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the media radio annual digital

4 Radio Annual WHAT’S WORKING for RADIO RIGHT NOW? Head of Programming at POWER FM, Lance Rothschild, examines the trends in the radio programming space and how stations can keep listeners plugged in to this resilient and popular medium. The media market is constantly evolving and whilst radio’s demise has been predicted over several decades, it remains one of the best performing constants within the media mix. Bob Pittman, Chairman and CEO of Clear Channel, the predominant radioowning organisation in the USA says: "The radio industry has never been bigger or better. With the TV business turning into delayed viewing, cord-cutting and binge viewing, radio is the last mass-reach, real-time medium. We've never been more important to the consumer or the advertiser.” Radio has survived many attacks and has proven its resilience. The key reason for radio’s continued survival is that it maintains context for the listener, keeping the listener plugged in to what is going on. Quality content Fundamentally the business model of radio is quite simple. The continuous sequence that sustains all commercial radio stations starts with the making of a great product; progresses through the attraction and retention of an audience and concludes with advertising sales. There’s a very simple logic to this sequence: listeners have a multitude of options and therefore won’t invest their time listening to a station that doesn’t appeal to them. If the product is substandard, it’s not going to attract and retain a viable audience and consequently, it will fail to generate sustainable revenue through sales. “The commercial radio industry is pretty strong – even on a global basis – despite all sorts of predictions of its demise in the face of digital disruption,” says Nick Grubb, Chief Executive, Kagiso Media Radio. “Good radio stations are holding their own against other media choices – it’s the marginal stations that are falling off listener repertoires and media schedules. A well programmed station is built off strong audience research and strong, proven, principles in applying music rotations and the right mix of talent and content,” he adds. Neil Johnson, Programming Manager at Kaya FM agrees. “We think of Kaya as a platform and not as a delivery method. We’re more than just our words, we’re a product and storytelling Natano Brache


the media radio annual digital
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