Adam Westbrook // ideas on digital storytelling and publishing

Can local radio succeed online?

Posted in Broadcasting and Media by Adam Westbrook on November 13, 2008

Well, ask Andrew Harrison at the Radio Centre in this week’s Radio Magazine, not really.

He claims commercial radio is another victim of the BBC’s local TV plans, along with the online aspirations of local newspapers.

Well certainly in the 100m online contest, local commercial radio is at the back of the pack. Many sites have old clunky websites which haven’t embraced web 2.0.  Content is rarely updated, I’ve often found the code is full of holes. Most of all, they don’t give their listeners a reason to go there.

Compare that to their BBC radio rivals, and now their newspaper cohorts and it’s a tadge shameful.

But maybe that doesn’t have to be the way.

Over at Viking FM this week, we trialled the station’s first live webcast. We arranged for a local financial expert to come into the station and answer questions from listeners about the credit crunch and what it means for them.

You can see the results by clicking here.

It was a lot more popular than we’d imagined, thanks chiefly to heavy plugging over the airwaves. But it shows, I think, people do have an appetite for this sort of content.

There just needs to be more dedication to doing it.

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  1. […] Can local radio succeed online? [Adam Westbrook]A good bright piece by a journalist at Viking FM – saying that if your website has good stuff on it, and you broadcast it, then people will come. […]

  2. […] and that by adamwestbrook on December 9th, 2008 Following on from – and in fact contrary to – my post a few weeks ago about online content on local radio […]


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