“Do you think that radio is dying?” – with this question, Emily Copeland’s talk on finding new radio talent opened.
While Radio is still a present medium, many young people turn away and prefer streaming services and on-demand content. More than 80% of people up to the age of 16 prefer streaming services to radio – largely because the Attention Span of young people is about 8 seconds by now – way too little for radio.
For Emily Copeland that means it’s necessary to revolutionize the way radio presents itself. This is where her experience from working at CADA – Australia’s home of Hip Hop and R&B Music – comes in. CADA works as a multi-platform content supplier and multiplies its content. Their radio show production moved to the TV Studio, to create a two-hour radio broadcast, a (video) podcast and social media content. In just one day of content production, about three hours of content for multiple platforms is created. This multi-platform content enables the station to reach the younger generation much more effectively.
But not only by producing content for young people, but letting them present their own shows can help with reaching young audiences. This is where 98.8 KISS FM’s York Strempel came in to explain his strategy for finding new and young talents.
The Market is fully packed with social media content – and sometimes online content creators can make for amazing radio hosts. Also, some people don’t realize that they’re amazing radio talents – you need to show them.
But Yorks most important message: Tear down the borders for young people. Having to apply to a 3 month internship followed by boring office work only for a year chance of maybe hosting your own radio show can scare off many people.
To address the younger generation, you need to understand how content production has changed over the last few years.
