As VP/Programming at Radio Disney, Ray De La Garza oversees the #1, 24-hour radio network devoted to kids, tweens and families. The network has been experiencing some of its best audience numbers and listenership in years under his leadership. Radio Disney is no longer just a “kid” brand it’s a Pop culture brand. It’s become an important platform that’s helped in launching the careers of some of the biggest names in Pop Music.
By Bob Burke
Ray De La Garza
As overseer of all aspects of Radio Disney programming, life is pretty good nowadays for Ray De La Garza! The Radio Disney brand has been experiencing some of its best audience numbers and ratings under his leadership. His professional experience spans over 24 years in the field of entertainment, network and local radio programming, sales, marketing, TV programming, executive management and live event production.
Prior to joining Disney in 2007, De La Garza was Vice President/General Manager of 830 AM Los Angeles. He was also Chief Operating Officer for Radiovisa Corporation and Senior Vice President, Programming for Premiere Radio Networks. While at Premiere Radio Networks, De La Garza was in charge of The Jim Rome Show, Carson Daly Most Requested, Rick Dees Weekly Top 40, Rick Dees in the Morning, Hollywood Confidential with Leeza Gibbons and many other nationally syndicated programs.
Radio Disney is the #1, 24-hour radio network devoted to kids, tweens and families. Kids play a huge role in picking the music and are encouraged to interact with the station. The current playlist, driven by listener requests, includes some of today’s hottest major label recording artists including Miley Cyrus, Jonas Brothers, Taylor Swift, Demi Lovato, Justin Bieber, Selena Gomez and Mitchel Musso. The network is available on over 30 terrestrial radio stations and is also available via RadioDisney.com, Sirius XM satellite radio, iTunes Radio Tuner and on mobile phones.
We recently caught up with Ray for a Q&A on all things Radio Disney as the station has become a fixture in the world of Pop culture today.
Radio Disney has become one of the most powerful brands in Pop culture today. What’s been the key to not only getting the brand to this point but sustaining that kind of momentum?
We recognize that the tween audience heavily influences Pop culture, and provide them with an outlet they can call their own, while still providing music that parents will enjoy as well. So the whole family can experience Radio Disney together. Our lineup of on-air personalities are all very attuned to the latest on what is resonating in Pop culture, which ensures that we can deliver topical, entertaining information that is constantly evolving.
Many people think Radio Disney is simply just an outlet for kids but it’s really become more than that. Who is the specific target nowadays and what’s been the daily focus?
We are dedicated to providing entertainment for kids, tweens and families, which is reflected on-air now more than ever with our diverse playlist that includes multiple genres of music and artists. We recently delivered some of our highest ever parent listenership and we hear candidly all the time that parents keep Radio Disney playing long after they drop the kids off at school.
What are some of the important guidelines Radio Disney has regarding musical content?
We ensure that all lyrics are appropriate for our audience. We have a great Broadcast, Standards & Practices team that reviews all our songs and videos before they are played on our air or posted online.
It’s not that often an artist will change its lyrical content, but they do it for Radio Disney. Why do you think some of Pop music’s biggest stars have embraced the idea?
We’re in a great situation. Artists really see the value in reaching the Radio Disney audience. Our Executive Director of Music and Programming, Kelly Edwards, works closely with record labels to secure versions of key artists’ songs with any necessary changes to the lyrics to ensure that it’s appropriate for our audience. Rather than taking a song, for example, and editing out lyrics on our end, we leave the option up to the artists to create a version of their song that is appropriate for Radio Disney.
If you had to point one key performer or year that’s really helped to put Radio Disney on the map who or what would it be?
In 2007, the success and popularity of Disney Channel Original Movies like “High School Musical” and “The Cheetah Girls” definitely helped raise the profile of the network. Then, when Miley Cyrus and the Jonas Brothers went on tour in October, our audience grew substantially over the next 6 months. I had record label heads calling me asking who they were and if they could get tickets and meet and greets. Then, it was up to us to keep the momentum going with all of our programming elements like “Take Over” withErnie D, “Top 30 Countdown,” “Celebrity Take” with Jake and “N.B.T.” (Next BIG Thing) that add to our music, talented on-air jocks, imaging, contests, prizing, and short-form content like “Total Access,” and “N.B.T.: Making It Big.”
Over the past couple of years terrestrial radio stations have incorporated more and more “Radio Disney” artists into their playlists. Overall, does that help or hurt your target audience expectations?
I believe it helps us. As our tween artists go more mainstream Top 40 radio, so does our format. We originally grew our audience by mixing songs from Miley Cyrus and the Jonas Brothers with Taylor Swift and the Black Eyed Peas and we continue this withChina Anne McClain and Coco Jones played alongside Justin Beiber, Carly Rae Jepsen and One Direction. It’s also great to hear artists who started exclusively on Radio Disney now on Top 40 radio like Demi Lovato and Selena Gomez.
How is Radio Disney positioned and evolving on the technology front? Is that still a key targeted growth area?
Besides airing on our 31 terrestrial radio stations, we also are available on Sirius XM, via our iPhone and Android apps, and our Facebook player, and we are always looking to increase our national footprint. When our audience gets out of their cars or leaves their houses, we want to make Radio Disney accessible to them no matter where they are or what they are doing.
Being a national network, how is Radio Disney positioned in local markets to maximize its impact locally?
We have very strong local stations spanning across 31 markets. They are all incredibly involved in their communities and host numerous local family-friendly events ranging from meet and greets with Disney Channel talent to concerts featuring various Radio Disney artists. The stations provide a local touch-point for our listeners to further engage. Additionally, we just launched our Facebook local app, which allows listeners to receive an entirely geo-targeted experience.
Is there an ultimate goal for 2012?
To increase our footprint in all aspects of terrestrial and digital distribution as well in the social media world.
When people think of Radio Disney, what would you ultimately like them to think of?
Radio Disney as the #1, 24-hour radio network devoted to kids, tweens and families.
[eQB Content By Bob Burke]
