How to stay relevant and true in a fragmented audio world

The audio landscape has transformed dramatically. What was once a limited ecosystem of a few trusted broadcasters is now an endless stream of podcasts, social media clips, and AI-generated content. In this environment public broadcasters face a pressing question: how do you remain relevant, trusted, and impactful?

Drawing on insights from Mohit Bakaya, Controller of BBC Radio 4 and Director of BBC Speech Audio, the answer lies in not abandoning tradition, but in reinforcing core values while adapting delivery.

What we should do?

In today’s media environment, trust is fragile. The rise of misinformation and what some call “defactualization” (the blurring of truth and falsehood) poses a real threat to public discourse and to what thinker Jürgen Habermas called “Public sphere”.

Public broadcasters play a critical role here. Their mission is not just to inform, but to defend this public sphere, which is now under attack from tech, AI, politicians and many other forces. Media outlets should create content grounded in truth, free from agenda, and capable of bringing people together.

At the same time, audience behavior has shifted. Younger listeners expect on-demand, personalized experiences, while older audiences are more digitally capable than often assumed. The challenge is no longer just accessibility, but also relevance.

How we should do it?

Embrace multi-platform distribution

Audiences no longer consume content in one place. Platforms like dedicated apps, podcasts, and social media are essential. The key is to:

• Let users curate their own listening journeys 
• Use digital platforms to extend the reach of traditional content 
• Meet audiences where they already are.

Blend traditional and digital formats

Innovation doesn’t mean replacement. Linear programming and on-demand content can coexist and strengthen each other. For BBC 4 the key shift has been integrating podcasts into the traditional schedule as a way to attract new audiences. This approach allows for a balanced mix where established public service programming continues to thrive alongside new formats, ensuring both relevance and continuity in a changing media landscape. You can:

• Use podcasts to attract new audiences to legacy formats 
• Repurpose standout moments for social media to drive discovery

Focus on audience-first thinking
Test barriers! Older audiences are often more adaptable than expected. The biggest opportunity lies in engaging younger listeners through relevant formats and channels.

Prioritize wisely
What you should consider:

• What content delivers the most impact 
• Where digital growth is strongest 
• Which formats align with long-term strategy

Technology will continue to evolve, but the fundamentals remain the same. Organizations that succeed will be those that hold firm on purpose while staying flexible in execution. It also means combining timeless editorial values with modern distribution strategies to reach audiences wherever they are.