Siobhan Kenny urges Radiodays Europe Audience to “Get it Together”

Radiocentre’s chief executive, Siobhan Kenny, took to the stage to kick off Radiodays Europe 2018 with a talk on how collaboration can help deliver strong business benefits for the whole industry.

Joining a line up which included BBC director of radio Bob Shennan and AER President Stefan Möller, Kenny urged the conference’s audience in Vienna to grab the opportunities the market was giving the radio industry by working together to ensure its future remained healthy. In a session entitled ‘Getting it Together’, Kenny shared recent examples of how Radiocentre has worked successfully with other organisations to the benefit of the radio industry.

‘Gone are the days when our industry only concerned itself about fighting competitors over audience share and reach. The world has changed and new technological opportunities have vastly boosted the traditional strengths of radio. We need to work more closely together with all parts of the audio industry to really capitalise on those opportunities.’

Kenny outlined the forthcoming Radio Audio Week beginning on 14 May as a great way to highlight the strength of the industry. She explained that the week would consist of a series of events including conferences, lectures, seminars, awards and networking events at different locations around London. As a collaboration between Radiocentre and The Radio Academy, Radio Audio Week aims to capitalise on the growing interest and enthusiasm for the radio and audio sector. Kenny explained there would be involvement from the non-commercial sector, with participation from the BBC adding ‘Our goal is to make it the must attend event that Edinburgh is for the TV industry.’

Another example shared with delegates was Radiocentre’s successful joint campaign with the AER to persuade the European Commission to review the regulation which mandates the use of lengthy Ts&Cs in radio adverts. This regulation fails in its objective to protect consumers (only 4% of whom claim to recall the numbers) but succeeds in deterring advertisers from using the medium of radio.

In addition, she highlighted the work she is currently leading for the Advertising Association on boosting regional productivity in the UK. 57% of small and medium size businesses do not currently advertise. She said a report from Deloitte estimated that helping some of those businesses to discover what advertising can deliver will boost UK productivity by £20 billion pounds over the next five years. Pilot schemes with SME’s are about to start in Scotland and the West Midlands, and the results will be analysed for future learnings.

In conclusion Kenny said “Let’s not be the industry who failed to grab the opportunities we are presented with. Let’s not be the industry who history judges failed to see the wood for the trees. Let us instead be the industry which grabbed the moment, moved forward by working together, securing the greatest prize of all: The future of this great industry.”