Savoring the Joys, Not Mourning the Losses
In the vibrant radio landscape of Greater Montreal, Patrick Masbourian's morning show, "Tout un matin," on ICI Première, has become a force to be reckoned with. After a humble beginning in the fall of 2019, the show has made a significant leap, securing the top spot in the city's radio market share.
The show's success can be attributed to its strong audience engagement and the quality of its programming. With its cultural richness and the connection Masbourian has established with listeners, "Tout un matin" has managed to surpass its competitors in recent radio audience surveys. At the end of the last season, the show held a market share of 29.2%, a progression from its initial 16.1% in its time slot. By spring, it had become the most listened-to radio show in Greater Montreal.
Masbourian, the host of "Tout un matin," has never aimed to win the ratings war against his predecessor, Paul Arcand. Instead, his goal has been to create an enjoyable show for both the team and the listeners. This arrangement, he believes, facilitates work-life balance, as he spends his weekends with his family in the countryside in the Eastern Townships. During the week, he resides in an apartment in Longueuil, near the Radio-Canada studios.
In an effort to maintain this balance, Masbourian does not check the news or work-related emails when he is with his family. This commitment to his loved ones is evident in his recent four-year contract with ICI Première, a testament to his dedication to both his career and his family.
The success of "Tout un matin" has not gone unnoticed. Radio-Canada's expectations for the show have increased, but Masbourian has no plans to change the show to maintain its number one position. Instead, he is excited to reunite with his team and listeners this fall, with the addition of Pierre-Yves McSween in December also attracting new listeners.
As the new king of the airwaves on ICI Première, Masbourian's distant predecessor, Marie-France Bazzo, had set high expectations upon her arrival, suggesting that her goal was to beat the king of the airwaves. With "Tout un matin"'s current success, it seems that Masbourian is well on his way to achieving this goal, if he hasn't already.
References: 1. "Tout un matin sur ICI Première devient le programmme le plus écouté de la matinée à Montréal." Radio-Canada, 2021. https://ici.radio-canada.ca/nouvelle/1680932/tout-un-matin-ici-premiere-audience-montréal 2. "Le programme Tout un matin sur ICI Première arrive en tête du marché de l'audience à Montréal." Le Devoir, 2021. https://www.ledevoir.com/culture/media/544166/le-programme-tout-un-matin-sur-ici-premiere-arrive-en-tete-du-marche-de-l-audience-a-montreal
Masbourian's morning show, Tout un matin, has drawn attention not only in the local radio market but also in the broader entertainment world, with French celebrities expressing their admiration for the program. The cultural appeal and appeal to a wide audience of the show have made it a topic of discussion among entertainment enthusiasts.
