Question: Would people rather be shouted at or whispered to when they wake up in the morning?
Joe Augustin Answer: People like to be with human beings who get what they're going through in the mornings. They want to listen to someone who is just like them, rather than a distant figure who shouts at the world. If something happens that demands exclamation, fine. But, in general, I don't think people like to wake up to the sound of a ranter.
Hamish Brown Answer: My listeners are mostly over 35, so yelling at them wouldn't go down too well. They want to wake up to melodious music and get snippets of information that they can use during the day - the weather, traffic and so on.
Question: What's the key to building a loyal breakfast listenership?
Joe Augustin Answer: Loyalty comes from consistency. It's like finding a house that you want to come back to everyday. Once you've found somewhere you can call home, there's less chance you'll look around for something better. If people get what they want 80 per cent of the time, fine. But, of course, radio is not really a top priority. I'd say it's just about on a par with buying toilet paper.
Hamish Brown Answer: Always be a listening ear and someone to be relied on to play good music. It's important not to disappoint people. If you don't have that Cliff Richard track they're after, then play them something else you think they'll like. It just takes a bit of nous.
Queston: Is it right or wrong for radio DJs to talk about brands on-air? In other words, do you agree with product placement?
Joe Augustin Answer: As long as it's realistic and in context, I don't have a problem with it. Talking about, say, the new Apple iPhone is a pretty natural topic of conversation in Singapore. It becomes a problem when you overstretch it. Like the husband who buys a bowling ball for his wife. And you can't be the guy who says brand 'A' is the best one week, and brand 'B' is better the next.
Hamish Brown Answer: If a DJ says 'I use this or that product', they've got to realise how influential they can be. A good jock has to know when to be ambivalent and when to stand his ground. It's important to have opinions and everyone is human, but sometimes, the safest route is the best route.
Question: What are the topics of conversation you try to avoid on your show?
Joe Augustin Answer: We always push the envelope. We take sides too. We talk about things like girls being more feminine and guys being more chauvinistic. So, in some ways, we get away with more than, say, in the US. The notable exception being politics.
Hamish Brown Answer: Singapore has come a long way in its tolerance of race, religion and political beliefs over the past 40 years. But if you carry a stick for freedom of speech, you should also be aware of the power you wield as a broadcaster. There are some things that just aren't right to talk about.
Question: If you had to listen to a show other than your own in the morning, which would it be?
Joe Augustin Answer: The BBC's Chris Moyles' show. His style and approach are pretty similar to mine. He's very connected to the themes of the moment. His is a fun show, and his team plays along with him well.
Hamish Brown Answer: I have to get up at 4:30 every morning, so on the days I'm not on-air, I like to catch up on some sleep.
Question: Who's your all-time radio DJ hero?
Joe Augustin Answer: The Greaseman. He used to be on the Big 8 show in Washington. He's very erudite and adept at improvising around a story idea. And it's all very graphic. My other one, who's a bit controversial - but he's a brilliant guy - is the legendary Howard Stern.
Hamish Brown Answer: A great jock is one who leaves a great legacy. Casey Kasem is among them. But in the days of in-your-face shock jocks, they're hard to find. DJs who encourage couples to fornicate in houses of worship (not in Singapore, obviously - abroad I mean) for their minute of fame are just plain dumb.
