Radio Festival: Consolidation is key for commercial radio

Commercial radio needs to consolidate and diversify in order to overcome the challenges posed by the recession, according to former BBC head of strategy Mark Oliver.

Speaking yesterday at The Radio Academy’s Radio Festival in Nottingham, Oliver, chief executive of media advisors Oliver & Ohlbaum Associates, said that radio stations should also concentrate on branded content and more syndicated programming.

“The commercial radio industry needs to consolidate in the way that makes sense to the listener and the advertiser,” he said.

Godfrey McFall, senior associate at Oliver & Ohlbaum, said that for stations to ensure sustainability consolidation must be used to “give the consumer what they want”.

He added that if the commercial radio industry can react well to “the catalysts of change” then there is a possibility of growth in 2011.