Content by Anthony Dockrill

One of the challenges in this content-saturated world we all now live in is seeing the next wave that program directors and producers need to jump on.

Ten years ago, the wave to jump on in audio was narrative podcasts. The medium was getting traction and the creative freedom the medium had over mainstream radio was what was getting noticed and celebrated. Ten years on, podcasts are now about interviews, panel chats and solving cold cases. Narrative podcasting is still with us and will probably make a comeback soon as a new generation discovers them.

There are programming waves and there are cycles as well.

Sometimes it’s obvious what the next big thing is going to be and sometimes it’s only with the use of the rearview mirror that all the movement makes sense.

At the moment, it’s not really clear where programming is moving. A quick look at ratings and charts would suggest we want more discussion and self-help/hacks, but that’s the current trend. This wave will pass one day as there is only so many times you can hear someone talk about the wonders of vitamin D. So what is next?

I’m not really sure what’s next for podcasting, but I can see one wave off in the distance for the radio industry.

Women’s sport.

Sport has proven to be catnip for a lot of linear media. It’s immediate, it drives traffic and, let’s be honest, it’s endless. What’s not to like.  Men’s sport dominates and is heavily entrenched, but it also offers little in the way of growth.

Before people scoff at this idea, let’s take a step back. Women’s sport will be much bigger than it currently is. Maybe not this year or next, but the wave is coming. Look at women’s tennis. In no way is this a small sport and why is women’s tennis so big? Pretty simple really. It’s been going on the international stage for a long time. Women tennis players had to struggle for recognition and push through all the BS. The hard yards are over and the battles won—now the sport is on near equal footing to the men’s game.

Women’s AFL and rugby league are toddlers in comparison. AFLW is in its 8th year. Yes, the sport is going through some issues (mainly due to rapid expansion), but if you take a long-term view, women’s sport is going to increase in size and importance. It’s inevitable.

Also, the longer women play a sporting code at an elite level, the higher the standard. Women in AFLW now kick goals from the 50-metre line—something a lot of men struggle with. As a cricket lover, I love watching the Australian women’s team as it’s chock-a-block full of talent, just like the men’s team.

Currently a slow process of recognition and professionalisation is happening in many codes. The man’s games  have already been through this and we all know how it ended. And that is why a straight comparison between the men’s and women’s game is silly and misleading as it ignores that they are at very different stages of their story.

The wave is coming and will not be here necessarily quickly, but if you’re a program director, you need to be watching out for this because those who are ready to ride this wave will win. Fifty per cent of the population is up for grabs and probably more if you factor in all the men who are going to jump on the bandwagon.

The Matilda’s was a warning shot, not a fad.

Anthony Dockrill is a Digital Producer at Pod Jam and the former Program Director of 2SER FM Sydney.