“Localisation became our superpower,” said Tamara Orbán-Mikus, Programme and Music Director at Slager FM as together with James Neish, CEO of the Gibraltar Broadcasting Corporation, Thomas Sarri, Head of Sami Radio in Sweden, and Martin Liss, Managing Partner at Podcast360, she discussed the power that local radio stations have and how they can stand out.
Relevance: That’s the biggest challenge for local radio stations. Tamara explained that the way to overcome this challenge is to always ensure that the shows produced are authentic and adapt to the local audience’s interests. Additionally, engagement across different digital platforms is crucial. “Radio is still the king, but the platforms are the queen,” she stated.
James Neish described how GBC engages with its audience as a local radio station, saying that “our content is only for the people of Gibraltar, and it probably wouldn’t be relevant in any other country, and that’s fine.” GBC’s ratings and audience numbers have significantly increased since the station focused on localization. He highlighted that the goal of local radio stations is to produce unique content for local people, thereby creating a community.
When it comes to local radio stations that are all about community, Sami Radio in Sweden is one of the best examples. The Sami people live in regions of Sweden, Norway, Finland, and the Kola Peninsula, speaking nine different languages. Sami Radio unites this community on air and promotes its culture, languages, and background. The 15 people who work at Sami Radio ensure that “Sami traditions are being renewed” and create dual content, both for Sami people and for those who are unfamiliar with this minority. “The lack of education creates prejudices,” Thomas Sarri remarked.
As Tamara Orban-Mikus concluded her speech, local radio stations “are not just broadcasters; they are community leaders.”
