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10 Questions with ... Mark Bergman
May 25, 2009
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NAME:Mark BergmanTITLE:APD/MD/Afternoon DriveSTATIONS:CJFM Virgin Radio 96MARKET:Montreal, CanadaCOMPANY:Astral MediaBORN:MontrealRAISED:Montreal
1) What Got You Interested In Radio?
When I was nine or 10, I used to fall asleep listening to the legendary Dick Irvin broadcast the Montreal Canadians play by play, "skating from left to right on my radio dial." From back then, radio became a magical/dreamy kind of place for me.
2) What is the biggest misconception about your station?
Sometimes the station and the Montreal market as a whole lacks appeal because people think that you need to be fluent in French to live here. "Ce n'est pas le cas..." errr...that isn't the case. Most of our air staff is from out of Quebec, and most have stuck around for more than 10 years (which is unique in itself!). However, a taste for Poutine doesn't hurt!
3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Montreal is a market within a market, much like the Latino market in LA. The majority of the population in Montreal speaks French, but there's enough of an English population to support three FM's and three AM's. Musically, there's a huge European influence in this city, so while we look at North American music charts, we're also trying to discover new music with more of a Euro feel. It allows Virgin Radio Montreal to sound like no other station in North America.
4) How would you describe the music and imaging on your station?
The music on Virgin Radio Montreal is different than any playlist in North America because of three factors: 1) 35% of our music must be Canadian 2) 49% of our music must be 'non hit' status (below #40 on the Billboard Hot 100), #3) The European influence on the market. Take those three factors into account, and we can't sound like KIIS-FM or Z-100 no matter how hard we try. We're forced to step out on some songs that have no history in North America. (Just added this week: "Can't Get Over" by September.) We love the fact that we're forced to be different, and we can't rely on charts alone. **Montreal radio broke the Backstreet Boys in 1995 after programmers heard them on the radio in Europe**
5) What has been your station's biggest accomplishment?
Rebranding to Virgin Radio. MIX 96 was a market leader when it was announced that we'd be rebranding to Virgin Radio. The name was pretty much "heritage" at that point...17 years in the market. So there we were, about to blow it up!! Not only did the rebranding to Virgin Radio keep us at #1, but we even gained in some demos as well.
6) What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?
Every October during Breast Cancer Awareness Month, we roll out our "Shave To Save" campaign, where our jocks and hair stylists hit offices daily and shave heads. Offices must raise at least $2000 per head. We usually shave 3-4 heads per office, and have raised $3 million since we started eight years ago. It also makes for touching radio when we check in live on-air with some of the "shavees" giving us their reasons for shaving their heads. The most touching part of it all, is that about 1/3 of people who we end up shaving, are women!
7) Who is your favorite air personality not on your staff?
Seacrest is still #1 in my books. A week doesn't go by where I'm not listening to his show live, at least a couple of mornings.
8) Who is the most amazing talent you've worked with?
Our midday host Nat Lauzon by far! She's the complete package. She has a great sense of basics and formatics, while bringing a TON of her world, ideas, and humour to the show. She is always blogging and keeping in touch with her audience the way we should be in 2009. Her personality is a cross between Ellen Degeneres and Sarah Silverman.
9) You're stuck on a deserted island and you only have 5 CDs with an unlimited supply of batteries. What are they?
- Dave Matthews Band - "Under The Table And Dreaming"
- U2 - "Joshua Tree"
- Tragically Hip - "Trouble At The Henhouse"
- The Killers - "Sams Town"
- Coldplay - "A Rush Of Blood To The Head"
10) What's been your biggest disappointment in Radio today?
The fact that some programmers are STILL going with no personality radio. It's ok to pound the music, but we've got to differentiate ourselves from other music medium.
Bonus Questions
1) Which new artists do you expect to still be playing in five years?
I have a hunch that Lady Gaga might be around for a while.
2) Favorite artist you have met?
To this day, Pink remains the most down to earth. Nelly Furtado and Katy Perry are a close 2nd
3) Fill in the blank: I can't make it through the day without
FACEBOOK & TWITTER!!
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