Events, absolute

So, from 7.45 on today we became 100% Absolute, but what does that really mean? By Clive

September 29th, 2008

Posted By Clive

On the surface, we just rebranded – but because we’re Absolute, we’re trying to do it differently.  These days, everyone talks about branding, but we don’t often really think what it means.  A supermarket can take the same tin of beans, put three different labels on it and charge three different prices because the branding is different.  In their world it seems that it doesn’t matter what the product actually is, but the way that it’s sold.

That’s not what we’re doing here at Absolute – we care about our beans more than the label on the tin.  Which means that we really care about radio, and making this brand & station the best that we can.  There have been lots of meetings where phrases like ‘core brand values’ have been thrown about – but unlike other branding exercises we’re really trying to define who we are, and I want to look at some of the words that came up when we were trying to find Absolute.

‘Honest’.   Donnach, Adrian and I have designed this station to be the most open and honest about what we are doing – and between us, we’ve seen more than a few.  So, honestly, why are we changing the name? Because it allows us to expand in ways that having to tie into someone else’s brand won’t let us. 

‘Innovative’.  I’ve often used the phrase ‘always in Beta’ so much that around the office it may have lost some of its meaning.  What it means is that we’re always open to new ideas.  Absolute is available on more formats and platforms than any other radio station. As more technologies become available, then at Absolute, we will try to use them, if it makes the station better and easier to find (Look out for the new Absolute AMP player).  Making the station the best that it can be is our goal, so ‘always in Beta’ also refers to how we play music, structure the schedule and create the sound of the station.  We like to play a game called ‘best idea wins’, and if something works – then we’ll use it.

‘Loyal’.  Although we’re innovative, it doesn’t mean that we’re going to get rid of things that work because they aren’t new.  In his farewell blog, David Lloyd was nice enough to point out that we made him do extra work seeking his expertise in the transition when he could have been slacking off.  David was a tremendous help to me personally.  He helped me understand how this particular station and family works.  We have a great team of people all throughout the building, who rather than fighting against the ‘new regime’ have been embracing the opportunity to improve.  We have great talent, like Christian, Geoff, Ian, Ben, Russ etc, and everything we’re adding in terms of topicality, music, range and style will help to enhance what is already here.  

‘Excellent’. I have already stated that I intend for absolute to have more Sony Award winners than any other station (not just commercial) by the end of our first year.  That will be through awards we win, but also by bringing in award winning talented people. 

‘Discovery’. This is perhaps our most important word.  Not only are we discovering new ways to make Absolute the best radio station we can, we’re opening up new ways for people to experience and interact with us.  Not least is our massively expanded playlist, which means that people will be constantly discovering new and classic music – even if think they’ve heard everything, then we’ll be playing live performances and session tracks that you can’t hear anywhere else. As soon as people stop discovering at Absolute, then we’ve stopped doing our job properly.  If we can make Absolute a constant source of discovery, for the people listening and the people producing the station output, then we’re headed somewhere very special.

Absolute isn’t a tin of beans, it’s a radio station – and something that I’m very passionate about – (even if it does sometimes make me sound a bit like David Brent – thank you Media Guardian).  And Absolute as a brand isn’t just a new label on a tin – it’s the whole product and a way of thinking.  We’re not pretending to be honest, innovative, loyal, excellent and committed to discovery – we just are!

One Golden Square is a very special place – Absolute-ly!

12 Comments

  1. David, Northern Ireland,
    September 29th, 2008 at 9:19 am:

    I’m liking the sound of the new station and the name is growing on me. I will admit it didn’t jump out and grab me when the new name was announced.

    as for ideas - how about bringing back the VIP chatroom? It was quite a good community.


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  2. Niko (from Manila),
    September 29th, 2008 at 9:32 am:

    I have noticed that already - only now did I know that BJ Thomas sang that song I’ve been hearing occasionally. And I started tapping my feet from halfway around the world, so…

    …good job! It takes long to really know, but hey, if I’m surprised, it must be good.


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  3. Giovanni Lombardo,
    September 29th, 2008 at 9:34 am:

    Hello Absolute Radio !!!

    Good luck

    Kind Regards from Italy

    Giovanni


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  4. Alistair MacPherson,
    September 29th, 2008 at 9:50 am:

    Congratulations on the birth of Absolute, I personally feel a part of it.

    Well done David… oops, sorry Clive :-)


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  5. Erwin,
    September 29th, 2008 at 10:22 am:

    Format isn’t changed. It’s the same format as the past few weeks before. I hear the same overplayed and burned out stuff, Police-So Lonely, Rolling Stones-Tumbeling Dice….pfff

    And what about Absolute Classic Rock, you don’t hear only classic rock when they simulcast the breakfast show and the drivetimeshow. So where is that good for?

    B.t.w. I don’t hear the launch at 7.45, where can I listen again?


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  6. andy,
    September 29th, 2008 at 3:52 pm:

    really enjoying the music today.I’ve been listening all day, absolute is sounding brilliant!


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  7. Marty from new yawk,
    September 29th, 2008 at 3:56 pm:

    I appreciate the openess which is indeed a novel concept in any business. But the fact of the matter is, with the technology available, Clive, if you fart in the office, the Media Guardian could conceivably know about it in the space of a minute. I’m talking hypothetically, feel free to fart as much as you please (though the one in the lift last Tuesday was lethal).

    In any event, there were two problems with Virgin Radio in my distorted mind, marketing and the constricted play list. The latter has been addressed and the former is a work-in-progress. The presenters weren’t the problem as far as I could tell. It’s disturbing to me to have presenters leave because they don’t have a Sony Award. Award shows are all bullshit. They are a function of marketing the award nominees among the judges. I don’t listen to a presenter because they have won an award. Maybe that’s impressive to other listeners, but not to me.


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  8. matt,
    September 29th, 2008 at 10:47 pm:

    Congrats on your first day guys, not that I really got what was going on with the weird mix of songs at the launch…. it was not really that memorable…

    Digging a bit deeper…. was the departure of non-sony-winning-djs a warning flare to the existing, and incoming djs? win or be binned?


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  9. Tom,
    September 30th, 2008 at 9:12 am:

    It’s IAIN Lee not IAN!!!

    Hope you get it right on his payslip!


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  10. Marty from new yawk,
    October 1st, 2008 at 3:41 am:

    Please allow me to take the liberty of writing about the last early breakfast programme of Robin Burke on Absolute Radio.

    It is 3:16am in London (10:16pm in new yawk). I am listening to Tim “Midnight” Lichfield, a fine overnight presenter. One of the great joys of listening to the station has always been the “hand-off” between presenters. The repartee between Tim and Robin at the 4am hand-off has been priceless. Since most of you (as well as the bosses) are asleep at this hour you probably have not heard the conversation.

    Early breakfast has been transformed by Robin into a programme with features to engage the early morning listeners. There are many milkmen, oil rig workers, and delivery persons already at their jobs who could use a laugh at this time of the day. Frequently, they are not attended to. During Robin’s tenure they have found a friend to help them through the odd hours of the morning while the rest of the Nation sleeps. The features “What’s the Story Morning Glory” and “the Workman’s Whistle” have galvanized these listeners. Not only that, but they have had the opportunity to win DAB radios as well.

    I first started listening to Robin when he had a 2am programme on Sunday mornings. It was astonishing to me how such a young guy could be so professional. Perhaps the word progidy is what I’m searching for.

    It doesn’t seem to me that he ever got a chance to move to a more suitable position on a regular basis. Yes, there are many talented presenters on the station. Maybe that is the answer.

    In any event, I find it astonishing that a DJ in his 20s who has proven himself in every instance isn’t good enough to cut it at Absolute Radio.

    I am sure he will be successful in whatever he chooses to do. It is Absolute Radio’s loss.

    Bring on the Sony-award winning replacements.


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  11. David, Northern Ireland,
    October 1st, 2008 at 6:20 pm:

    I too am disappointed that Robin Burke is leaving. I always enjoyed his shows altho sadly I didn’t hear much of his Early Morning Breakfast Show as i was usually sleeping.


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  12. Joe,
    October 2nd, 2008 at 10:05 am:

    I agree 100% with Marty - whose decision was this? Or is this just the way Absolute is heading? Not embracing young talent? Robin is worlds above many of your DJ’s and clearly it’s a decision been made from someone who has a grudge and not on talent? I’ll keep an eye out to where Robin is heading next…. and i’ll change the dial to his new station.
    (except for Geoff)


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