The session is getting started.

Kowch says he thinks that together the other panellists reach about 90% of Torontonians in the morning.

Oliver says she has 90 minutes in the morning to write 4 hours of content.

John Moore: CBC Radio, Newstalk 1010 and 680 News can each claim to be the #1 news station, thanks to market segmentation.

Kowch: "The morning is the prime time for radio.
"

The panel has emphasized the differences between the three stations' approaches to news. 680 is quick info, NewsTalk is in depth and CBC is more about discussion.

CBC cares about ratings too in spite of the government support, Brown says. She says it let's them know what is working and whether they are reaching people.

Moore says radio stations are now trying to reach young people to develop listening habits. Advertisers also want to reach young people.

For Oliver, breaking news is something that listeners need to know right away.

On choosing stories: Oliver says, "you try to find something that resonates with the most people." She used the example of the Maple Leafs season ending, a topic she doesn't necessarily care for, but a lot of people do.

Moore says, "We live in a region of 8 million people" stretching from Buffalo to Barrie and up. He says of that 8 million that NewsTalk 1010 can reach, maybe 2 million could possibly care about Toronto tax debate. His solution is to cover the human side of City Hall goings-on, something that much more people can get interested in.

Oliver: "We compete with everyone." She says, technology has levelled the playing field and now online, radio and TV all compete on the same grounds.

Brown says that CBC Radio doesn't necessarily worry about what's going on with other media because they target a different audience and give news a different treatment.

Oliver says that sometimes a good journalist can put together a better story without a guest.

Moore says that personalities and journalists can build a brand for themselves these days
, especially with the advent of online news and twitter.

Brown says that Matt Galloway's tweeting and other social media use also helps brand the show itself.