Tips from Terrestrial Radio Broadcasters on How to Stay Connected in the Digital Age

The terrestrial radio world has undergone a rapid transformation in the past decade. From niche programming to niche audiences and niche advertisers, terrestrial stations have been forced to adapt fast if they’re going to stay relevant. Today’s listeners demand content on demand, and almost every DSP has a streaming presence. Even traditional terrestrial radio stations are increasingly adopting digital technologies so they can keep up with their streaming and satellite counterparts. If you’re operating one of these stations, here are some tips from terrestrial radio broadcasters on how you can stay connected in the digital age.

Offer a variety of content at all hours

There’s a misconception that terrestrial radio only plays music throughout the day — and, for the most part, that’s true. However, most terrestrial stations offer a variety of content throughout the day, including talk shows and news. By combining different types of content, you can reach more of your listeners. Plus, you can also appeal to multiple demographics with the same content. A talk show might focus on the issues facing your core demographic, while a news program could appeal to different audiences. This approach allows you to reach a wider audience, while still staying true to your audience’s interests. Having a variety of content at all times also allows you to supplement your on-air talent with remote talent. We’ve seen DSPs offer a variety of content for their remote talent to use during the week. This can help you avoid a situation where your on-air talent is left without content to fill the air.

Reach out to the younger demographic

Land-based radio is becoming more and more digital. That means it’s important to reach the younger demographic. The younger demographic has never been more connected than it is right now, and terrestrial radio is not equipped to reach them. With the rise of streaming, satellite radio, and digital audio, terrestrial radio stations are missing out on younger generations’ growing interest in music and audio content. You can reach this demographic by adopting digital technologies that are becoming more common on traditional radio stations, like:

• Digital audio: Audiences expect to hear digital audio on terrestrial radio stations, so you need to make sure your station is ready for it.
• Digital imaging: This is the look of your station and how you present content. It should look professional and modern, but also timeless.
• Digital content: This is everything that’s not music and imaging, like talk shows, news, and traffic reports. The younger demographic is especially receptive to content that delivers information in a modern, interesting way.

Be willing to try new technologies — and be flexible

One of the biggest challenges for terrestrial radio stations today is maintaining relevance. The way people consume audio has completely shifted, and terrestrial radio stations are trying to keep up. However, you need to be willing to try new technologies and be flexible. This means you need to be willing to try new technologies with your station’s mobile app, its website, its streaming SDR, and so on. When it comes to mobile apps, you need to make sure your app is up-to-date. It should look modern, have a simple and intuitive user interface, and include the latest features. It should also be compatible with the operating systems and devices used by the majority of your listeners. This can help you reach more of your audience, while keeping them engaged with your station.

Stay up-to-date with industry practices

If you want to stay connected in the digital age, you need to be up to date on industry practices. This includes adopting new technologies, investing in your technology, and staying up-to-date with industry standards. For example, your digital audio format should be an open digital format, like .mp3. This means you’ll be able to play music from a variety of sources, like your digital audio library, streaming services, and other digital audio services. It also means you’ll be able to switch to another digital audio service. Adopting this open digital audio format can help increase the number of sources you can play your music from, while also making it easier for you to switch to another digital audio service if your contract is up.

Bottom line for broadcasters

The terrestrial radio world has undergone a rapid transformation in the past decade. Land-based stations are facing increasing competition from streaming and satellite radio, while mobile technologies are challenging the way they’ve been operating for decades. The good news is that terrestrial stations are well-positioned to survive and thrive in the digital age. In order to do so, terrestrial stations need to be willing to adapt to new technologies, willing to reach a younger demographic, and willing to try new technologies — and be flexible. These are just a few ways terrestrial radio stations can stay connected in the digital age.

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