theibcdaily Saturday 14.09.13 103 Welcome to the Social Studio
To tempt a young audience to radio it’s imperative to address delivery and content, says Kirsten Smith, business development manager, Broadcast Bionics
“Mummy why do we have to listen to the radio, it’s so dull and there’s nothing on it? Can we listen to Spotify through my iPod instead, please?” The words of my 9-year-old
son at breakfast time recently. The answer to that question isn’t so relevant but the implication of the statement is worth more than a passing consideration as we enter into another IBC. Endless halls of the latest
technology, so much expertise on hand to tap into, yet what comes out of my vintage Roberts on the kitchen shelf doesn’t grab the attention of, engage or command the loyalty of a young audience. Despite so many technological breakthroughs, not much has changed since that Roberts crackled to life mid Beatles track all those years ago. To even tempt a young,
tech-savvy audience to radio,
it’s imperative to address delivery and content. First recognise that today’s young audience is mobile. Have radio stations harnessed the raft of technology in smart phones, iPods and such devices to enhance their offering and add value to listeners who choose smart delivery? Answers to stand 8.D71 please. Not offering more will have
no effect on the Roberts- listening old dinosaurs making up your ever-aging audience (#proud? LOL!) but it will affect those vital youngsters – your future audience. Second, ask yourself if the
programming labelled by my son as “dull” (one of many networked music stations in the UK with endless rotations of Bublé and Murs) really appeals to young audience? Unlikely but here’s the thing, they’re not listening anyway! They’ll be Tweeting, Facebook-
ing, or texting. If you’re involved in TV and
still reading, you’re feeling smug? Don’t. Recent statistics published by Ofcom show that 53% of all your viewers are ‘multi tasking with other media’ i.e not watching! So if you’re responsible for
producing radio or TV, do you care that your audiences aren’t engaged? Since Broadcast Bionics launched OASIS at IBC2012, you’re telling us that you want to be connected with your listeners and if possible, attract new ones. You know it takes more than playing the latest One Direction track at the top of each rotation. By becoming part of your audience’s social network, you will engage them. They’re part of your show,
contributing content that matters to them, and you’re responding by tweeting back, reading out their Facebook
Kirsten Smith: ‘If you’re involved in TV and still reading, you’re feeling smug? Don’t!’
posts and even posting your own tweets and photos back. No longer are you sitting in your studio churning out content in the hope you’ll have some under thirties listening. You’ll know because you’re
connected. How? Not through convoluted means but through a neat software interface that sits in your studio and pulls all your communications together
in one place. PhoneBOX with OASIS. We’re justly proud of it, and
our users can’t imagine producing a show without it. Come along to our stand, find out more about OASIS and our range of other nifty products. If that’s not enticing enough, we’ve got big bowls of jelly babies! Welcome to the social studio! 8.D71
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132