(Flickr/evilpeacock)
Spanish broadcaster RTVE is to launch a childrens app-based radio service in a bid to connect with a significant group of potential listeners often overlooked by the medium of radio.
Clan Radio, which is set to go live by the end of the year, will be available via IP radio only, and there are no plans to broadcast on FM or DAB+.
RTVE's Multimedia Content Director Ignacio Gomez presented the Clan Radio project to an audience of academics and public service media professionals at the EBU's first Knowledge Exchange, in Barcelona Monday (30 September).
He said cost limitations and the fact that kids generally listen online were decisive factors behind the Internet-only delivery strategy.
Gomez said the look and feel of Clan Radio will echo RTVE's Clan TV, which has been airing content for Spain's children and teenagers since its launch in 2005. The channel broadcasts round the clock, including a notable portion of programming in English.
There has been a good sustainable offer for children on television and online for some time now, but what about radio? We have seven million under 14s in Spain, which is a market worth targeting, said Gomez.
He added that features such as curated playlists would expose young listeners, who are typically quite narrow in their tastes, to new music and a variety of content that they would otherwise miss.
These young people are the adult audience of tomorrow, and it will be easier to engage with them as adults when they have had a relationship with RTVE since childhood, he said.
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