For a long time, Yann Chouquet was known in the corridors of the Maison de la radio as number two to Laurence Bloch, former boss of France Inter. This Rouennais was the station’s program director. In the spring, he moved to another floor at the Maison Ronde, becoming number 2 in the France Bleu network (44 agencies, 1,500 employees). Yann Chouquet now supports, as deputy director in charge of antennas and editorial strategy, director Céline Pigalle. The latter has itself gained ground since it has also been running the news at Radio France since August.
What are your priorities for France Bleu?
Develop local news, music, good humor and service information. When I took office, I implemented three adjustments: I increased the volume of music, reworked the tone of the hosts and returned airtime to locals. Before, the France Bleu national team produced daily broadcasts from 12 p.m. to 4 p.m. Now, at 1:30 p.m., the locals take control again.
Furthermore, I would like France Bleu to be identified as a “tutorial” radio station, with very pragmatic advice on the air on a daily basis, with short, precise content that can be applied straight away. We have set up a section called “This way, savings”, with concrete and targeted tips linked to the main problem for many French people: purchasing power. I also recruited a veterinarian who gives advice every day. France Bleu must assert itself as a public service radio station aimed at popular categories.
Audiences have stabilized (4.5%), how do you plan to boost them?
When operating a radio, it is essential to ask yourself two questions: who are we talking to? And who would we want to talk to? The France Bleu audience is between 60 and 80 years old. Our priority must be to win over more fifty-year-olds, who listen a lot to adult music radio and undoubtedly expect more local news and service information. There is a phrase that I like to use: “Our young people are fifty years old”.
Where is the merger with France 3, in a common brand ICI, often announced but repeatedly delayed?
There was a small period of uncertainty, but things are picking up speed: a campaign will begin on November 4 to present this new brand, and its deployment in agencies will begin in 2025. Little by little, we will have to learn to say HERE and not more France Bleu.
What is your assessment of the first stage of this rapprochement, the France Bleu morning shows filmed and broadcast on France 3?
These filmed morning shows are now in place in 37 France Bleu stations out of 44. This is increased visibility for us and an additional local service. The audiences are certainly far from Télématin or BFMTV, but they are higher than what France 3 obtained before these morning shows, so it is rather virtuous.
