Radio Killed The Radio Star
The Australian commercial radio industry has a problem. Not a ratings problem. Not a technology problem. A talent problem. And ironically, it’s creating that problem itself.
For years, commercial radio and podcasting grew side by side. Radio built personalities. Podcasts gave those personalities another platform. The two mediums complemented each other. Today, I believe that relationship has changed.
Radio is no longer simply coexisting with podcasting. It’s feeding it.
Every redundancy announcement seems to be followed by another podcast launch.
Former breakfast hosts become independent creators overnight. Producers become entrepreneurs. Content creators who once fought for airtime suddenly own their own audience. And every time it happens, radio loses another experienced voice.
I’ve said it before and I’ll say it again.
Look at what’s happened over the past year. SCA’s regional restructuring saw established breakfast shows disappear across multiple markets. Talented announcers immediately found new life through podcasting. Former Triple M WA Regional Breakfast co-host Carly Portch has launched a daily podcast, Unpacked Daily.
Dan Taylor and Christie Hayes have the same with Dan & Christie following their departure from the regional Hit Network. Kyle Sandilands is now taking one of Australia’s biggest personalities into a paid podcast subscription model following the end of his ARN partnership. Karl Stefanovic has launched The Karl Stefanovic Show podcast while questions remain around his long-term radio future.
These aren’t isolated examples. They’re becoming a pattern. And patterns become trends.
The Cost Nobody Talks About
Radio management will quite rightly argue this is simply the reality of modern media.
Budgets. Efficiency. Centralisation. Technology. I understand all of that. But somewhere along the way we’ve forgotten that radio has always been a people business. Listeners don’t fall in love with transmitters. They fall in love with personalities. Yet we continue to remove those personalities from local communities in pursuit of greater efficiencies.
From a spreadsheet, it probably makes perfect sense. From a listener’s perspective, I’m not convinced.
The Invisible Pressure
The casualties aren’t limited to those behind the microphone. Some of the greatest pressure now sits with the people behind the scenes. Content Directors. Executive Producers. Show Producers. They’re now expected to produce shows broadcasting across four or more states. Different time zones. Different audiences. Different local issues.
Then comes the impossible balancing act. How much AFL? How much NRL? How local should it sound? How national should it feel?
The audience expects relevance. Management expects ratings. Budgets expect miracles.
If those shows don’t perform? The support teams often become the next names on the redundancy list.
Meanwhile...
Podcasting keeps winning. Not because it’s replacing radio. Because it’s welcoming the very people radio is letting go. The irony is almost painful. Commercial radio spends years developing extraordinary talent. Teaching them. Coaching them. Promoting them. Building loyal audiences around them. Only to hand those same personalities to podcasting just as they reach their peak.
Imagine investing in an AFL player from under-12s through to the AFL… then trading them to your biggest rival before the Grand Final. That’s effectively what’s happening.
Radio Used To Lead
There was a time when radio evolved alongside podcasting. Stations embraced the format. Personalities built podcast brands while remaining radio stars. Everyone benefited.
Today it feels different. Podcasting is evolving faster. Radio is restructuring faster. Those aren’t the same thing.
One is investing in creativity. The other appears increasingly focused on efficiency. And efficiency rarely creates unforgettable content.
Where To From Here?
I don’t believe radio is dying. Far from it. I still believe radio is the most immediate, emotional and powerful mass medium Australia has. But I do believe we’re at a crossroads.
If we continue losing exceptional personalities, producers and content creators at the current rate, we shouldn’t be surprised when audiences follow them. Talent has always been radio’s greatest competitive advantage.
Perhaps the real question isn’t whether podcasting is taking radio talent. Perhaps it’s why radio keeps giving it away.
Listen below to Peter Samios’ interview on Biz Audio discussing this article.
Peter Samios
Radio Coach & Consultant
Peter Samios is a four-time Australian Commercial Radio Awards (ACRA) winner, former Content Director and media strategist who helped lead a regional Australian radio station to Number One for the first time in its history. Having worked alongside some of Australia's biggest radio personalities including John Laws, Jonesy & Amanda and Richard Mercer, Peter now coaches radio hosts, content teams and media professionals through Radio Mastery, helping them dominate their market and reach Number One.