Give the audience what they want
radio network and added that radio had all the characteristics the mobile consumer needs and that it will continue to evolve.
Yuko Asano of NHK, Japan, gave brilliant, practical examples of how the audience can be involved through popularity voting. She explained how young people who are connected to a radio web site usually only to express their opinion in a popular competition, later became new listeners. The presentation contained entertaining clips from the actual competition.
Ms Ma Li – SAPPRFT China T Mr Fayyaz Sheheryar – DG of AIR India
wo workshops focusing on the need to adapt radio programming in a fast changing
media environment were held at the 11th RadioAsia Conference. Guests from across the Asia-Pacific participated enthusiastically in the interactive sessions.
Ben Williams from Beyond Broadcasting, UK, re-examined the role of the interview as an integral part of talk radio. He spoke about the basic principles of conducting an interview that really meets the expectations of the audience.
Mr Rhys Holleran – Media CEO, Australia
The theme of the second workshop was how broadcasters can utilise the power of social media to their advantage by connecting more closely to the audience. The facilitator, Steve Ahern, of Ahern Media and Training said that for the first time radio programs are made not only for the audience but also with them. Steve Ahern also moderated the session ‘Radio on the Move’ on the second day of the conference. The discussion focused on how content is leveraged to engage the audiences who use mobile platforms and devices to consume radio.
The speakers stressed the necessity of keeping radio relevant to the future through adapting content. Rhys Holleran, Media CEO from Australia spoke about the lessons from a growing
The next session focused on public service radio as a major tool for the development process and social change in many parts of the world. This was also the leitmotif in the speakers who focused on the role of public radio in education, health, environment and communal development. Tian Yuhong, Vice - President of China Radio International said that these are the best of times and the worst of times for public radio, precisely because of the challenges it is facing in the digital era. He added that while the audiences enjoy a rising number of quality options, public broadcasters are facing more and more competition.
An interesting example of an untraditional approach of using radio to promote culture was given by the Director of Radio Romania, Ovidiu Miculescu. He spoke in detail about the Gaudeamus Book Fair, an initiative of the Romanian radio that has not only encouraged young people to read but also has attracted new radio listeners for a long time. Mr Miculescu added that culture, education and public radio do not necessarily mean financial loss.
Fayyaz Sheheryar, Director-General of All India Radio made a detailed analysis of the differences between public and commercial radio. He also spoke about the history of public radio in India.
The last session of the RadioAsia Conference focused on case studies and practical examples of new strategies needed for content creation, marketing and advertising revenue from radio. The speakers engaged the participants with methods employed by smaller commercial stations and national level broadcasters to stay ahead of the competition.
ABU News 15
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