Has the launch of any radio show into a new market ever been analysed as much as The Kyle and Jackie O Show arriving in Melbourne?
Probably not. And this is one more feature story to add to the flood so far this year.
There is a not-so-secret weapon that could lead to a change of sentiment surrounding KIIS FM’s plans to roll out its Sydney breakfast show into Melbourne. The Victorian capital needs to be conquered first, presumably Brisbane and Adelaide then could follow.
However, that ambitious move by ARN, accompanied by a mega $200m talent deal, hit the rocks this year as Melbourne audiences turned their backs on the imported stars.
It’s not just the audience that ignored the show. The arrival of Kyle, Jackie O, newsreader Brooklyn Ross and Intern Pete triggered a negative wave of media that hasn’t abated in the Melbourne market.
A number of things have happened during October that could make listeners re-think their breakfast radio habits. But the audience won’t want it rammed down their throat, it will need to happen organically. Word of mouth could trigger this change of attitude.
I’m not talking about Kyle Sandiland’s moderated sex talk either. He has backed off a little though. It got pretty dirty for a while. So much so that when he drops a “suck my @#$%” now and then, it almost goes unnoticed.
Leading the program refresh is the show’s co-host Jackie Henderson. She’s always been a critical part of the attraction for the audience of course, but her star has been allowed to shine a little bit more recently.
Nat Penfold
Other changes for the better is a new executive producer with the promotion of Nat Penfold to the top job. She replaces Pedro Vitola who flagged his departure some time ago, but departed swiftly recently.
Penfold and show director Bruno Bouchet, and the wider team, have been delivering a better product. That was highlighted last week when the stars aligned for the breakfast show on Thursday.
Bruno Bouchet
That was the day Jackie read from her new autobiography to be released this week. That alone would have made for a memorable show. But also happening that day was one listener taking home $100,000 plus an interview with Lidia Thorpe just days after she confronted the King in Parliament House.
But it’s the arrival of Jackie’s book The Whole Truth that could lead a reappraisal of the program. Her decision to work with Nine Publishing author and journalist Konrad Marshall helped secure Nine Publishing coverage on Thursday and Friday ahead of a much sort after Good Weekend cover.
See also: Jackie O’s book bombshell – The Whole Truth reveals visit to Betty Ford Centre
The downside for such a deal though is Nine’s arch enemy, News Corp, will be lukewarm with its coverage. You’ll find it hard to track any mention of the book so far in News Corp publications.
Not all books need to choose one media partner over another though. Just this weekend, the new book from cricketer Glenn Maxwell had excerpts in both News and Nine newspapers. Working with Maxwell on his book was podcaster and commentator Adam Collins.
Also helping build the KIIS FM radio show’s audience is Jackie’s new podcast with her “bestie” Gemma O’Neill. Living Her Best Life has quickly found an audience and sits Top 10 in the Apple Podcasts Society & Culture category. It delivers another way for listeners to find The Kyle and Jackie O Show.
See also: Meet Jackie O’s Bestie Gemma O’Neill – Media executive as reluctant podcast star