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From his Alpine village origins to leading Switzerland’s commercial radio market, Nicola Bomio has spent more than 20 years shaping the industry. His career began at Radio 24, where he worked across every aspect of radio — from morning show production to music direction and editorial leadership. After contributing to the digital transition at SRF, Switzerland’s public broadcaster serving the country’s German-speakers, he returned to Radio 24 as program director before joining CH Media. Now the head of the Radio Division, overseeing 12 stations, and president of the Swiss Private Radio Association, he’s experiencing Switzerland’s ongoing shift from FM to DAB+ digital radio at the forefront and brings unique insights from both commercial and public broadcasting.
RedTech: What key lessons from your journey have most shaped your leadership at CH Media?
Nicola Bomio: Leading music and programming at Radio 24 and managing projects at SRF taught me the importance of a clear vision and adaptability. Every station has its DNA; success lies in understanding it while staying relevant. These experiences helped me foster strong team dynamics, make data-informed decisions, and manage change — skills that are crucial at CH Media, especially during transformation phases.
RedTech: What were the biggest challenges facing CH Media’s Radio Division after the 2018 merger and how did you overcome them?
Bomio: Consolidating 12 stations was a major cultural and operational challenge. Each had its own identity and workflows. The key was transparent communication, mutual respect and a clear strategic roadmap. We established shared values and unified processes while preserving local character. This balance helped build trust and ensured a smoother consolidation.
RedTech: What surprises or challenges emerged during the FM-to-DAB+ transition, and how do the results compare to expectations?
Bomio: In Switzerland, the complete FM switch-off is planned for the end of 2026. Preparations have been underway for 10 years. During this transition phase, it was a major surprise how quickly listeners adapted, especially in urban areas. Technically, the infrastructure rollout went smoothly, but educating the public required more effort than expected. Overall, early results exceeded expectations in terms of reach and engagement. It confirmed that, with the right communication, even big changes can be accepted by the public.
RedTech: Has audience reach and revenue improved for radio in the post-FM landscape?
Bomio: Since only public broadcasters in Switzerland had fully switched off FM by the end of last year, it’s still early to quantify the complete impact. However, private stations currently benefit from around 10% more reach due to reduced FM competition from public broadcasters. This gain has the potential to boost advertising revenues, but we’ll only get a clear picture after the full transition is complete and we can conduct further analysis.
RedTech: How has CH Media adapted its sales approach in the transition to DAB+ and IP platforms?
Bomio: In streaming, we’re shifting from broad, reach-based sales strategies used with FM and DAB+ to more targeted, data-driven offerings. IP distribution allows us to achieve better audience segmentation and deliver more precise ad placements. We’re investing in programmatic advertising tools and dynamic ad insertion technology. That said, revenue from traditional FM and DAB+ reach remains a key business driver for the time being.
RedTech: How do you maintain CH Media’s traditional strengths while competing with global streaming services?
Bomio: We focus on radio’s unique strengths: Local relevance, trusted voices and emotional connection with audiences. At the same time, we’re investing heavily in digital tools, personalized listening experiences and data-driven programming. Our strategy blends tradition with innovation — preserving radio’s essential character while making it accessible across modern platforms and devices.
Our strategy blends tradition with innovation — preserving radio’s essential character while making it accessible across modern platforms and devices.
Nicola Bomio
RedTech: Which tech and AI investments are you prioritizing in the next 12–18 months?
Bomio: We’re focused on enhancing our digital products — including apps, websites and in-car systems. The listener experience is our top priority: The intuitive usability and simplicity that are hallmarks of traditional radio must translate seamlessly to our digital offerings.
In terms of AI, we’re prioritizing tools that support content creation, streamline our workflows and improve how we use data — all while maintaining the quality and relevance our audiences expect.
RedTech: How have recruitment strategies and content methods changed to reach younger audiences?
Bomio: We launched the CH Media Academy to develop young talent in-house. This approach allows us to shape content production methodologies during the training process. For example, we teach mobile journalism techniques to prepare our teams for platforms like TikTok. This hands-on, forward-thinking approach helps us stay relevant and ensures our content formats resonate with younger audiences.
RedTech: Where do you see the greatest opportunities for Swiss private radio in the next 3–5 years?
Bomio: The biggest opportunities lie in hyper-local content, niche programming and user-friendly digital services. As radio continues to evolve, Swiss stations can lead the way by combining compelling local storytelling with smart, multiplatform distribution strategies. Radio will remain a powerful, easy-to-consume medium that offers strong regional value for both audiences and advertisers.
RedTech: How do you balance investment between owned platforms and third-party platforms like YouTube or TikTok?
Bomio: We aim for a healthy balance: Owned platforms offer us control and valuable data insights, while third-party platforms help us increase reach and engagement. We focus on strengthening our own digital ecosystems — such as our apps and smart device integrations — while also creating tailored content for Instagram, TikTok and other platforms where our audiences are already active.
RedTech: What’s the key lesson from Switzerland’s FM-to-DAB+ transition for other countries considering similar transitions?
Bomio: The key lesson is that success depends on proactive communication and long-term planning with all stakeholders. Transparency builds trust with listeners, advertisers and industry partners.
And never underestimate the emotional bond people have with radio — preserving that connection during technological change is essential. Technology evolves, but trust and relevance remain the foundation of successful broadcasting.
This story originally appeared in the July/August 2025 edition of RedTech Magazine.
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