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ftm Radio Page - week ending January 13, 2023

Online radio disruption attracts fans and donors
"beautiful madmen"

For more than a few media outlets money is hard to come by. Of course, there’s advertising; very tough for those outside the usual market sphere. Public and institutional media support systems often benefit only newspapers. Crowdfunding remains the sole means of support for radio broadcasters of limited means.

Radio 357 is a bare-bones internet radio channel broadcasting from Gdansk, Poland. It is entirely funded by listener donations, 48.7 thousand as the year began, exceeding the 44 thousand subscribers to True Crime Obsessed, the podcast of US producer Patreon. “Beautiful madmen,” said channel co-founder Piotr Stelmach to media news portal Wirtualnemedia (January 9). (See more about media in Poland here)

The channel is, essentially, a collection of specialty podcasts. largely but not entirely music oriented. In the main, it is a big count-down show. There are half a dozen hosts producing pre-recorded shows. Plans are in the works for a newsroom and reporters. Radio 357 also makes a bit of money on merchandising.

Polish media observers point to rather distinct benefits to the channel’s success. Radio 357 took to the net 15 months ago, October 2021, as well-known show hosts from state broadcaster Polske Radio Trójka, once a popular alternative music channel, were either dismissed or exiled by “politization.” Other online-only channels also popped up, typically with familiar voices from Radio Trójka, like Radio Nowy Swiat, also crowdfunded. And, too, podcasts have become extremely popular in Poland.

Radio broadcaster cuts costs, adjusts audience target
"a lake empty of fish"

Radio brands have long benefitted from strong names. Broadcasting executives and managers - not to forget marketing chiefs - pine over just the perfect one. A good name is meaningful for attracting audiences - not to forget advertisers. A great name can literally jump out on the dial. Those unable to decide, sometimes, choose a franchise name with a track record.

As the new year chimed in French national music radio channel Virgin Radio switched brand name. It is now known as Europe 2, as it was 15 years ago. French media observers, forewarned, took reserved note as the channel had been fading in Médiamétrie national audience surveys for several years. Then there’s the bit about slow-rolling ownership transition. (See more about media in France here)

Lagardère chief executive Arnaud Lagardère and Lagardère News chief executive Constance Benqué told the world last June of an impending shake-up of Virgin Radio. Virgin Radio had been part of the Lagardère News music radio stable since a name change in 2008 from Europe 2. The Virgin Radio brand name had been acquired in a franchise license for France from Virgin Group, founded by Richard Branson. Europe 2 had been on the air since the late 1990’s. Lagardère is principally owned by Vivendi, controlled by Vincent Bolloré, and the European Commission continues to ask questions. (See more about Vivendi here)

The least subtle reason for the brand name change, note French media observers, is the unwillingness of Vivendi to continue paying a license fee for the Virgin Radio name. "We wanted to return to a strong brand that belongs to us,” said Lagardère Active music channel general director Stéphane Bosc, quoted by AFP (December 30). There has, also, been an adjustment to the musical component and the target audience. Gone is the electro-music that has graced Virgin Radio in its most recent itteration. M. Bosc is no longer interested in the disappearing 13 to 24 year olds, which he called "fishing in a lake empty of fish.”

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