ASIA

By Valerie Geller “Podcasting, like karaoke, is open to anyone brave enough to pick up a mic”THE RADIO PODCAST: A SECOND CHILDThe challenge in successful podcasting for radio:  To offer listeners additional content that breaks through a deluge of abundant competing content; plus enhances your brand, attracts new and younger listeners and makes money.Your podcast doesn’t replace your radio station or broadcast.  Think of it as a second child, Your podcast efforts ADD to it, it’s an additional canvas upon which to create.Many radio personalities enjoy the freedom of not dealing with over-the-air broadcast rules and regulations, time constraints or formatic restrictions. But stay true to brand, radio podcasts should protect the image and brand of your station as well as the expectations of the audience.HIGH QUALITY PODCASTS ARE EXPECTED FROM RADIO PROSPodcast training has become one of the joys of my broadcast coaching and training business.  Successful hosts come from everywhere: newspapers, comedy, TV, magazines, theater, law, real estate, and teaching. Although anyone can be a podcaster with a microphone and a smartphone, radio podcasters are expected to be better, coming experienced.PODCASTING IS THE NEW OVERNIGHT SHIFTYou now have a golden platform to develop new talent. Your station may be filled with talented or funny, creative off-air staff or support staff, who want to be performers. It’s a place for the less experienced or those not ready to be on the air to show what they can do. You may have a star in the making.GET THE “HARD TO GET” MEETING“Be on my podcast” has become the new “Let’s have lunch.”   Here’s an excellent way to gain access to hard-to-reach decision makers. Savvy radio account executives have found podcasting can be a new way to get to and meet with previously elusive potential clients. If you’ve been trying to contact an executive CEO or business owner who didn’t, take your call, or answer your email, you may find they’re happy to be a guest on your podcast.THIS IS NOT a commercial for a potential client’s product or service but rather, getting to know someone — try asking each how they got started and to share their advice and stories. As with any content, to engage audiences, it has to be interesting, fun, informative, entertaining or relevant.WHAT’S YOUR PODCAST ABOUT?One of the great strengths of podcasting: it is narrowcasting rather than broadcasting. As long as a radio station keeps to its brand image, go as weird and niche with your topics as you’d like. Find your unique niche.MAKE AS MANY AS YOU WANTCanada’s Lead Podcasting founder  says, “People think that once they start a podcast they have to keep going indefinitely. They feel like they’re on a hamster wheel — producing once a day, week, or once a month,  forever. Before you publish your first podcast, commit to a certain number of episodes that you think is realistic and sustainable.  Stop there. Call it ‘Season One.’  Decide later if you want to continue.”CREATING POWERFUL PODCASTSAnyone can talk, so hosting a podcast should be easy, right?If you’ve tried it, you know it can be harder than it looks. Whether your distribution platform is over-the-air or online–the Geller Media International Creating Powerful Communicators Principles work.
Speak Visually – in terms a listener can picture
Start with your best material
Podcasts are pre-recorded. They last forever online. Make it perfect.*
Never let anything go too long
Listen
Always ask: “Why would someone want to hear this?”
What is the unique journey? What is the talkable topic?
Did you inform, entertain, inspire, persuade, and connect?
Address each listener individually, use the word “YOU.”
Stay Curious
Relax, let natural humor happen
Be who you are
Take Risks.
The rules for powerful broadcasts also work for podcasts:  Be authentic. Make it matter. Never be boring.EXCERPTED WITH PERMISSION FROM THE FORTHCOMING 2024 EDITION OF BEYOND POWERFUL RADIO – An Audio Communicator’s Guide to the Digital World  by Valerie Geller, Routledge PressInternational broadcast consultant Valerie Geller is an author, talent coach and trainer for radio and podcasting.  An in-demand keynoter, and workshop leader, she is one of Radio Ink’s Most Influential Women, and has worked in 42 countries, helping more than 500 stations get, keep and grow audiences.  She will be in Australia presenting a Powerful Radio session in October 2024 for the CBAAwww.gellermedia.com[email protected] […]

“Advertiser’s can benefit by using need-state data to create a more sophisticated and effective targeting approach for advertising campaigns,” said Mark Barber presenting Radiocentre UK’s recent audience-led research at Radio Days ’24 Sales Summit.“A deeper understanding of listener need-states is the key to growth in commercial audio,” said BarberFirstly, let’s look at the reasons audio is growing:
Easier access through the increased penetration of connected devices and non traditional audio devices since 2014. For example, smart speaker penetration in household is up 39% and smart phone adult users are up 48% (Ofcom Technology Tracker, 2022).
 Increased availability of audiences now that half of working adults work from home at least one day a week or more.
Total commercial audio adult listening hours are growing.
Now let’s look at the study conducted by Radiocentre, Generation Audio 2022, where new data sources were gathered using both qualitative and quantitative methods over the period of a week.Key learnings show that audio satisfies the seven contemporary need-states that belong to the categories of personal, context, content and social. These are:
Keep me in the loop
Help me escape
Lift my mood
Broaden my horizons
Provide social currency
Amplify the moment
Keep me company is newly added since 2014, as audio provides companionship and is the human voice people seek when they are on their own.Here is the profile of listeners who seek audio to keep me company.Keep me company accounts for 26% of total audio listening timeLift my mood accounts for 35% of total audio listening time.While, Broaden my horizons accounts for 4% of total audio listening time.A key learning Barber found is that context-driven need-states dominate 80% of commercial audio listening time.He believes that live radio and on-demand audio play complementary roles for listeners. Live radio listening is driven by the need to feel energised, uplifted and more connected with specific social groups and to a wider world.With podcasts, listening is led by a desire to learn new things and develop a deeper understanding of selected topics. While with on demand music services listening is centred around mood management.Live radio has both the highest weekly audio reach and also has the highest share of listening time in comparison to podcasts and on demand music (Generation Audio, Radiocentre/ Differentology 2022).In summary radio need-states learning shows:
Greater accessibility and evolving audio need-states are fuelling growth in commercial audio audiences.
Need-states demonstrate how linear radio and on-demand audio continue to play complementary roles for listeners
Context-led occasions dominate listening
This knowledge will create a deeper understanding of reasons behind listener behaviour and more effective targeting approaches for advertising campaigns.Find out more about Audio Need-States Navigator the launch pad for effective audio planning here. […]

The New York Festivals®(NYF)  2024 Radio Awards has revealed this year’s Storytellers Gala Shortlist.Mesmerizing audio entries created by storytellers from around the world were judged online by NYF’s Radio Awards Grand Jury to determine the 2024 Radio Awards Shortlist. Shortlisted entries include audiobooks, podcasts, dramas, documentaries, breaking news coverage, entertainment, and music specials from radio stations, networks, prominent production companies and independent producers.Shortlisted entries from Asia include:

QATAR
Al Jazeera English Online
The Take
PODCAST: NEWS PODCAST

QATAR
Al Jazeera English Online
The Take
PODCAST: NARRATIVE/DOCUMENTARY PODCAST

SAUDI ARABIA

Aramco media production division
Eclectica

PROGRAMMING FORMAT: ALTERNATIVE FORMAT

SAUDI ARABIA

Aramco media production division

Eclectica – Pink Floyd The Dark Side of the Moon – 50th Anniversary Special

ENTERTAINMENT: MUSIC SPECIAL

SAUDI ARABIA

Aramco media production division

Energy Radio KSA

DIGITAL: DIGITAL RADIO

SAUDI ARABIA

Aramco media production division

Pure Energy

ENTERTAINMENT: MUSIC PROGRAM

SOUTH KOREA
Busan E-fm
It’s Okay to Stutter : A Stuttering Liberation Journal

DOCUMENTARY: HUMAN RIGHTS

OMAN
Entertainment Network SAOC, Oman

So! Radio, Oman – The Launch

PROMOTION/OPEN & ID: STATION ID

INDIA
Music Broadcast Limited

Aritifical Independence (AI)

PROMOTION/OPEN & ID: STATION PROMOTION

INDIA
Music Broadcast Limited

Kadak Currency with RJ Salil

PODCAST: BUSINESS PODCAST

INDIA
Music Broadcast Limited

Sextortion

DOCUMENTARY: COMMUNITY SERVICE

INDIA
Music Broadcast Limited
Sunkranthi

MORNING DRIVE/AFTERNOON PROGRAMMING: INNOVATIVE SHOW

INDIA
Music Broadcast Limited

Touch Me Not With RJ Archana

DOCUMENTARY: COMMUNITY SERVICE

Radio Television Hong Kong – Radio 4

In Memory of ‘The Father of New Music in Hong Kong’ – Doming Lam

DOCUMENTARY: BIOGRAPHY/PROFILES

Radio Television Hong Kong -Chinese News and Current Affairs Section

Engulfed in Boundless Darkness

DOCUMENTARY: SOCIAL ISSUES […]

The Philippine Information Agency (PIA) and the Presidential Broadcast Service (PBS) signed a memorandum of agreement (MOA) on Wednesday, March 20, to launch a radio program promoting media and information literacy and the government’s “Bagong Pilipinas” (New Philippines) branding.PIA Director-General Jose A. Torres Jr. expressed gratitude to PBS Director-General Rizal Giovanni “Bong” Aportadera for accommodating their request. The program, starting April 3, will air live on Radyo Pilipinas 1 (RP 1) and be simulcast on four other government channels, reaching a nationwide audience. It will also be carried by other Radyo Pilipinas 1 (RP 1) affiliate stations across the country.DZRB, on-air as Radyo Pilipinas Uno or RP1 News, is a radio station owned and operated by the Presidential Broadcast Service, an attached agency under the Presidential Communications Office. It serves as the flagship station of the Radyo Pilipinas network.The PIA has an important role in sharing information about government programs, projects, and services with the Filipino public with the goal of improving people’s quality of life and empowering them to participate in the country’s democratic processes.The PIA is also the only government information network that can reach grassroots communities across the country. With 16 regional offices and 78 provincial information centers, it is the chief source of information from the government down to the local level. PIA also acts as a PR firm for communication campaigns requested by the Office of the President, national government agencies, local government units, government corporations and financial institutions, special committees/councils, government task forces, and others. “This MOA formalizes our collaboration in promoting media and information literacy alongside the Bagong Pilipinas initiative,” Torres said.Aportadera welcomed PIA back to the airwaves, highlighting Torres’ natural broadcasting ability. He assured smooth planning for the program, which will launch after Holy Week.“The program will be live not only on RP 1, but also on our free TV channels, in cooperation with PTV,” Aportadera explained. “This collaboration extends to live broadcasts of PIA’s new radio show on our digital channel, similar to how PTV4 carries Radyo Pilipinas programs.”He further emphasized that the program will be carried not just by RP 1 but also by the 28 Radyo Pilipinas stations nationwide.“This MOA signifies a stronger collaboration between attached agencies under the current administration,” Aportadera said. “These partnerships are crucial as they allow us to fulfill our collective mandate of informing and entertaining the public.”Aportadera concluded by expressing support for the program’s growth and pledging to extend all necessary resources for its success. […]

GatesAir, a subsidiary of Thomson Broadcast dedicated to wireless content delivery, continues to build out its Flexiva GX transmitter family, adding new models that support the most common power levels requested by customers worldwide. New for NAB Show 2024, GatesAir is adding the new Flexiva GX2K, supporting 2000 watts (2 kW) of analog FM in a compact 2RU chassis. NAB Show 2024 also marks the North American debut of the GX50 (50 watts), GX1K (1 kW) and GX3K (3 kW), all of which debuted at the IBC2023 show in September.The compact, high-density architecture of the GX2K accentuates the value proposition of the Flexiva GX line for the FM engineer. Flexiva GX transmitters provide radio customers with a strong power-to-size ratio for all six power levels — including the higher power 5 kW and 10 kW models — by leveraging the latest LDMOS technology. The design packs exceptional power density into a compact chassis, with overall efficiency ratings up to 76 percent. The engineering breakthroughs in power density, efficiency and footprint are made possible through the GX’s design, enhanced by GatesAir’s third generation PowerSmart high-efficiency transmitter architecture.“GatesAir has carefully engineered all six GX transmitters to maintain the highest possible overall efficiency even at the lower power levels,” said Ted Lantz, Vice President, Product Line Management for GatesAir, who adds that new GX models will continue to align  with customer and market demands.New for NAB, GatesAir has enhanced the GUI for all six GX models, including integrated audio playback and a supporting playlist manager. Options include GPS receivers for SFN support, and GatesAir’s Intraplex IP Link 100e (IPL-100e) module. The IPL-100e integrates within Flexiva GX transmitters, enabling direct IP connectivity of FM audio and data from the studio. This further reduces rack space requirements inside RF facilities with limited open real estate. The IPL-100e also provides support for optional integrated professional ten-band audio processing software, which can save users thousands of dollars in auxiliary equipment.The Flexiva GX family is available worldwide, and can be configured to serve large national or regional FM single-frequency network (SFN) deployments. Flexiva GX transmitters also support N+1 configurations, enabling large national network operators to build very flexible and consolidated transmission sites that meet stringent uptime requirements.GatesAir will also demonstrate low-power Flexiva FAX air-cooled transmitters and its FMXi 4g all-in-one embedded HD Radio solution at NAB Show 2024, which takes place April 14-17 at the Las Vegas Convention Center. GatesAir exhibits at Booth W2730. […]

At the end of each Radiodays conference there is always a fast wrap from some of the best presenters in the show.First presenter was Paul Sylvester, CD of Absolute Radio Network, who contributed 5 ideas to be brilliant at breakfast:
What is your show’s superpower. If you work it out you can dial it up so that listeners know what makes your show different and special.
Your listeners are the most important celebrities you can interview. They will deliver more gold than any ‘famous’ guest. They are unfiltered and will give you the best radio gold.
What makes your listeners late for work? The best shows have people sitting in their cars listening before they can get out and go to work.
Is your commercial activity integrated enough? Commercial promotions should feel as seamless as any other content on the station.
How strong are the personalities on your show?
Marketing coach and CEO of the Radio Embassy Lenja Faraguna’s  tips are:I believe in love and connectionHow do we get the attention of people who are hard to reach?Audio marketing is the hero of brand building.If you have a big idea, send it, but keep in mind that the people you are pitching to are bombarded with ideas. Here are some tactics to get your pitch noticed:6. STATOY – saw this and thought you7. Please stalk us – go check our campaigns, what can we do if they add radio8. 2 for 1 – if they specify what they want, and it’s not going to be successful, send them the response to their idea, but also send your idea. They will get two ideas for one and will often like your idea better.8. Unique link – send link with their name10. Human Billboard –  their quote on a T-shirt with their nameWade Kingsley, the Creative Coach said:
Bring people together… like Taylor Swift, who creates shared experiences between the people in the crowds at her concerts.
Make mistakes on purpose. Be ok to make mistakes and learn from them.
Create your own flow. Do what is core to you.
Make it funnier. Things can always be funnier, nobody ever says make it less funny, everyone always loves something unexpected and funny.
Surf any wave you can. Sometimes we want to stick to our lane, but don’t be afraid to stray from your lane if there is a good enough reason.
Iram Ansari, from NRK – Norwegian Broadcasting CorporationHow to ensure diversity in your sources as a journalist?16. Give new people who are not trained in media chance to be in your story.17. Have regular source meetings and participate in events that have topics where many multicultural people participate.18. Get a digital visitor card with a QR code that you can give easily to your source.19. Use your sources correctly: Let them answer about topics they are professionally good at.20. Get to know someone who is dissimilar to you privately! It’ll give you different perspectives.Des Paul, from Greatest Hits Radio UK gave tips about music presentation.
Be more human, less robot. Look for every opportunity to be yourself on air, your audience will feel that you are keeping them company, robots can’t do that.
Prep, Prep, Prep. You need to know how you will get in and out of your talk break. Give the audience things to think about every time you open the mic. You can’t do that by just turning up and winging it.
Be bright and warm. Leave negativity to the news, be the nicest person in the room.
Keep it nice and tight.
Always move forward.
Arielle Nissenblatt Community Marketing ManagerIdeas for creative digital marketing that come from my podcast world:26. Collaboration over competition: tap into existing audiences and reaching out with a genuine ask?27. Make mountains out of mole hills – Promote yourself and tell everyone what a great job your doing.28. Data transparency – is super important to deliver on ads your trying to deliver.29, Be the creator in your circle30. Go to where your listeners are ready to consume31 (bonus). Be on the lookout: how can we grow the pie and know it’ll come back to you some day.As the conference ended, Radiodays CEO Peter Niegel announced the venue for next year’s Radiodays Europe. It is… … ATHENS. Between 9-11 March 2025 […]