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ALLIER, France — Since 2006, Radio Coquelicot (Radio Poppy) has been broadcasting from Allier in central France to the north of the Puy-de-Dôme, between Vichy and Clermont-Ferrand, to an estimated 50,000 listeners. Resolutely rural, the uniquely named station has quickly found its place among the local population, making the steadfast promotion of the region the foundation of its programming and success.
Journalist Juliette Moyer and on-air manager Vincent Valentin opened the doors of this community-oriented radio station. “We’re an ultra-proximity radio station” is one of the clearest statements I’ve heard from the station’s two permanent employees. Part of Radio Coquelicot’s strength lies in its pool of approximately 30 volunteers aged between 17 and 76, who are the soul and, above all, the voices of the radio station. The station ensures parity between men and women at the microphone. “There are practically only volunteers on the air,” highlighting simultaneously a desire to air content “made by different people, dealing with a wide spectrum of themes.”
Most content is recorded because the station relies heavily on testimonials and interviews. “Ninety-five percent of our programs are recorded to enhance quality and ensure a high-quality end product,” says Valentin
Solutions-based journalism
Faced with the diversity of proposals put forward by volunteers, the station intends to develop its singularity around one idea: “To have most often a positive view of current events, to get away from the prevailing anxiety.” Moyer adds that she also wants to promote solutions-based journalism. To achieve this, the team and volunteers ensure local residents have their say.
Nearly nine hours of programs are broadcast every day, giving guests and volunteers the opportunity to testify, tell stories and unite listeners. Between interviews, which encourage local input and the daily 30-minute newscast, which includes content produced in the field, the region remains the cornerstone of the editorial offering. This subject also gives rise to a weekend socio-cultural magazine, further diversifying the offering.
Most content is recorded because the station relies heavily on testimonials and interviews. “Ninety-five percent of our programs are recorded to enhance quality and ensure a high-quality end product,” explains Valentin, who oversees putting the programs on air. He is also responsible for the station’s musical programming. Again, eclecticism is the order of the day, with an evolution of genres throughout the day to appeal to all audiences. “We change styles every two to three hours and make sure to feature local bands for an hour a day,” he sums up. From the microphone to the turntables, diversity is the order of the day for a station where there’s always something going on.
We work with the French education authority to diversify our activities and co-create projects with students. Moreover, all these projects find an outlet on air, where they are broadcast.
Juliette Moyer
In tune with the times, in tune with the land
Don’t think that Radio Coquelicot is just a radio station. “We’re multiplying our projects,” say Moyer and Valentin. “In particular, we work with the French education authority to diversify our activities and co-create projects with students. Moreover, all these projects find an outlet on air, where they are broadcast.” In addition, the station regularly welcomes interns to its premises, aiming to put them in direct contact with the reality of journalistic work. “We mobilize them for journalistic production,” says Moyer, adding that these productions are adapted to the profile of each trainee.
This direct contact with the younger generation is also reflected in the distribution of content via the station’s social networks, which have almost 9,000 followers and enable the station to reach beyond its initial broadcast zone, which remains confined to FM.
The team does not discuss a possible move to DAB+, citing a complicated economic situation that makes it “impossible to access DAB+ financially speaking.” At the same time, the geographical area does not favor DAB+ broadcasting in the near future since it has dead zones.
Close to the land
Being firmly rooted in the local area also means reaching out to those who know how to tell the region’s story and pass it on. Visits to nursing homes and people with mental disabilities are organized to capture these stories and enhance the value of all audiences, as are roundtable discussions that enable the station to consolidate its local roots. “People come to us for our expertise,” explains Moyer.
The strategy of basing as closely as possible to the local area is bearing fruit. “When we go out into the field, people identify us,” says Moyer, speaking of the apparent benevolence towards the station. “The poppy is one of the French people’s favorite flowers,” she notes with a touch of mischief. Now, perhaps, it has become one of their favorite radio stations.
The author is a columnist with the French daily Le Soleil. An admitted long-time media addict, he says not a day goes by without him listening to the radio.
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