Talk the talk

Ethel Power, chief executive of Tipperary local radio station Tipp FM, talks to David Clerkin.

You’ve moved from being commercial director of Dublin Zoo to running a radio station. What are the similarities between the jobs?

There are lots of similarities - be it a successful zoo or a successful radio station, it’s all about developing a strong, vibrant, successful organisation. The key to this is to grow a team of motivated individuals, all of whom have pride in their jobs and hence are committed to delivering the best service to the listeners.

Why did you make the move?

I’m from Tipperary, I love Tipperary so it was time to return - but only after ’learning the skills of the trade’ by spending many years involved in national and international business.

Tell us a little about Tipp FM.

Tipp FM is the number one radio station in Tipperary, broadcasting to 135,000 people. It was recently awarded a 10 year commercial licence. The team and I are committed to delivering the best radio station for everybody in the county. We are currently implementing a whole new development plan that will see many changes at the radio station, including new programmes.

What has struck you most during your first three months in the job?

I can’t believe that I haven’t missed Dublin - even for a day! I lived in Dublin or abroad since I went to college at 18 and hence it really was my home. I am actively selling to my Dublin friends the concept of a country life in exchange for night spots like Renards!

How does it compare with your expectations?

I underestimated how much I would like it or how quickly I would adapt - I love it and I adapted overnight!

What are the main challenges that lie ahead?

Competition from other radio stations and from the many other options that people have for their leisure time.

Where do you want to see the station in two or three years’ time?

The team and I want Tipp FM to be one of the most successful radio stations in the country - from a programming and a commercial perspective. Good programmes, great music, the best news, superb sport and a close connection with the community will all join to create an excellent radio station.

What makes for a successful local radio station?

Excellent programmes (relevant to Tipperary listeners), great music, the best (local and international) news, superb sport (giving essential local insight) and a close connection with the community (celebrating the many community wins and understanding the many community plights) will all join to create an excellent local radio station. And, of course, some juicy local gossip when appropriate!

What do you miss about your work with the zoo?

I miss Lucy the baby chimp and the honour it was to be able to hold her on a daily basis.