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ftm Radio Page - week ending October 8, 2021

Lockdown buzz for news and talk stations, background music not so much
tied down, like that

Every radio programmer knows - or finds out the hard way - that coronavirus lockdowns spur audience gains for news and talk stations. Listeners tune-in to hear the breaking news and weather or to indulge ranting talkshow hosts. Music stations find it difficult competing with either. The pattern has spread around the world.

Radio listening estimates for major Australian cities were released this week by measurement provider GfK for the mid-July to mid-September. For those unfamiliar with geography, that’s summer in Australia. Sydney and Melbourne were in complete lockdown. (See more about Media and the Virus here)

In Sydney audience share for talk station 2GB (Nine Entertainment) rose to 16.4% among persons 10 years plus Monday-Sunday 5:30 am to midnight from 14.2% year on year. Public radio news talk channel ABC Sydney placed second with 13.0% audience share, up from 10.5%. Hot AC KIIS 1065 (ARN) placed third, 8.0% audience share, slightly down from 8.2%. Tied for third was easy listening smoothfm 95.3 (Nova Entertainment) with 8.0% audience share, down from 9.9%. Classic hits WSFM (Pure Gold) placed 5th, 7.6% audience share, down from 8.1%. (See more about media in Australia here)

In Melbourne talk station 3AW (Nine Entertainment) literally ran away with the listeners, topping the list with 18.2% audience share, up from 16.9% one year on. Public radio channel ABC Melbourne placed second with 12.0%, down from 12.7%. Oldies station Gold 1043 (Pure Gold) took 3rd place with 10.9%, up from 8.7%. Easy listening smoothfm 91.5 (Nova Entertainment) placed 4th with 6.8% audience share, down from 7.5%. Fifth spot went to hot AC station 101.9 Fox FM (Southern Cross Austereo), 6.6% audience share, up from 5.9%.

Other Australian cities like Perth and Brisbane were not under continuous lockdown during the survey period. In both Nova branded stations topped the respective lists. Australian city dwellers have notoriously long commutes to work, which lockdowns trimmed to about 3 minutes getting from the bed to kitchen table. Not much to do but yell at the radio.

More adventures in podcasting, just like live radio
"meet the listeners"

There is no end, seemingly, to the digital transformation. Broadcasters are treating podcasts as a primary platform. Programming is developed only if “podcastable,” otherwise move on to something else. All of this is looking forward - not even that far - to 5G mobile distribution and subscription revenue.

Bauer Media Sweden is “testing” broadcasting podcasts live, noted Swedish radio news portal radionytt (October 4). “We are curious to test the live format with our creators and listeners,” said Podplay product manager Anna West in a statement. “Partly how we keep the podcast feeling even in live broadcast, but also how the dialogue between creators and listeners develops.” Bauer Media Audio brought forward the Podplay platform last year in Norway, Sweden and Finland. (See more about media in Sweden here)

The first Swedish live podcast on the platform is very Gen Z: an interactive relationship advice advice podcast called Beloved Psychopath (Älskade psykopat). “Live broadcast is as close to a real meeting as you can get,” said host Emilie Olsson. “Here and now we meet the listeners in a completely uncut and authentic section where you as a listener get the opportunity to ask questions in the chat and get answers in the broadcast directly.” Yep, sounds like a radio talkshow. (See more about podcasts and podcasting here)

Elsewhere in Scandinavia, publishers and broadcasters see the podcast business as a competitive strategy. Norwegian media company Schibsted acquired Swedish subscription-only podcast platform PodMe in August to operate in both countries. NENT (Nordic Entertainment Group), on the other hand, is backing away from podcasting in favor of streaming video.


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