Radio Legends: Bruno Rost finds the humor in successful leadership

by Daryl Ilbury December 21, 2023 11 min read

A b/w image of the Worldcast Ststems Management team with a golden telescope in the middle of them all

Bruno Rost is the former president of WorldCast Systems. After turning the medium-sized company into a broadcast technology powerhouse, his career took an unusual turn into standup comedy under the name Toni Rostini. However, he hasn’t left the corporate world behind him; it’s an integral part of his comedy routine.

RedTech: Tell us about yourself, your background and your professional journey.

Bruno Rost: I have created or taken over 12 businesses during my professional life. From the first at the age of 19 to the most significant one, WorldCast Systems. I ventured into the industry after experience in service companies, especially youth training programs, combining studies and work. Leading WorldCast was the highlight of my career in the industry. The company has all the services of a large corporation, including production and international commercialization and an engineering department, while maintaining the size of a human-sized enterprise.

RedTech: How did you get started in radio broadcasting, and what led you to WorldCast Systems?

Rost: When I arrived in 1998, WorldCast had around 20 employees. The company was primarily selling in its domestic market (France) then. I had the opportunity to immediately partner with the company’s founder, Daniel Werbrouck, an engineer and radio technician. We formed a perfect team — he focused on product development, while I worked on international expansion. Today, WorldCast sells its products, particularly the Ecreso FM transmitter brand, in nearly 100 countries worldwide.

The life of a company is anything but a smooth journey. There are highs, lows, rebounds and moments of adversity; it’s just life, plain and simple. This humanity, I believe, is important to showcase. A boss is, first and foremost, a human being. An entrepreneur is primarily an adventurer. A company is just a dynamic component of people’s lives and the world.

RedTech: What are some significant shifts you’ve seen in the industry along the way?

Rost: I can identify two major turning points. Firstly, the digital transition that impacted the entire market, affecting not only studios but also broadcasting. No one could have predicted that all FM transmitters, inherently analog, would become digital one day.

The second turning point was the global telecom crisis of 2008/2009. Customers demanded fewer functional innovations for products and insisted on competitive pricing for high-performance products. This completely changed our focus on new product development.

At WorldCast, we took a different path than most competitors. We chose to continue innovating, while ensuring that each innovation would bring a direct or indirect financial benefit to our customers. For example, Smart FM allows customers who purchase our transmitters to save on electricity consumption.

It was a bold choice, but ultimately a winning one. Today, the company is one of the leaders in its market.

RedTech: What do you see as the biggest challenge facing the audio broadcast industry today?

Rost: I can only speak for the broadcasting side, which is at the core of WorldCast’s business. The challenge is the industry’s shift toward telecommunications. Radio is holding up well because it’s a cost-effective medium catering to local, regional and national audiences. However, the internet is bound to gain ground in the coming years, especially in industrialized countries.

That’s why WorldCast has decided to gradually diversify its activities by developing management and control software such as Kybio and venturing into video communication in very specialized niches, thanks to SureStream, its audio and video transport technology.

Bruno Rost as Toni Rostini

RedTech: What made you take the leap from WorldCast to becoming a comedian?

Rost: The world of radio and TV is also a bit of the show business world! In my case, I’ve always wanted to innovate, whether by creating new products for WorldCast or a new life as a comedian. The extraordinary adventures experienced within WorldCast deserved to be told on stage! I also ventured into writing management books because WorldCast has been an extraordinary place of managerial innovation.

RedTech: In your comedy routine, you highlight the challenges business leaders face. Why is this topic important to you?

Rost: The image of entrepreneurs varies depending on the country. In the United States, entrepreneurship comes naturally. This isn’t always the case in France, although things are evolving positively. It was very important for me to show what a boss is to people with a distant image of it, such as those working in administration.

Furthermore, the life of a company is anything but a smooth journey. There are highs, lows, rebounds and moments of adversity; it’s just life, plain and simple. This humanity, I believe, is important to showcase. A boss is, first and foremost, a human being. An entrepreneur is primarily an adventurer. A company is just a dynamic component of people’s lives and the world.

RedTech: Your leap took a lot of courage and respect and is an excellent example for professionals in every industry. What advice would you give to a younger you just starting out?

Rost: I will try to summarize that in a few words. Firstly, implement participative management. Secondly, have values and write them down — display them. Thirdly, have a long-term vision. The industry is a world that evolves more slowly than one might think. The adoption of a significant innovation often takes years. Therefore, one must be prepared to manage long periods. All this requires having a solid shareholder base and building employee loyalty so they come to work to find passion and meaning in what they do.

RedTech: If you consider your history in audio and radio, what technological innovation do you believe has been a game changer for the industry?

Rost: Digitization and then the arrival of the internet.

RedTech: What’s the best “mistake” you’ve ever made?

Rost: Perhaps I should have made way for my successors a bit earlier. The three executives who took over the company’s leadership are truly remarkable. As evidence, the company is stronger after COVID than it was before!