Page 31 - EngineerIt March 2021

INDUSTRY, TECHNOLOGY AND INNOVATION

A MOMENT OF TRUTH FOR RADIO - The critical steps to

successfully digitally transforming radio

espite the onslaught of music streaming interaction cannot be matched, and it still has Using a native platform gives stations
Dservices, radio can carve out a niche for the trust of audiences, unlike social media the engagement and functionality of social
itself online by nurturing a loyal, engaged and platforms, and has the ability to provide more networks, while still retaining control of
geographically diverse listener base that can nuanced or localised content for audiences. their listener base. All that is required is a
ultimately generate additional revenue - but This is especially vital for community stations solid content and engagement strategy as
stations will have to overcome their fear of with a large diaspora audience. well as promotion.
digital and take the leap in order to avoid With the right support and digital tools, By persuading their listeners to
being left behind. such as locally developed Fabrik, stations can register with the app, stations can collect
From the start, there needs to be start converting their traditional listeners demographic information about their
a change in mindset as to how media into a digital audience, on their mobile listeners, and use these audience insights to
entrepreneurs approach radio transformation. applications. Apart from gaining data on bring advertisers on board.This local market
Many in the industry have underestimated how many digital listeners they have, and already exists, and is being taken advantage
the impact of technology as they have often where they are based, stations can carry out of by international social media companies;
focused simply on shifting some of their registration drives, polls and competitions to having a native platform will help stations to
content online, rather than looking at the learn more about their audiences and their benefit financially from this too.
broader opportunities that are created when preferences - and better serve their needs.
a brand with a captive audience gets its own Closing window of opportunity
digital home. Benefiting from owned communities A challenge however is that successfully
While transformation has been spoken There is a generational challenge to be implementing a social media engagement
about in the local radio industry for overcome. While many senior decision strategy requires a more decentralised and
decades, not much has changed as station makers in the industry understand the democratised approach, to ensure that
management is often not incentivised to intricacies of radio, they are not digital it serves the needs of the community or
implement truly transformative initiatives. natives, and are yet to fully comprehend audience rather than a one-way information
Going digital for radio has traditionally meant the capabilities resulting from merging distribution channel for the radio station.
a website and a presence on social media radio with digital. However, radio transformation needs
platforms - and not building an “owned” Here is where the next generation of to be seen as an opportunity for media
digital community. talent in broadcasting can be a great asset. practitioners to reinvent themselves for
Many of them are already active, and engage a digital future. By not doing so, they risk
A moment of truth with fans on mainstream social media the same pitfalls faced by many in the print
A challenge for broadcasters is that they networks; extending their activity to Fabrik industry - they have avoided going digital
often lack confidence in conventional listener will be key to bringing more fans on board. for so long, that they do not have enough
numbers, have a poor understanding of their They can also do this by blending of a traditional audience left to convert. The
own audiences, and in turn their influence audience participation into their window of opportunity for radio is still open,
and buying power. They are hesitant to hear programming, which makes for great, and stations must take advantage.
the answers to questions such as “will people interactive radio, helps drive further traffic Radio has long been known for its trust
love us when we go digital?” and “are we to their own app, and makes for an ideal way quotient with its community and now they
really the great brand we think we are?” It is a in which smaller stations can build credibility can extend that trust to their own digital
moment of truth for radio stations. and relevance in the market, as well as private social network. In essence, they have
Radio does have the advantage however: generate additional revenue through selling a super power to compete with the global,
its value around human and community advertising space. hyperscale platforms who are bleeding trust
at an increasingly dizzy rate.
They have a clear bridge from the old
world to the new world without losing
themselves in the process, but they have to
take the leap.
Broadcasters cannot remain fearful of
technology. This transformation is easier
than people think, and more often than not,
audiences are ready for it. They have an
identity and a sense of belonging with their
preferred radio station and this will extend to
the station’s digital platforms. n

For more information visit
https://www.fabrik.cloud/.

EngineerIT | March 2021 | 29