The UK is a nation of radio listeners, with the latest data from audience monitoring body RAJAR (Radio Joint Audience Research) revealing that over 50 million people tune in to live radio every week. Of these, 44 million listen via a digitally enabled platform such as DAB, DTV, website, app or smart speaker.
The UK radio industry has been through a remarkable transformation since the early days of the BBC’s Home Service and Light Programme and pirate stations broadcasting from the North Sea. In the 1990s, the landscape expanded considerably with the launch of community stations, national commercial stations, and a wave of regional broadcasters.
By the time the 21st century came around, we had witnessed the birth of DAB radio and online streaming, kickstarting a change in people’s listening habits. However, it can be argued that it isn’t until the beginning of this decade that we have seen the most dramatic shift in how audiences consume audio content, reshaping the whole industry.
How is digital technology changing the landscape?
The rise of digital technology has transformed the UK radio landscape, offering listeners an unprecedented level of choice and flexibility. The introduction of streaming platforms and on-demand services, such as BBC Sounds, Global Player, and Bauer’s Rayo, has meant that listeners are no longer tied to live broadcasts. Instead, they can catch up with their favourite programmes at their own convenience, choosing when and where to do so.
Digital technology has also enabled broadcasters of all sizes to launch internet-only radio stations, which are a cheaper and more accessible alternative to traditional radio. Unlike those broadcasting on FM and DAB, online stations are not constrained by Ofcom licensing requirements, giving broadcasters more freedom when it comes to content.
The evolution of DAB and small-scale DAB
DAB (Digital Audio Broadcasting) was first introduced in the UK in the late 1990s in an effort to provide higher quality audio and increase the number of stations on offer. However, it wasn’t until 2021 that we saw the introduction of small-scale DAB. This has been a game-changer for local commercial, community, and specialist stations, providing them with a low-cost digital way to reach to audiences in their local area.
Ofcom is currently in its seventh round of small-scale DAB licence applications, with 70 multiplexes already launched and more expected in the coming years.
Smart speakers
Smart Speakers have changed how we live in more ways than one. And when it comes to radio, it’s now easier than ever to listen to the station that you want, all you have to do is say its name out loud. This is convenient, for sure, but it also makes it very easy to switch between channels. Gone are the days of having to get up to change the dial if you didn’t like the song that was on or didn’t find an interview particularly interesting. As attention spans get shorter and shorter, thanks to Smart Speakers, broadcasters are competing against every other radio station anywhere in the world which broadcasts online, plus podcasts and music streaming services. This is of course great news for listeners, as competition pushes producers to create content which is more engaging than ever before.
The first of these, Radio 1 Dance and Radio 1 Anthems, offer electronic and dance music and a mix of classic and contemporary hits. Radio 3 Unwind is aimed at classical music lovers searching for relaxing music. And a Radio 2 nostalgia channel caters to an older demographic with classic tracks.
The first three launched at the end of 2024, but the Radio 2 spin off faced criticism from the nostalgia station Boom Radio and the industry body Radiocentre. In the end, the corporation had to change the plans and submit them to Ofcom for review.
Regional radio
At a regional level, the BBC announced in 2023 plans to network local content from 2pm on weekdays and over the weekend. Currently, all local BBC stations in England broadcast their own breakfast and daytime programmes on a weekday, with afternoon shows being broadcast across clusters. Some examples of clusters include Kent, Sussex and Surrey, Oxford and Berkshire, or Newcastle and Tees. There are some exceptions to this rule, though, Sussex and Surrey share a daytime programme and London, Manchester, Essex and Merseyside don’t network on weekday afternoons, but they do at other times.
It was at this time as well that the BBC announced the launch of a late-night show networked across all BBC local stations in England. It also replaced the network Early Breakfast show for an extra hour of syndicated output from BBC Radio 5 Live.
One of the biggest recent changes took place just last month, seeing the end of regional drivetime shows on Global’s Heart, Capital, and Smooth brands. This follows the disappearance of regional breakfast shows at the end of 2019. But while commercial networks are focusing their efforts on national output as opposed to regional splits, they are still required to provide regional news bulletins throughout the day.
In contrast, local and community radio stations are thriving in some areas of the country. Thanks to small-scale DAB and the demand for hyper-local content, many community stations are finding new audiences and revenue streams.
And some ILRs like Radio Essex, Mansfield 103.2, Radio Exe or Radio Jackie are still standing strong despite the threat of large media groups acquiring more stations to bring them into their network.
What the changing landscape of UK radio means for radio PR
For those of us working in media relations and radio PR, the constant changes bring both challenges and new opportunities, prompting us to think outside the box and adapt our strategies.
Given that audiences are consuming audio on demand and via digital streams, our radio PR strategies now also include pitching content to podcasts. And as well as placing stories on programmes broadcast on FM and DAB, there is also value in working with producers who work exclusively on output to be found on digital platforms.
Also let’s not forget that, thanks to social media, radio is not just radio anymore. Producers are constantly looking for content which is also visual and can be shared across multiple platforms. This means that a radio interview can also be shared online and on social media, reaching to a wider demographic and getting a longer lease of life.
The restructuring of commercial radio means that there are fewer regional PR opportunities across programmes, but there is still appetite for PR stories and guests to be featured in regional news bulletins. One way to achieve this is by offering regional stats plus spokespeople and / or case studies from the local area.
This kind of approach also applies to BBC local radio. Despite the fact that some programmes are syndicated, the appetite for stories is still there, with interviews potentially reaching a bigger cluster audience.
Meanwhile, small-scale DAB technology offers new opportunities for businesses to target very specific audiences with tailored messaging. As these smaller stations grow in popularity, they will become valuable in terms of reaching local community audiences.
What does the future look like?
If one thing is clear is that video didn’t kill the radio star, but the UK radio industry will continue to change and evolve.
While a review from the Department for Culture, Media and Sport said in 2021 that FM shouldn’t be switched off until at least 2030, the reality is that more and more people listen to the radio on DAB or online. And with internet stations popping up everywhere, listeners are spoiled for choice.
Additionally, the increasing popularity of podcasts opens opportunities in terms of media relations and radio PR. According to Ofcom figures from 2024, over 20% of adults in the UK listen to podcasts weekly, which is a whooping 11.7 million people. Podcast interviews tend to be longer than traditional radio and listeners are very loyal. Plus, episodes remain available for a very long time after their release date and clips can be widely shared on social media. This is why it is a good idea to pitch to podcast producers as well as traditional radio broadcasters.
How Shout! Communications can help
Here at Shout! Communications we’re experts in radio PR. All the members of our media relations team are former radio and podcast producers, so they know first-hand what broadcasters are looking for – even as the landscape changes before our eyes.
Whether you’re thinking about a full radio day, interviews targeted to specialist radio stations or reaching out to your audience through the most popular podcasts, we can help you create a bespoke campaign to best suit your needs. Please get in touch via hello@shoutcommunications.co.uk or 020 7240 7373.
