Winning breakfast shows have radio personalties who do know what their audience really wants, and (are not afraid to) show their listeners who they really are.

Successful morning shows are like real-life soaps on the radio, with a role for radio personalities and listeners who tell authentic stories that engage the audience.

From interviewing Michael Jackson to managing Chris Moyles, from signing Craig David to heading Global Radio: Richard Park did it, but still loves to discover radio talent.

Radio market research is important. But successful radio programming is more than cluster mapping, music testing and image tracking, as German cases show.

Personality radio is based on relatable people who share authentic stories in interesting and entertaining ways. But where to find talents, and how to coach and direct them?