Radio ‘in its most raw form’ back on 98FM

Award-winning ‘Naked Breakfast’ to return for live one-off

98FM’s first Naked Breakfast show at Dublin’s Vicar Street last November. The event will be staged at the RDS this year.

98FM’s first Naked Breakfast show at Dublin’s Vicar Street last November. The event will be staged at the RDS this year.

 

98FM’s Naked Breakfast, which picked up the Music Event award at last Friday’s PPI Awards, is coming back to the Dublin station on Friday, November 27th.

Last year’s debut saw the entire breakfast show – including the ads, the music and the jingles – performed and broadcast live from Vicar Street in front of an audience of 400 people one morning, with no nudity involved, and this year it will be staged at the RDS “for an even bigger and better show”, according to the station.

Naked Breakfast, presented by 98FM breakfast hosts Ray Foley and JP Gilbourne, marked the first time an Irish radio show had been 100 per cent live, with no prerecorded items, no delay button “and no safety net”.

Even before the recognition at the Irish radio’s “Oscars”, the show – dubbed “radio in its most raw form” by Foley – had been hailed by media campaign planners as an example of innovation by the industry, with the station having won attention from advertisers attracted by the novelty of hearing actors perform their radio ads live.

The chance that the hired actors could succumb to corpsing – giggling fits – as they earnestly deliver brand slogans might be reason enough to tune in.

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