The role of news consumption has evolved, yet, as Stefan Möller, President of the Association of European Radios, has noted, it remains a trusted medium. Radio, competing with various other audio content, must ensure high-quality output.
Carsten Hoyer, CEO of Antenne Niedersachsen, highlighted the challenges faced by private radio stations, which are caught between maintaining high standards and financial constraints. Despite these challenges, local radio stations maintain a sense of community, with Hoyer emphasizing, “We are the storyteller of the neighborhood.” Through podcasting, he aims to attract younger audiences and leverage the capabilities of AI and targeted advertising.
Vanessa Bitter, Project Coordinator for the “Year of the News” by dpa, discussed the ‘UseTheNews’ project, aimed at understanding young people’s news consumption and re-engaging them with trustworthy sources, based on scientific research. To appeal to younger audiences, they are creating social media content, demonstrating the importance of journalism for democracy and society. Additionally, they created other project like collaborating with schools to focus on media education. To reach the young audience to “draw connections to the daily life of young people.”
Christian Schalt, CDO of RTL Radio Deutschland GmbH, discussed how to successfully integrate news into radio programs. Research indicates that a significant majority values news, which must be relevant, significant, and engaging. On private radio, there is a strong preference for local news; the more relevant they are, the greater their impact. Furthermore, integrating radio news with social media platforms can enhance the attractiveness of both mediums. Inversely, radio news can also draw listeners to social media channels, demonstrating a symbiotic relationship between different platforms.
