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Opinion from Steve Ahern.The short TikTok shutdown in America has started radio broadcasters and podcasters thinking about the role that social media plays in building their audience.TikTok has become a conduit feeding users to podcasts via its short videos. It is a particularly good platform for channeling young listeners to podcast publishers, according to Edison Research.After TikTok went dark on January 18th, 2025, Edison did some analysis of audience habits between TikTok and podcasts. After assurances from US President Trump, TikTok turned itself back on the next day, but it served to get podcasters thinking about who really owns their audience.Edison’s podcast metrics showed that “20% of the American podcast audience ‘ever listens’ through the short-form video platform. TikTok’s role is more prevalent among younger listeners.”Numbers and podcast discovery are even higher with young demographics. “Thirty percent of podcast listeners in the 13-24 age range engage with TikTok to tune into their shows… users are likely reporting listening to clips rather than full episodes on the platform.”Edison’s Gen Z Podcast Listener Report highlights the platform’s “critical role in how consumers uncover new shows.”“As of 2023, 75% of Gen Z podcast listeners aged 13-24 reported using TikTok. Among them, 80% discovered podcasts through their TikTok feeds, meaning it was the second most popular social media app for podcast discovery after YouTube among this group,” says the research.

It’s a difficult dilemma.No doubt a social media publisher such as TikTok, plus others such as Facebook, X, Instagram, YouTube and the like, can deliver large numbers of people to your podcast, but who owns those listeners. Are they loyal to you, or are they an audience that is more loyal to TikTok.As Facebook taught web publishers when it arbitrarily changed its algorithms to disadvantage certain content, publishers who depend too much on social media to deliver audiences can quickly come unstuck if priorities change.The same is happening with search. Google used to channel searchers to the original source of articles or information, but now Google’s built in AI engine gobbles up the text from your website and presents it at the top of its own search list, so that searchers who only need a simple answer no longer even need to click through to your site, depriving you of hits.So who really owns your audience?If you have built a radio or podcast audience over the years, listener by listener, be careful of giving that audience away to social media and search businesses. It might be better to encourage them to engage with you via phone calls and texts, or messages directly on your podcast feed, rather than through another publisher’s social media feed.On the other hand, you can’t not be on social platforms, because they will certainly expose your radio station or podcast to new people who have never heard about it. But once you have them, how are you going to build a relationship directly with them? Do you have a capture strategy to get them on your direct mailing list? Once on it, how will you develop a direct conversation with them that doesn’t depend on channeling them through a third party?If a third party owns your audience they are only lending them to you, and can take them back at any time.If you own your audience, like successful podcasters such as Mamma Mia have achieved through chat groups, interaction, IRL events and the inclusion of listener content, then it is harder to lose them through someone else’s actions.This is why broadcasters and podcasters around the world are constantly monitoring and adjusting their social media strategies as new developments emerge in the search and social media arenas.Never stop checking who owns your audience.Steve Ahern is the founding editor of this publication. […]

Saudi Media Forum, the largest specialized event in the media industry in Saudi Arabia, is set to take place in Riyadh from February 19 to 21.The annual event provides a platform for dialogue to discuss prominent global issues from a media perspective. It offers opportunities for knowledge exchange and collaboration among experts, decision-makers, and practitioners in the media field. The event also provides a unique experience to explore new media spaces, discuss the latest global trends in the sector, and stay updated on the latest technological innovations.This is complemented by the Future of Media Exhibition (FOMEX), the largest content, technological, and production media exhibition in Saudi Arabia, featuring a variety of activities including sessions, seminars, and workshops.The forum will feature more than 200 speakers, including Boris Johnson, Former Prime Minister of the United Kingdom.It will also focus on how the industry is evolving in response to global shifts. Experts will discuss critical issues, such as adapting to the new media reality, overcoming sector challenges, and exploring strategies for maintaining investment viability. A key theme of this year’s forum will be the implementation of a sustainable approach to media management, as well as strategies to effectively address emerging challenges while fostering innovation.In addition, the forum will focus on the new concept of media management, delving into areas such as reconsidering the sources of media flows, re-evaluating media and resource management strategies, and identifying innovative solutions to drive the sector forward. This session will also explore how to foster resilience and adaptability within the rapidly changing media landscape.The event will culminate in a grand awards ceremony, where achievements across six key media categories will be recognized. The awards will celebrate excellence in journalism, broadcasting, digital media, and innovation, honouring those who have made significant contributions to the media sector.Mohammed bin Fahd Al-Harthi, Chairman of Radio and Television Authority and Chairman of Saudi Media Forum said: “The Saudi Media Forum in its fourth edition seeks to keep pace with the great momentum witnessed by the Kingdom at all levels and in various fields within Saudi Vision 2030. As His Highness the Crown Prince launched, the forum today is one of the specialized international media forums in foreseeing the future of media, developing it, and exploring its latest technologies by providing opportunities for companies and individuals to develop their media capabilities and learn about the latest developments in this changing industry. It exchanges local and international experiences, in addition to creating a vital and effective community for learned lessons that responds to changing the Kingdom’s story through media, so that Saudi media in all its institutions and outputs keeps pace with the path of national development and the Kingdom’s ambitious vision.” […]

 GatesAir, a Thomson Broadcast subsidiary dedicated to wireless content delivery, announces a continuation of its successful in-house financing opportunities for its North America TV and radio customers. Backed by the financial strength and expertise of […]

Amazon Music India presented the second edition of ‘India Pod Day’ with IVM Podcasts on January 24 at Mumbai, celebrating 25 years of the 21st century.The event brought together leading minds from the podcasting sphere, providing a platform to explore the journey of podcasts in India. It featured sessions and discussions highlighting the evolution and future of the podcasting industry.The evening began with From Dial-Up to Digital: India’s Cultural Journey, hosted by Kunal Vijayakar with panellists Kumar Varun and Aastha Atray Banan. They reflected on India’s cultural evolution over 25 years, from dial-up internet and Nokia phones to the 4G boom, social media, and platforms like YouTube and TikTok. Key discussions included Bollywood’s shift to global hits, the rise of OTT platforms, food delivery apps, regional cuisine, music festivals, and the changing sports landscape, particularly the IPL. The panel also explored social changes, including LGBTQ+ rights and gender roles, and shared insights into the future of Indian culture. Each panellist shared a cultural experience from the previous 25 years that they felt characterised modern India and could continue to define it for the next 25 as the session came to a close.In another session, podcasters discussed the crime stories from 21st-century India that have captivated the public imagination. These narratives, exploring dark aspects of human nature, motives, and the consequences of crime, reflect the complexities of a rapidly changing society. With cultural context and suspense, they offer a unique lens to understand the evolving dynamics of law and justice.The second half of the evening featured When Pod Meets Pop: The Revolution of Podcasting in the 21st Century, ON ‘CYRUS SAYS’. Hosted by Cyrus Broacha, the session brought together Varun Thakur, Kautuk Srivastava, and Neville Shah from The Internet Said So (TISS) podcast. They discussed podcasting’s rise in India, particularly during the pandemic, with platforms like Spotify and JioSaavn fuelling growth. The panel explored challenges like content saturation, language barriers, and the rise of political podcasts, with prominent politicians like Narendra Modi (who appeared on The Nikhil Kamath Show) and Arvind Kejriwal (who was featured on Prakhar ke Pravachan and Raj Shamani’s Show) utilising podcasts to get behind media filters.The conversation also compared podcasting preferences in the US and India, highlighting the popularity of genres like spirituality and true crime. Indian creators, such as those behind The Desi Crime Podcast, were noted for adding local flavours to global trends. The session concluded with reflections on podcasting’s role in shaping communication and the need for innovation to overcome challenges and maintain its unique cultural identity.Amit Doshi, Head of IVM Podcasts, said: “The second edition of India Pod Day is a testament to the thriving podcasting ecosystem in India. We’re excited to witness the stories, ideas, and connections that will come to life this year.”Country Head, Amazon Music, India, Rishabh Guptasaid: “Our goal is to promote impactful experiences for aspiring podcasters aiming to make their mark in the industry while facilitating meaningful conversations with our talented guests. This collaboration embodies those ideals, and we’re proud to join forces with one of India’s leading podcast platforms.”

CEO of Pratilipi Ranjeet Pratap Singh shared: “As someone who has deeply admired the growth of podcasting across the world, I believe India Pod Day 2025 is a celebration of innovation and storytelling. It’s an incredible platform where creators and audiences converge to unlock the limitless potential of podcasts. We’re thrilled to be part of this journey and can’t wait to see the conversations unfold.”Cyrus Says Podcaster Cyrus Broacha said that podcasting is becoming a global phenomenon, and India Pod Day stands as a testament to this evolution. “As we celebrated our second edition, one year after the inaugural event, I was thrilled to witness the growing enthusiasm, which extended beyond India’s borders. We received interest from several countries—Myanmar was already on board, and discussions with East Timor were underway, indicating the potential for future global expansion.” […]

To usher in the Chinese New Year (CNY), Hear65, SMRT and the National Arts Council (NAC) has rolled out an auspicious CNY playlist as part of its I Play SG Music campaign.The selection contains festive tunes from Joanna Dong, Miss Lou, MICappella, Jaspers Lai, The Apex Project, Lim Tay Peng, Chordinate Singers, Singapore Chinese Orchestra and more.The curation also features contributions from the DJs of Singapore’s most popular radio stations! ‘蛇么都好’ by all the DJs of 96.3 HAOFM and ‘蛇么都 HENG ONG HUAT’ from the DJs of UFM100.3 are festive songs that wish listeners a wonderful and prosperous new year. Likewise, ‘蛇年旺旺旺’ performed by YES933’s DJs is a joyous anthem that paints a vivid picture of family health and joy, traveling with friends and partying together.[embedded content]I Play SG Music spotlights locally produced music at 134 MRT and LRT stations and bus interchanges across the island, as part of a broader partnership between the NAC and transportation service provider SMRT.The I Play SG Music x SMRT CNY 2025 playlist runs from 15 January to 4 February.Hear65 is a national movement which celebrates and promotes all forms of Singaporean music. An initiative by the National Arts Council and produced by independent music media company Bandwagon, it raises the profile of Singaporean musicians through partnerships with events, companies, and advocates throughout the year, as well as a microsite which serves as a one-stop digital destination for the discovery of Singaporean music.Stream the full I Play SG Music x SMRT CNY 2025 playlist here. […]

The Fijian Broadcasting Corporation (FBC) launched its 70th birthday celebrations at Viseisei village in Vuda, Lautoka.FBC’s journey began on July 1, 1954 with the broadcast of its first program during the official opening ceremony.Today, the corporation operates six radio stations, with two in each of the major local languages: Fijian, Hindustani, and English.The event marks a significant milestone for the organization, celebrating its seven decades of broadcasting in Fiji and successful transition to the digital era.Veteran Radio Fiji One announcer Apakuki Waqa emphasized the importance of this anniversary, highlighting the organization’s achievements over the years.“FBC has come a long way, and it has produced a number of prominent radio and news presenters in the country,” he said.The anniversary celebration will include visits to 70 villages across the country, reflecting FBC’s deep connection with local communities.It will also coincide with the 2025 edition of the Pacific Media Partnership Conference (PMPC) to be held in partnership with the Asia-Pacific Broadcasting Union from February 11 to 13.

The PMPC is an opportunity to harness the wisdom and experience of the ABU’s Pacific members while hearing insights from some of the world’s best experts.Photo: FBC […]