Times are perhaps never better and never worse for audio lovers. On one hand you have GCap laying off up to 100 staff. On the other hand there are more local radio licences being granted [1], while internet listenership has gone up. writes Gary Andrews
He makes the point that radio being an early convert to intercativity with the audience had the headstart over publishing when intercation became the buzzword in media.
But it is squandering the lead
To save on costs, commercial radio companies are increasingly networking shows, destroying one of the aspects that make commercial radio, especially local commercial radio, unique. It’s not the same interacting with a show that’s being produced, often pre-recorded, for a generic nationwide listenership as it is with a live DJ.
In this climate of local and hyperlocal a local service is
It’s the strongest selling point for a local station. Reduce the number of local hours and it becomes just another radio station, with the same competition.
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