--
Radio: Tuning in to the Digital Era
February 17, 2021
Top five tips for radio producers to adapt to a digital, multi-platform audience.The way in which we consume media is constantly changing. Terrestrial Radio and TV were once the go-to medium for entertainment, news and community engagement, but with content on demand and on the go, across multiple devices, consumers are constantly bombarded with a huge choice of content. Radio stations and producers are having to adapt to survive - stand out from the crowd, produce captivating content and utilise cloud-based tools and social media platforms to create more touchpoints and extend reach to a wider audience.
James Ross, our Business Development Exec, has experience hosting and producing community radio, with a background in social media and digital marketing. He looks at how the core triad - radio, digital and social - can complement each other to make radio a force to be reckoned with:
60% of radio is digital, and with FM broadcast already set for a funeral date, digital is set to rise. Let's look at how to evolve your radio output into the digital age by combining platforms and continuing to spotlight your audience.
Network 10 talked about what Australians love - Australia!
One: Own your spaceIt goes without saying, but make sure you know who your audience is. Put yourself in their shoes and meet them in their space. Radio isn't going anywhere, so find your niche that evokes the interests of your audience and use that as your brand across all platforms. Once you and your audience are in-tune, utilise tools and social platforms to maximise engagement through a range of interactive campaigns. Build an omnichannel interactive brand with the audience, and expand beyond the single output of your radio station.
If your audience doesn't align to your original target, don't drastically change to fulfil it, it will make your established audience tune out and you'll struggle to grow your audience. Know your audience and cater to them, don't try and appeal to everyone.
Two: Be unique and boldWhen you read a book, you visualise everything about it, and it's the same with audio, so if your visual branding and presence isn't strong enough, you can't tell the audience who you are. Don't run the risk of leaving it up to the audience's imagination, instead build a strong, unique and accurate brand which reflects your sound and content. Ensure you keep all platforms up to date regularly.
It's important to be authentic. The station and sound will develop naturally, you can evolve the rest of the brand from there. Stand out from the crowd. Right now, you could enter fifteen radio competitions within the next half an hour, with a chance to win £20,000. Why not give people a reason to create a conversation and talk about your content. Trial something different to get people talking - feature a special guest, host a new game, create a debate. This will drive engagement and improve the ethos of inclusive radio.
Bee-On powered bold graphics and social content for A-leagues Sydney FCs pre-match show
The Peston Show was streamed live on Twitter and broadcast on ITV 1
Three: Create multiple touchpointsThe audience is no longer sat around the wireless ready for the programme. Be everywhere, utilise every suitable space, and make each platform your own it's vital to be found easily. You might be loud on FM, but you can certainly be louder across multiple platforms.
Ensure your brand and your content is available on your website, Twitter, Facebook, Instagram, WhatsApp, the list goes on. Don't just stick to SMS (1992) and email (1971). Welcome interaction with open arms to create more touchpoints and be accessible.
Four: Establish a communityIt might feel like you're playing to an arena with thousands, but the success of radio relies on your inclusivity. Each listener wants to feel part of an exclusive circle friends sat around the campfire. Everyone around a campfire has a voice, their own airtime. If you can replicate this as a station, then success is on the cards. The audience will love leading the direction and influencing the narrative as it's guaranteed to appeal to them. This pull will encourage them to listen on, listen again and engage.
There are various ways to build on this inclusive feel. Create calls to action within your shows and ask the audience to get involved with polls and competitions, and share experiences via videos, images, and comments on your social platforms. Responding to, and sharing incoming audience generated content can make the audience feel really valued. This will trigger organic engagement and create conversation with your audience's community - extending the reach of your brand.
SBS created a party for Eurovision with viewers sharing their experience
ITVs Martin Lewis Show used audience opinion to guide the narrative with hot topics and publish content directly into the show
Five: Be RelevantStay in your lane. Whether you're a music-based station or chat show, don't fill social media with irrelevant content just to populate your platform your audience will switch off. The more relevant and focused you are, the more value is attributed to your brand. Your online presence is a visual showcase of your audio feed, fill it with questions, opinions, and share exclusive content just as you would do on your show.
It's key to stay up to date. News and trends are only relevant for a short time so keep an eye on those hot topics. React and engage with trends in a timely manner, play it right and you'll ride the wave to boost engagement with your content. Add your own unique perspective on the hot story of the day and give your listeners a reason to stay tuned.
If you'd like to talk to James and the team to discu
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
28/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/01/2026
28 01 2026 - Media release Screen Australia refreshes Market & Audience approach...
28/01/2026
Boston Conservatory Orchestra Premieres a New Piano Concerto by Peter and Leonar...
27/01/2026
Click for Japanese version
Tokyo, Japan - January 27, 2026 - Akamai Technolo...
27/01/2026
L-R: Jonathan Cuchacovich, Sonia Kennebeck, Alan Fischer, Daeil Kim, Andrew Sta...
27/01/2026
Today, Spotify is proud to support our partner Backline, an industry-leading men...
27/01/2026
With nearly 29 million monthly listeners and clear momentum on Spotify, Net n Ve...
27/01/2026
January 14, 2026
We are proud to share that 25 Ontario, First Gulf's commercial project located just two minutes from our head office, has been recognized ...
27/01/2026
January 22, 2026
First Gulf is excited to share that a full-building lease has been secured at 625 Bronte Rd in Oakville, part of Bronte Station Business Park,...
27/01/2026
January 23, 2026
First Gulf continues to demonstrate its commitment to high-performance, sustainable real estate with 351 King Street East achieving BOMA BEST ...
27/01/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
27/01/2026
Nielsen will continue to drive growth and provide local audience measurement
in...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Amagi Media Labs Limited, the only cloud-native SaaS provider offering end-to-end solutions across live production, content preparation, distribution, and monet...
27/01/2026
Miri Technologies Inc. today unveiled its V410 live 4K video encoder/decoder for streaming, IP-based production workflows and AV-over-IP distribution. Designed ...
27/01/2026
The Paul E. Tsongas Center at UMass Lowell in Massachusetts has chosen Ikegami cameras for incorporation into its broadcast-quality television production facili...
27/01/2026
SipRadius, specialists in secure, low latency media transport, will show the pro AV community its end-to-end solution for high quality content distribution and ...
27/01/2026
Hiltron will highlight the fruits of its 45-plus years of experience in satellite communications system integration and product development at the annual GovSat...
27/01/2026
Klvr will demonstrate how its Charger Pro solution is delivering cost reduction and performance benefits for live entertainment and pro AV markets at ISE 2026 (...
27/01/2026
Amino, a global media technology leader in enterprise video and digital signage, today announced that its Integrated Systems Europe (ISE) 2026 booth (4N700) wil...
27/01/2026
ANI, India's leading news agency and a major content provider across the Asia Pacific region, today announced a significant expansion of its long standing p...
27/01/2026
Independent analysis confirms faster encoding, lower CPU usage, and improved perceptual quality compared to CBR and CRF
VisualOn, a leader in multimedia playba...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
New agreement for uninterrupted UHF connectivity for Australian Defence Force through 2033, With Options Extending to 2041
Luxembourg, January 13, 2026 - Satel...
27/01/2026
Tuesday 27 January 2026
SNL UK creative team expands as Pauli Lovejoy, Annie Ha...
27/01/2026
Back to All News
When It Feels Real, Is It Still a Lie? The Art of Sarah' ...
27/01/2026
Back to All News
That Night premiering on Netflix March 13
Entertainment
27 January 2026
GlobalSpain
Link copied to clipboard
DOWNLOAD THE KEY ART
DOWNLO...
27/01/2026
Back to All News
Netflix Revealed the Future of Mexican Stories Coming in 2026
Entertainment
27 January 2026
GlobalMexico
Link copied to clipboard
Among t...
27/01/2026
Back to All News
Four New Japan Titles Announced for 2026: Viral Hit', On...
27/01/2026
Back to All News
What's Next on Netflix from Japan: Expanding the Possibili...
27/01/2026
AI, graphics and virtual software power new production capabilities...
27/01/2026
RT Supporting the Arts is delighted to support a dynamic programme of cultural events taking place across Ireland this February. From visual art, film, music, ...
26/01/2026
Music videos play a huge part in how fans connect with their favorite songs, but...
26/01/2026
NAIDOC launches 2026 theme 50 Years of Deadly , marks major milestone
25 January, 2026
Media releases
The National NAIDOC Committee has today unveiled its...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
-- 
