A classic session at Radiodays Europe for years, we’re proud to present – you’ve guessed it – three cases from three different European countries which have been carefully curated for maximum learnings and practical take-aways.
Case 1: Finland’s Political Drama Through Audio Fiction
Pekka Ruorhana of YLE, a radio theatre veteran, explored the future of audio drama by tackling political issues through podcasts. He crafted a fictionalized narrative around former Prime Minister Sanna Marin, depicting her leadership during critical times. By blending researched facts with fictional scenes and music, Ruorhana created an intimate listening experience, as if Marin were whispering directly to the audience. This unique approach gave listeners a new perspective on political events, demonstrating the power of audio drama to engage with complex topics.
Case 2: Empowering Gen Z Voices in Greece
Betty Tsakarestou, Panagiotis Menegos, and Martin Liss of podcast360 focused on empowering Gen Z communications students in Athens. Their initiative aimed to bridge the gap between academic learning and real-world production by giving students ownership and leadership in podcast creation. They addressed relevant topics like climate change and media resilience, using tech prep, storytelling, and visual identity to foster discussion. By recognizing Gen Z as “the media, period,” they facilitated the creation of socially aware and connected content, allowing young people to express their values and priorities.
Case 3: Denmark’s Fictional Town Becomes a Real Brand
Mai Kunstmann of r8Dio showcased the success of a fictional Danish town, Skuldborg, created by actors Brian Lykke and Kasper Niesen during lockdown. What began as a fictional podcast world expanded into a real-life commercial radio station with over 660 shows. They monetized their fictional world by creating a guidebook, a brewery with real beer sold in supermarkets, and even a fictional football team that replaced a real one. By blurring the lines between fiction and reality, they built a successful brand, demonstrating that creative storytelling and strategic marketing can turn imagination into tangible products.
image © Hedda Axelsson
