New (ways of using) Media

Debriefing “La métamorphose de la Radio: sommes-nous prêts pour le 2.0?”

admin | Wednesday, December 17th, 2008 | cleverwood trends session

On December 3rd, Cleverwood organized a Trends Session to discuss the future of the Radio in general and in the French speaking part of Belgium in more details.
Around the table, Marc Vossen (general manager – Nostalgie), Laurent Finet (new media advisor – RTBF), Jean-Jacques Deleeuw (general manager – Bel RTL) and Yves Baudechon (co-founder – Radionomy) discussed the current challenges and opportunities that digital and interactivity will bring to the FM radio. The discussion was orchestrated by Cédric Godart (Pure FM).

What is specific to the Radio?

Listening to the radio doesn’t require 100% of attention; it can be a complement to another activity (driving, cooking, working, doing sport…).
Radio is maybe not local, but rather glocal and more based on communities. On the internet, communities are not local anymore. They are based on like-mindedness: “I might share more interests with somebody in New-Zealand than with my own neighbor”.

FM Radios are popular because they create an affective link with their listeners. But it is still possible to create such a link on an online platform, if not easier. Radios are brands and they will use all platforms available to increase their image. Radio becomes multimedia … more and more of these online platforms will work with audio, texts, pictures and videos.

Linear radio is part of adults’ daily activities. But what about people between 15 and 25 who are used to youtube, podcasts, ipods and mp3′s instead of FM radios and linear TV? How are we going to mix mass media and on demand content?

Is the Radio already 2.0?

Today, most radios have a website where listeners can find additional information about the programs. Most radios implemented podcasts and streaming in addition to their FM activity. They seem satisfied with the results but could reach a much wider audience on these new channels. We think there should be specific ways to present those podcasts or streams.
When the Radio becomes interactive and 2.0, announcers can reach their consumers who are one click away from buying.
Nevertheless, why do we have to open a web browser and go to a website to listen to an online radio? Where are the software and hardware making it easier to connect to online radios? And where can we find information related to the content/music being broadcasted?

What’s next, then?

Studies show that people intent to increase their consumption of only two media in the coming years: Radio and Internet, this is why we believe there is definitely a market for more radio, different radio.
It is clear that one day (sooner than we might think) it will be as easy to listen to an online radio as it is to listen to an FM radio. Everyone will be connected almost all the time in any situation, and the technologies in place will enable a fluent interactivity to reach the required user experience for a major take-up of online radio.
Blog changed to way we read news.
Youtube revolutionized Television.
Who is going to change the way we listen to music? Deezer/Last FM? Radionomy ? Another actor mixing both approaches?

Tags: radio, trends session

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