We should stop neglecting the health of radio broadcasting itself. Right now, AI technologies, music streaming and news fatigue are some of the serious threats that distress the live radio ecosystem. So, what is the remedy?
CEO and director of Swedish Radio/Vice president of European broadcasting Union, Cilla Benkö, highlighted the need for shifting the focus from age brackets to the needs of different target groups. In that way, everyone can be satisfied. Investing in future generations and people who could need special assistance in radio, for example, could secure the future of the medium. Alexandra Daskalopolous, CEO of FrontStage, recounted the success story of KIDS RADIO+ and how even parents benefited from it, by using white noise to calm the children.
Laurent Frisch, CDO of Radio France, discussed how new digital features improve radio experience for everyone, especially those that are struggling -physically or mentally- to access media platforms.
“Live radio and podcasts should be interrelated, not distinguished”- Jonny Kanagasooriam, Head of Content of BBC Sounds
Emphasizing on the making of a media platform ecosystem will help broaden the audience bracket. It is crucial to maximise access, by efficient digital planning.
“Be where people are”- Cilla Benkö
AI can’t go out and be present on the ground. By listening to sports and live reporting broadcasts, the listener is teleported to another dimension. This is an irreplaceable charm that technology cannot mimic by itself. Also, by being present, via the power of live radio, the audience can be exposed to different perspectives and get out of digital echo champers and repeated prompts.
We should remember or origin. Aristotle once said: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” Radio people should repeatedly practice to keep up with the new digital reality and don’t give up on live broadcasting.
image © Hedda Axelsson
