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ftm Radio Page - week ending September 27, 2019

Pop-up Christmas channel already on the air
ho ho ho, not waiting for snow

Christmas comes but once a year. It just seems earlier and earlier. It’s only September, a full three months before that Holiday, and in Norway Christmas music is wafting from radios.

Bauer Media/Norway fired up Christmas Radio (Juleradioen) this week, noted media news portal media24.no (September 24). “Never before have any of the broadcasters aimed to launch their own Christmas channel before the first marzipan are in the stores,” said Bauer Media/Norway radio manager Kristoffer Vangen. “We’ve made so much nice and atmospheric Christmas music you can really listen all year.” He added that “most listeners may come when the snow falls and the lights are lit on the streets.” (See more about media in Norway here)

Last year Bauer Media/Norway commenced the pop-up channel in October, the year before in November. There is considerable competition for Christmas music channels in Norway. Public broadcaster NRK has operated the seasonal Christmas Channel (Julekanalen) for several years, usually limited to the month of December.

Podcasts, just like radio
"huge return on investment"

Podcasts have certainly become a thing. Everybody who’s anybody now has a podcast or two, or ten, or a hundred. Every broadcaster conference has a seminar or twelve on podcast creation, production, distribution and, let’s emphasize, marketing. And podcasting seems not to have yet reached saturation. None of this is meant as criticism: podcasts are quite cool.

The advertising people have, obviously, found love. Podcasts “generate real-cut-through with audiences - particularly ad avoiders,” noted Australian ad-land news portal Mediaweek (September 25), quoting a release by BBC StoryWorks, the UK public broadcaster’s podcast division. “In addition, (podcast’s) impact increases when the listener is engaged in other tasks.” Some may recall the “integrated activity” argument successfully sold advertisers on radio broadcasting. (See more about podcasts and podcasting here)

The upcoming (September 25) German Radio Prize (Deutschen Radiopreis) introduces a podcast category. “The podcast market is growing fast, providers and formats are added almost daily,” said NDR radio director Joachim Knuth, quoted by Tagesspiegel (September 24) “This creates a new competitive situation which is exciting for us and which hardly anyone would have thought possible in recent years.” For the inaugural prize, podcasts are the second most entered category.

US public radio network NPR also sees growth in podcasts. The organization expects podcast sponsorship revenue to surpass broadcast sponsorship revenue next year, said CFO Deborah Cowan to the membership meeting earlier this month, noted US public media news portal Current (September 13). They are “huge return on investment for us and a major growth engine for our business,” she said.

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