RedTech Online Content Series challenges conventions

Episode 2 of the RedTech Global Online Content Series discussion took place on Wednesday, April 3. It is part of a series of discussions that emerged from close consultation with program and content managers worldwide about what they feel challenged about and where they need more information.

This session’s focus was audience engagement and growth. Again, Omar Essack, RedTech’s head of strategy, introduced the topic, emphasizing its strategic importance for audio broadcasting decision-makers, before handing it over to Gary Krantz, CEO of Krantz Media Group, the moderator. On his panel were Carolyn Gilbert, founder and president of U.S. media research and marketing company NuVoodoo, Tapas Sen, former chief programming officer for India radio group Mirchi, now chief content officer for Zurich-based Platonix, and Ross Winters, director of programming at Canada’s Pattison Media.

The session kicked off with the big question: How to connect with the key 18-34 audience for whom radio is no longer the audio broadcast entertainment of choice. Winters suggested a controversial path that’s showing promise: throwing out last decade’s programming rule book. Sen concurred, encouraging questioning of the concept of ‘radio,’ even going as far as saying that we should stop trying to help radio survive. Gilbert weighed in, saying that, especially in the U.S., the business of radio is about chasing ratings and cutting costs, not creating compelling content and integrating it into audiences’ lives.

That set the scene for a lively debate that challenged several conventions around audio broadcasting, including audio measurement and marketing, the nature of content on radio apps, what constitutes streaming content, and why a radio talent’s voice no longer matters.

Be prepared to rethink audience engagement and growth.

You can watch this discussion here.