board. One thing that never changes is that we absolutely do not playlist our music - presenters pick their music to share with the listener.
The RECLINK Community Cup has finally come to Perth. RTR is right behind it?
We sure are. I have been trying for years to get this one rolling, and it has been a big task, but it is for a great cause - sport and the arts! After a couple of training sessions, though, I am starting to realise what attempting to play a game of footy means: a lot of pain. We really want people to get behind it, raise some money and celebrate all the good people involved in the community media and music industries in Perth. After 20 years of playing in bands I have found myself lining up against the musos in the media team, so c’mon the Newshounds!
How hard is it logistically to organise the Radiothon Opening Party?
This year has seen some big changes with the loss of The Bakery, which was a real ‘home base’ for the party, and they have always been really great to work with. So we went for something interesting to fill that void and will be staging bands at a pop-up venue in the Studio Underground foyer at the State Theatre Centre of WA, which I think is just going to look fantastic. Logistically, having 20-odd truly excellent bands playing all over Northbridge can be a nightmare, but we have a pretty sweet team pulling it all together and nothing is ever too hard. Some great new venues and a few great established venues make for a really great night.
Why should RTR listeners support Radiothon?
Because we need you to. This is how we survive! Money raised during Radiothon directly funds our operations for the forthcoming year. It may seem strange paying for radio, but that money goes right back into keeping the station ticking over. It ensures that RTRFM can continue being a home for music, talks, arts and culture in Perth. At the end of the day, good things cost money; so whether you have $2 or $2,000, it is all helpful and greatly appreciated. You contributions help the station to continue to provide what it does and represent Perth as the force of nature it is.
Originally published in X-Press Magazine
