Documented Success in Adult Contemporary Broadcast / Online Programming and Operations Management

Mike Berlak
4799 Summerside Drive, Lake Wylie, SC 29710   980-322-2803

Major market broadcast operations & programming manager with solid winning record. Strong in talent coaching, research analysis, creative ideas, and everything ‘web.’ Sales experience. Big picture/bottom line orientation. Respected strategist.

BA: Speech-Radio/TV, Lewis University, Lockport (Chicago area) IL

Saga Communications -- Asheville NC

Mix 96.5 WOXL Program Director (2009-2011)                                         Listen to Aircheck      

Brought major market expertise and the latest PPM best practices to newly-established Adult Contemporary station in smaller market, positioning format among competitive brands, unifying daypart-to-daypart presentation, focusing product on at-work usage, and programming a “mix” of musical genres to appeal to largest possible adult audience.  RESULTS: 25-54 share growth from 6.0 to 7.3 to 10.0 in just one year!  Coached the market’s heritage morning team, improving consistency of delivery and program element flow, concentrating on local and lifestyle content, and increasing exposure of crucial service elements. Personally voicetracked afternoon drive airshift.

WOXL-WTMT-WISE-WOXL/HD2 Operations Manager (2009-2011)

Supervised programming, production and promotional efforts of 4 station group, organizing/standardizing procedures and bringing efficiency of operation in a cluster of limited resources.  Reduced news/traffic/weather expenses while expanding multi-station coverage. Developed skills of less experienced on-air and behind-the-scenes staffers.  Optimized operation of state-of-art studio automation software and audio processing systems.

Clear Channel Radio -- Sacramento CA

Y92.5 KGBY Program Director (2003-2007)                                            Hear Station Demo

Turnaround situation!  RESULTS:  #1 ratings in target demographics (Women 25-54).  Thoroughly restructured station operations, managing change to state-of-the-art technical platforms and focusing staff towards consistent, quality performance.  Differentiated hotter AC product in highly competitive format battle.  Managed 18-year heritage/million dollar morning team.  Innovated web-based instant on-air song selection.  Increased monthly online streaming sessions to 50,000+.  Station voted by Sacramento Magazine readers as “Best At Work.” 

Clear Channel Radio -- Charlotte NC

Lite102.9 WLYT Program Director (1993-2003)                                      Hear Station Demo

Re-energized legacy radio station.  RESULTS: Consistent ratings growth including seven #1 quarterly Arbitron reports and fifteen top-3 finishes among Persons 25-54 leading to dramatically increased revenue approaching $1M monthly.  Coached veteran and entry-level staff to new levels of accomplishment. Wrote award-winning promotional material. Collaborated on custom image jingle campaigns.

WLYT-WKKT-WRFX-WWMG-WEND Operations Manager (2000-2003)

Newly created position to assimilate acquired properties into rapidly expanding local media group.  RESULTS:  Assembled and supervised team of format-specialist program directors for five-station cluster.  Wrote/administered multi-million-dollar operating budget, reducing expenses and increasing synergy through departmental consolidations and new technology solutions.  Conceptualized successful mass media (TV, outdoor, print) and direct marketing campaigns, oversaw perceptual research projects, and personally negotiated major talent and vendor contracts and cross-media promotional partnerships.  Created and supervised web/interactive department, delivering 2,000,000+ page views monthly.

Journal Broadcast Group -- Milwaukee WI

94 WKTI Program Director & Operations Manager (1990-1992)

Transitioned station format to Adult Top 40.  RESULTS:  10-out-of-11 #1 Arbitron reports in the target demo and, to this day, the best 25-54 share (11.3) in station history.  Managed high-profile Reitman & Mueller morning team, plus program, promotion, production and research directors.  Planned and administered $1.5 million budget, saving thousands with move to in-house music testing and perceptual research.  Coordinated strategic marketing functions and listener database maintenance.

Westinghouse Broadcasting -- Sacramento CA

KAER 92.5 Account Executive (1989)

First-time salesperson.  RESULTS:  Signed more new-direct business than any other member of seven-person staff.