The complete talk I held at the Digitalist Future Media Forum 2015 has been recorded and discussed in a special Dinglecast episode, which you can listen to below:
In Finland, according to one research, each household also owns an average of 6 radio sets.
It sounds like a lot, probably too much to be true, but in the last 3 months radio has reached almost 3,5 million people every day. That number is astonishing (Finland has 5 million inhabitants). How’s that possible?
In the UK, 1 out of 9 owns a radio set while 1 out of 4 has an iPad.
[Ben Cooper, host of BBC Radio1, interviewed in Cannes Lions]
In this study, the last -20% coincides with fast Internet and the rise of streaming music services.
The city of Helsinki wants to make pointless the ownership of a car in the next 10 years.
If you owned a car which connects to Spotify or if you didn't own a car at all, would you listen to the radio?
Radio will die unless it goes 3D.
With algorithms from Spotify, Rdio or Apple Music, why would I want someone else to choose the music that’s right for me?
"People expect information to come to them and they expect it personalized and contextualized."
Give them something to talk about with their friends.
Give them something to share or to comment on.
Give them something to learn when they want to get smarter.
Give them something they can listen to on their smartphone.
There you have it. They are all about the users and their friends. It's all about sharable experiences.
I believe if we want the radio business to survive, it has to go 3D:
- Distribute it everywhere
- Diversify content
People spend 2 hours and 51 minutes a day on their mobile. How much of that time is spent listening to the radio?
A streaming version of the radio on the website is NOT easy and not mobile. Make it easy for us to listen to the program.
Going digital means start to collect and analyse data. Most radio station aren’t watching much anything else than “how many listeners”. It has to be more than that. Once you know who the listeners are, where they are, when they listen, then it is easier to create curated content to match listeners' profiles.
Distribute it everywhere
You can distribute radio everywhere. Use the power of digital, use websites, podcasts, audio files, blogs, find what works best for you but do not rely only on radio transmitters. Are radio shows that different from podcasts? If you delete the music, why not publish shows as podcasts?
Many Radio programs aren’t different than TV shows. What do the best tv shows do? Create short videos with the best parts that might get a lot of engagement on social media. Radio could do the same: record the sessions and interviews, stream the whole program for visual lovers in the country.
Netflix, HBO and soon Apple TV are revolutionising the way we watch TV.
For the first time in history, more people are watching streams on demand than normal, broadcasted TV.
And what is the best content on-demand you can have? It’s diversified content. Radio can learn a lot from TV.
We have been taught to listen to Radio X or Radio Y, not to program X and show Y. On TV we don’t care where the program is aired, we just care about watching it. Radio could be the same: every program is like a tv show.
You can have a more differentiated content in your schedule, without thinking too much on a channel level (often attached to a certain music genre), but on a program level. Fun, serious, daily news, gossips, rock, pop, rap: diversify your content and I believe there will be happier listeners because they'll have something new every day.
I know many radio are starting a sort of change, but what I really believe in is that this change is the only way radios have to survive in the near future.
You might not work in the radio business, but what i’ve written about is that everyone needs to learn whats happening around them, see the signs, and adapt fast. Radio is still in time to save itself. How about you and your business? Are you in time?
In the podcast I discuss the talk with Tom Nylund (@tomnylund), an ex radio host. You can listen to the whole keynote speech and the discussion below: