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Stability Might Be Welcome But It Doesn't Move Anything Forward
counting For those toiling in the media sphere there is enduring fear of digital disruption. For radio broadcasters this does not mean the continued encroachment by digital platforms like DAB. It is much more. Radio listeners - and particularly the young people advertisers need to survive - are steadily migrating to online and mobile platforms. Where better to find the days’ perfect playlist or podcast? For radio broadcasters a day of stability is welcome relief.

Newspaper group expands radio broadcasting
brand extension or what?

The DAB platform is a gift that keeps on giving. UK publisher News UK will further radio broadcasting efforts with a DAB and online channel called Times Radio, reported Radio Today (January 28). The channel is currently staffing up and will appear sometime later this year. News UK is a subsidiary of Fox Corporation, principally owned by the Murdoch family. It publishes the daily Times, Sunday Times, tabloid Sun and, since 2016, has owned radio broadcaster Wireless Group.

“I’m delighted that with Times Radio we will be investing in a major, high quality new voice for news and current affairs on digital radio, online, on app and smart speakers.” said Wireless Group chief executive Scott Taunton. Details so far indicate Times Radio will be an extension of the Times brand, heavy on talk shows with the newspaper group’s columnists, many of whom have recently taken to podcasting. “Times Radio, infused with our world-class journalism, will be the perfect complement to our print and online offer,” said Times editor John Witherow, quoted by Press Gazette (January 28). (See more about media in the UK here)

Times Radio will be free of ad-breaks but afford “commercial opportunities for sponsors across the schedule.” When Wireless Group launched re-launched Virgin Radio with high profile BBC Radio 2 show host Chris Evans in 2018 it, too, was ad-free. This, according to UK media watchers, was meant to create a more comfortable atmosphere to attract BBC Radio listeners unfamiliar with ad breaks. Virgin Radio has been something of a flop, attracting scant listeners according to RAJAR national listening estimates. (See recent UK RAJAR national radio listening trend chart here)

Surprising nobody, Times employees were told the radio channel would “target those disenfranchised by BBC Radio 4 and 5 Live,” reported the Guardian (January 28). Nobody is expecting a lot of cultural programming. BBC Radio 5 Live producer Tim Levell has been hired as program director. Times Radio will also compete with establish commercial talk channel LBC, owned by Global Radio. Producing a news radio channel is expensive, talk is - relatively - cheap.

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