When was the last time you stepped into Studio A? Last week? Last month? What did you think of it?

Well, when the new owners of Virgin Radio / (insert new brand name here) first stepped in there, they probably had exactly the same thoughts as you. It’s a bit smelly, generally untidy, grubby and needs a bit of refreshment. Remember that there has been somebody either using or repairing that studio every single day for over seven years now!

Don’t you find it amazing that we can produce great award winning shows from a room that is like this? Well ask yourself this; how much better could these shows be if they were presented and allowed to evolve in a more inspirational environment? This just one aspect of something called ‘The Studio A Strategy’.

Now think about Golden Square for a minute, and what virtually everything that is done in this building ultimately has an impact on. It could be the Sales team thinking of an execution to one of our promotions, the engineer thinking about the technical and feasibility aspects of deploying a News system, producers making new walk-ups, or even a work experience collecting mugs to make sure that Neil can get a cup of afternoon tea. They all ultimately have an effect on what goes on in Studio A.

Think about the physical again – it could be the Chief Executive with somebody influential, the Sales Director with a very important client, the Programme Director with a new presenter or even you showing your parents around at the weekend - everyone has an interest and a desire to see Studio A. It is, after all, the reason we have the Boardroom on the third floor.

I have to be honest and admit that it took a few minutes of thinking about this (after Clive explained it to me) for it to make sense. The ultimate goal is to get more listeners listening for longer, which will make more money, and this could well be driven forward by this theory. It’s a way of thinking, that everything you do here, all of it, every little thing, you should be thinking about what that means to Studio A. Is it a positive impact for the Studio or the DJ? Will it help the DJ relate to our listeners better, which then encourages them to listen longer? If we consider the impact on Studio A, and what goes on in it, for every little thing we do…

So next time you’re working on something, have a think and try and work out the connection to Studio A and how it could make an even more positive impact. I’m sure there will be one, however small!

So what shall we do with the studio? What’s the vision that we’re trying to realise? Our first thoughts are of a fresh environment, with added facilities. Maybe some new desk furniture and a different orientation for the presenter, even a big posh glass wall to replace the wall to the corridor - one that goes opaque with the flick of a switch. Maybe red and green lights that bathe the walls, alternating in colour when the microphone is live, and overhead screens that display ‘crunched’ RAJAR data. Better lighting, new and improved soundproofing and even a beefier sound system to get our presenters loving the music they talk up even more. All of these things could help our presenters relate and engage with our listeners more. This is all possible, and it’s now up the Technology Services team to put our heads together, with both the presenters and Management, and decide what’s most important - most important for Studio A.

Eddie