The future of radio is digital, but the road there isn’t the same for everyone. In an eye-opening session, CATHINKA RONDAN (Head of Audio, NRK), OLE-BIRGER NEERGÅRD (UX Designer, NRK Radio), and TOBIAS NIELSEN (Senior Vice President Digital, Bauer Media Audio) shared how they’re navigating the transition from traditional to digital radio—each with their unique strategies, challenges, and bold ideas.
TOBIAS NIELSEN kicked things off, highlighting Bauer Media’s approach to reach and engage with audiences. Central to their strategy is Rayo, their one-stop app for music, shows, and radio. It’s not just an app—it’s a complete brand experience, with AI-generated voices and dynamic features to top it all off. And they’re focusing on beyond just the phone, on in-car experiences to secure radio’s place on the road. “Digital distribution with leading partners is crucial for a wide reach,” is what Nielsen highlighted, underscoring how partnerships with industry aggregators are shaping their future.
CATHINKA RONDAN took the stage to explain NRK’s vision. To stay successful, NRK knows it must focus on the digital side of things as well. For them, it’s about three things: publishing, content, and product. Exclusive publishing gives them control and trust, while high-quality, engaging content keeps the audience coming back. “It’s not about just putting radio on an app—it’s about creating a whole new experience,” she shared. Their focus? High-frequency, discoverable content that delivers every single day.
OLE-BIRGER NEERGÅRD added a creative twist, discussing NRK’s innovations like video podcasts and interactive features. From push notifications to polls and even live messaging to the studio, it’s all about connecting with audiences in real-time. “One of our simplest yet most powerful strategies is just reminding listeners on air to follow the show. It works.”
The takeaway? BE where the audience is, and offer experiences worth moving for. As NRK aims to be Norway’s leading radio by 2025, the message is clear: the future of radio is bold, dynamic, and driven by digital innovation!
image © Hedda Axelsson
