Commercial radio reaches 12.4 million weekly listeners in Australia
At the Paris Radio Show, former South African national breakfast show host and now United Kingdom-based media consultant Mark Gillman delivered a blunt assessment of the global radio industry. He argued that risk-averse decision-making and commercial pressures are suffocating creativity, leaving radio vulnerable to digital competitors. RedTech spoke with Gillman about the challenges facing radio and what needs to change.
RedTech: You’ve said that risk-aversion is a global issue in radio. What do you mean?
Mark Gillman: It’s simple — radio has become afraid to take risks. This isn’t just a problem in France; it’s happening everywhere. The obsession with audience measurement has created an industry where stations hesitate to innovate for fear of financial instability. Everything starts to sound the same. Walk into any shopping center, and most stores blend together. The same thing has happened with radio stations.
RedTech: How has commercial pressure contributed to this?
Gillman: Money is essential, but creativity gets sidelined when everything revolves around the bottom line. I reject the idea that there’s only one way to make great radio. This is an art form — a living, breathing one. But instead of fostering originality, stations have become factories, churning out predictable content designed to avoid risk rather than capture attention.
RedTech: You’ve been critical of how the industry treats its creative talent. What’s the biggest failure?
RedTech: We hire creative people and then strip them of creativity. We don’t replace them with AI — we replace them with bland, sanitized content that erases individuality. It’s baffling.
Live radio should be the most dynamic space for content, yet the industry underfunds it. Meanwhile, podcasting thrives because it embraces bold storytelling. The irony is that stations invest in prerecorded, highly produced content but hesitate to put the same resources into live programming. That’s absurd.
RedTech: Is the fear of losing control part of the problem?
Gillman: Absolutely. A live show is unpredictable. It can’t be micromanaged, and that scares executives. But that unpredictability is exactly why audiences love it. Radio has forgotten that its greatest strength is its ability to react in realtime.
Industry reports are filled with vague promises — “We’re integrating AI,” “We’re investing in talent.” Where? How? It’s all corporate jargon.
RedTech: You’ve said stations rely too much on audience data. What’s the downside?
Gillman: Radio is obsessed with turning everything into spreadsheets. But you can’t measure creativity in an Excel file. Engagement isn’t just about numbers — it’s about impact.
Podcasting has shown that audiences respond to authenticity. Live radio could have that same immediacy, that same connection, but it needs to stop running from what makes it unique.
RedTech: Are there any stations breaking the mold?
Gillman: Yes, and they give me hope. There’s a station in Paris [FIP] that reinvents its schedule daily. Imagine saying, “Tomorrow won’t sound like today.” That’s radical. That’s exciting. But most program directors would panic at the idea.
The fear of the unknown keeps stations stuck in outdated strategies. But our job isn’t to play it safe. We’re not doctors saving lives — we’re in entertainment. Our job is to bring energy, surprise and connection.
RedTech: You’ve also criticized how radio handles advertising. What needs to change?
Gillman: Advertisers come to radio for a reason: people. They want connection, yet we take their money and ignore the creative potential. Take a brand like Coca-Cola. They don’t just want to air a standard ad — they want to be part of the experience.
But how often do stations ask, “What can you offer our audience?” That mindset shift is crucial.
Radio also lets podcasts steal the lead in host-read ads, which are effective because they feel personal. Why did radio abandon that approach? It was a missed opportunity.
The fear of the unknown keeps stations stuck in outdated strategies. But our job isn’t to play it safe. We’re not doctors saving lives — we’re in entertainment. Our job is to bring energy, surprise and connection.
RedTech: What’s your call to action for the industry?
Gillman: Less talk, more action. Industry reports are filled with vague promises — “We’re integrating AI,” “We’re investing in talent.” Where? How? It’s all corporate jargon.
We need real examples: stations taking risks, giving talent creative freedom, and reinventing formats. Talking about change isn’t enough — we have to make it happen.
RedTech: Is radio at a crossroads?
Gillman: Radio still has the power to bring people together. When France plays in a World Cup final, the whole country holds its breath. That’s the magic of live radio. That’s what we should be focused on.
With all the tools at our disposal, there’s no excuse for inaction. We need to take pride in what makes radio unique. The audience is still there — we need to give them a reason to stay.
As the Paris Radio Show wrapped up, Gillman’s words left a challenge for the industry: Will radio reclaim its creative edge, or will it keep playing it safe while others redefine the future of audio?
