Radio Leaders Insights into 2024.
In the latest episode of RadioTalks podcast, we were joined by four leaders from the Independent Radio Sector in Ireland: Gabrielle Cummins, CEO and Programme Director at Beat 102 103, Brian McCarthy, National Sales Director at Urban Media, John Purcell, CEO at KCLR 96FM, and Fiona Stack, General Manager at Radio Kerry. In this episode guests shared their perspectives on the radio landscape in 2023 and gave their predictions for 2024. Here are the key takeaways:
Renewed Appreciation Post-COVID
According to John, the impact of COVID brought about a renewed appreciation for radio’s power and trust among audiences. He said, “Particularly since COVID there's a renewed appreciation of the power, strength and the trust in which radio is held by our audiences.” Fiona echoed this sentiment, acknowledging radio’s accessibility and foreseeing challenges in revenue generation within the digital landscape. She said, “It’s been a positive year for us. Radio has proved its worth. We’re easily accessible. The challenges will continue to be the fight for revenue, particularly in a digital world.”
Milestone and Positive Momentum
Gabrielle shared the positive momentum experienced at Beat 102 103, celebrating 20 years on air. From a broader perspective, she highlighted the positive energy generated by the Radio Days Ireland 2023 conference, underscoring the industry’s resilience. She said, “From a Beat perspective, we celebrated 20 years on air. It was a positive year. From the sector point of view, we kicked off the year with the Radio Days Ireland conference. At previous conferences, there might have been a bit of kicking ourselves. In this instance, everyone came away from that event with a renewed sense of vigor, positivity and appreciation of our sector as it did really prove its worth through COVID.”
Radio Evolution and Digital Realm
Brian delved into the changing landscape of radio, emphasising its growth in digital audio and the importance of measurable content. He said, “I think radio is changing, look at where radio has grown. It’s been in areas like digital audio. Why is digital so strong? Because it’s measurable.” Gabrielle pointed out ongoing efforts in podcast creation. She said, “So many stations have tried to enter the digital audio space. We are all trying to do more podcasts." Gabrielle also highlighted the impactful efforts of Radiocentre Ireland in showcasing the influential role of audio to advertisers. Through their initiatives, they have assigned a value to the radio industry, enhancing its appeal for advertisers. "Overall commercial in 2023, the work from Radiocentre Ireland has been game changing. The fact that we now have a value on our industry is one of the biggest things that we have achieved in 2023.”
Youth Engagement Challenges and Initiatives
Gabrielle discussed the ongoing challenge of engaging the youth audience, emphasising the need for adaptation and collaboration. Initiatives like the Learning Waves TY Media Week Programme demonstrate a commitment to connecting with the youth through digital media literacy. She said, “If there’s anything I’ve learned in 2023, it’s to embrace change. These projects ensure radio is at the forefront for the youth audience.”
Regulations, Local Dynamics, and Sales Transformation
Fiona acknowledged the necessity of regulations while expressing concerns about increasing paperwork. She said, “I think we all accept that there needs to be regulation. Ultimately, the airwaves we are licensed to use have a value and there must be responsibility. I think there is an over expectation in terms of the size of the teams we have. I’m sure people feel that more and more of our day is involved in paperwork. On a personal level, it draws me away from making radio which is where my heart is." John highlighted challenges faced by local radio stations and competition with online platforms. He said, “Local radios tend to work with small markets. We’re competing for space with national and international broadcasters. Particularly well-resourced state broadcasters like RTÉ. Also, like all radio stations, we’re competing with online platforms.” Brian discussed the evolving skill sets required for 2024, emphasising the need for creativity and a digital focus. He said, “The big difference is, coming into 2024, the skill sets have changed. You need people with creativity and digital-now. I think these people are out there.”
Predications and Challenges for 2024
Looking ahead Gabrielle, highlighted the growing responsibilities of Coimisiún na Meán. She said, “Coimisiún na Meán still has a lot of recruitment to do. Its remit has grown so much from its previous remit under the BAI. All Coimisiún na Meán’s upcoming projects involve a hefty amount of work for radio stations. It will be brilliant to see radio stations do some diverse and interesting projects.”
John foresees a growth in radio listenership as the radio sector has exciting plans to improve the media approach. He said, “I think radio is on the up. I think we’re going to see more growth although it’s hard to grow radio listenership when radio listenership is so strong. The audience reach is very high. The radio sector has exciting plans to increase the appreciation of the media.”
Fiona discussed the challenges posed by upcoming elections, emphasising the need to protect staff from personalised abuse online. She said, “I think we’re going to have to protect our own staff. The comments online can be very personalised about journalists and presenters. In an environment where we’re struggling to recruit and retain key people, we need to protect our staff from any type of personalised abuse.”
In conclusion, the podcast provided an insightful journey into the current dynamics and prospects of the Irish radio landscape, guided by the experiences and perspectives of these industry leaders. Listen to the full episode here.