Radio is constantly evolving and the needs to keep up with these changes is a concern for all industries, not just radio. However, in a documentary created by RAB Netherlands, the future of radio is discussed and seen through the eyes of audio makers and curators, hosts and directors of radio stations. In addition, the future of radio advertising is also explored. In an era where we can simply keep scrolling or click out of advertising, how do we create content that is both captivating and revenue building? With the ideal combination of both, the listener and the content creator can benefit.
The documentary shows us Club Ondersteboven out of the Netherlands – a radio station for young people which exemplifies the way broadcasters are adapting to the needs of younger audiences. By combining visuals – online and radio, they are creating a full online picture. Club Ondersteboven is more than a radio station – it provides live stream commercial breaks, using Instagram and YouTube as additional content hosts in order to create this “online picture.” This station is revolutionising radio content and is an example of the way broadcasters can evolve with the needs of younger audiences.
Similarly, the documentary explores the challenge of advertising to younger audiences across various online platforms. It is an extremely difficult process for radio stations to captivate young audiences with radio advertising, as they simply click out of it. The documentary speaks to younger people who agree with this sentiment. However, they go on to explore ways in which radio advertising has the capacity to grow and evolve with the needs of the audience, but exploring both the current and future state of radio advertising.
In what is a truly fascinating exploration of the current state of youth-focused radio programming, as well as the future of radio advertising, this documentary is an excellent way to learn more about the industry and where it is heading.
Watch the documentary by RAB here: