In the last 10 years, radio in the UK has lost 60% of 10-14 year olds.  It’s no wonder that stations like BBC1 and 1xtra in the UK are spending money and time on getting into the mind of the younger generation.  Ben Cooper, Controller of BBC1 and 1xtra UK, explains what he is doing about the next generation.
 
“I thought I would title my presentation today ‘radio is dead’”, says Cooper as he explains how traditional radio and how it’s consumed and distributed is dead.  “The smartphone, I believe, is the biggest threat to radio today.”
 
Cooper explains that there is one company that owns the ears of most of the world’s population – Apple.  Apple is continuing to expand it’s audio content, with recent pushes further into the traditional radio space.
 
“Be afraid.  Be very afraid”, continues Cooper. “I lost one of my best presenters (Zane Lowe) to Apple.”
 
Speaking with Cooper and other delegates at Radiodays Europe, Apple has now shown its hand as moving more into the “live radio” space, employing music programmers and presenters from some of the world’s most successful music radio stations.  The challenge is becoming more relevant and accessible by the younger generation.
 
“If you target an older audience, you are a god like genius because radio is still relevant.  But if you look at the younger audience, it’s falling”, says Cooper.
 
Radio needs to build loyalty on third party sites like Facebook, and in the meantime invest money in developing it’s own digital distribution platforms.  “(Radio) is behind the game when it comes to the smartphone…In the UK and Europe, more stations need to invest and look into hybrid radios”, continues Cooper.
 
Radio needs to start thinking of itself as creating live moments, engaging presenters and free curated playlists.
 
“Radio is dead, but long live radio.”