Who’s Getting Disruptive?

Do you recognise this sound then…?



I heard this fantastic bit of “disruptive” audio this morning during the Chris Moyles Show on BBC Radio 1. This was produced by BBC Radio X-Trails – a team I’m shortly joining as a producer – and is a great example of doing things a little differently from the normal. It is, in effect, a teaser trail, for the new series of Doctor Who which starts this Saturday night on BBC1. However – the premise for this is effectively that the Doctor has crashed his TARDIS into the radio station – works out where he is – andsays stuff that points towards the new series – without giving a direct call to action.

What makes this effective is the fact that the “break in” to programming is fairly obvious – and that the TARDIS sound occurs fairly early on – making it effectively a “sonic trigger”. Promotion for the new Doctor Who series is all over the media at the moment – from Youtube to the BBC Website – and with the new Doctor appearing on shows such as Friday Night With Jonathan Ross and the likes – this is a clever way to build audio into the mix. My guess is that more traditional trails with a specific call to action will follow.

And have you ever heard a DJ interrupted mid-link before? Takes a bit of preparation beforehand – but sounds quite clever too!

So how could you make this sort of thing  work on your station? Get thinking…

[All audio (c) BBC. We acknowledge all rights held by the owners, creators and performers of the recorded works which are included solely for the purpose of review].