Keith Lawler

Yeah, that's right, Ciarán.

Yeah, that is fair.

I think it's really good what RTE1 have done in terms of leading the way in designing a sonic system, a sound that is across every single touchpoint.

So wherever you hear that sound, you attribute it to the RTE brand.

I think the actual, the little logo itself, it goes bum, bum, bum, bum.

So it's like RTE1, which is really, really clever, really interesting.

I think it's been strategically thought through in a really good way.

And for me, my background is in sonic branding.

Yeah.

We look at, you know, how does a brand sound everywhere you interact with it and how does it sound distinct everywhere you interact with it?

How would, if you turn it on, do you instantly recognize it just by the sound that this is RT1, not RT2?

Or is it an ad or is it a different brand or whatever it is?

there's kind of sound characteristics that make you recognize it really, really instantly.

And so that bit, I think, has been ticked really well in that there's a sonic system that is across the entire station.

All the shows have the same sonic characteristics.

But what I think, you know, another approach might have been, might have answered, you know, what Bernard and David are speaking about, which is,

the power that music has to, you know, create an emotional recall or to trigger feelings and thoughts that might be, you know, half a century old that are, you know, rooted in who we are.

And particularly in Ireland, culturally, like these sounds evoke something that bring us to a place instantly.

And I think it's really good that RT has recognised that and designed that as a system.

But what might have been a,