Audio consultant Francis Currie opened the session by emphasizing the worrying trend of declining radio interest among Generation Alpha, the post-2010 generation. This decline is notable as radio can significantly fuel a child’s imagination.
Adam Woodgate of Media Insights SVP, stated that despite digital shifts, that the days of children’s remain constant, with 4-5 free hours daily. They seek entertainment, now primarily through smartphones, yet this shift doesn’t render audio content obsolete. Instead, audio can complement their digital habits without adding screen time, offering a non-intrusive form of engagement.
The challenge for radio is its competition with diverse smartphone entertainment options. However, radio has an edge as kids prefer content that mirrors their interests. Thus, investing in youth-oriented audio is less about immediate gains and more about cultivating long-term listeners and building deeper connections with the medium, ensuring its relevance and sustainability.
Alexandra Daskalopoulos, Founder and CEO of Frontstage Entertainment, launched a pioneering children’s radio station, recognizing unmet needs in the market. Alexandra Daskalopoulos explained: “The kids do love radio, but we have to teach them what that is.” Her intuitive decision was validated as the station attracted a dedicated audience and became profitable within its first year.
This success demonstrated that while children are receptive to radio, they need to be familiarized with the medium. Daskalopoulos’s venture highlights the importance of understanding audience needs and the potential of radio to bridge generational gaps, confirming that with the right approach, traditional media can thrive in the digital era.
