Siobhan Kenny’s end of summer blog

This is obviously no normal year so, unsurprisingly, I didn’t quite get round to the usual pre-summer half yearly review of the radio year. There has been no quiet summer period; if anything the pace of the radio industry has stepped up immensely since lockdown, just as it has at Radiocentre. In case you want only the edited highlights, here it is in under 90 seconds.

Phew, I hear you say. 

So here we are at the tail end of this weirdest of summers, the traditional time for new beginnings and the big ‘back to school’ rush. Of course, that takes on an added significance at a time of pandemic and we along with other organisations across the UK are working out how best to welcome people back to the office while ensuring that everyone stays as safe as possible. Radio businesses have shown great resilience in staying on air and we have all surprised ourselves with what is possible while working remotely. Personally, I still believe that creative businesses in particular need the spark of being together in the same room at least some of the time. And hopefully we can get back to that sooner rather than later.

It’s fair to say that lockdown brought difficulties for all businesses and radio was no exception. It was a challenge the industry rose to spectacularly well and Radiocentre played its part. As part of our immediate response, we requested that Ofcom relax some production regulations, to enable companies with depleted teams to carry on providing an excellent service to a locked down population.  In addition, we ensured that commercial radio staff were included by Government in their definition of key workers, allowing for vital continuity of service at a difficult time

With advertising revenues collapsing thanks to the lockdown of the economy, all radio companies were severely challenged. Radiocentre helped with reduction or deferral of fixed costs with Arqiva, PRS and PPL. DCMS published their proposals on longer licence renewals during this time, helping to provide welcome stability for the industry. Like many other businesses, Radiocentre shifted to home working and we stepped up our activity during this time, publishing a wide range of new research, from looking into listening under lockdown to radio’s influence on FMCG purchasing decisions.

The next generation of audio talent is still uppermost in our minds and they shouldn’t miss out on valuable networking opportunities and work experience that are often key to forging a career in media. In April, the second Young Audio Awards ceremony was held virtually and watched by 4,000 young people (probably something to do with teen star HRVY performing in his bedroom, if I’m honest). That was followed in July by a masterclass with top tier talent to help young people understand the roles available in radio and how to get into them.

In place of our flagship Tuning In conference, we went online, with speakers including Magic Breakfast hosts Ronan Keating and Harriet Scott, Global’s Mark Hatwell, MediaCom’s Geoff de Burca and more. It was such a hit that we put on four more events, tailored to the automotive, retail, finance and travel sectors.

The collective power of the radio industry was apparent during the pandemic. The Mental Health Minute returned for a third year in May, kicking off Mental Health Awareness Week with a unique moment of audio broadcast across more than 500 stations to 20 million listeners. The message was that whoever you are and whatever you’re going through, you are not alone – and it’s OK to reach out. With both the Duke and Duchess of Cambridge joining, alongside stars of sport, screen and music, and all BBC stations on board, it was the best yet.

Alongside the Mental Health Minute was the 60 Second Support series, another collaboration with Heads Together that brought the expertise of 10 charities to the airwaves, supported by the Audio Content Fund’s special rolling coronavirus fund. These initiatives, plus those of our member stations, were collated and celebrated in Commercial Radio: A force for good, a new report that looked at how the radio industry had risen to the challenge by broadcasting some truly amazing radio moments.

We framed the three phases of the pandemic in the following way: shock, bounce-back and recovery. Radiocentre’s research with DRG looked at how commercial radio listeners were looking forward to spending money once lockdown finished, with signs of pent-up consumer demand leading to a bounce-back. A forthcoming new report will look at how those expectations correspond to reality.

With the UK officially in recession, it’s good to reflect on where growth will come from and our upcoming Tuning In: Back to Business event will explore the importance of marketing in a recession, showing how creativity is more vital than ever in tough times, and examine some strategies for tackling the immediate future. Some of the biggest names in advertising, radio and media will deliver their wisdom and expertise from a stage in Kings Place straight to your screens.

Looking ahead, it is important to stay positive. Before the end of this year, we will publish new research into radio’s role as a trusted news provider, and a fresh study demonstrating radio’s value to advertisers during a recession. To encourage economic growth, Radiocentre will be supporting the case for an advertising tax credit scheme to help boost business and UK media companies. The Young Audio Awards will open for entries again, providing a spotlight on the next generation of audio talent.

Radio has done so much during lockdown. Whether sharing intimate insights into life in lockdown during kitchen table broadcasts or supporting charities and local businesses through initiatives, it has been testament to how radio builds connections with its listeners that other media just can’t match. It’s an industry that continues to innovate and inspire, even during the most difficult times, and it will continue to do so as the nation recovers from this extraordinary year.