Mark Barber, director of planning at the Radio Advertising Bureau, says Radioplayer is a fantastic new radio content delivery system, brilliantly executed; which will play an important role in driving the future of the UK radio industry…
As UK radio first became available online live around the clock in March 1996 (led by a commercial operator – Virgin Radio, now Absolute), and with catch-up podcast programmes available since 2004 (spearheaded by the BBC), you may be forgiven for wondering what all the fuss was surrounding the launch of Radioplayer at Paramount in Centrepoint on 31 March.
So let me be clear right from the outset, Radioplayer is a fantastic new radio content delivery system, brilliantly executed; which will play an important role in driving the future of the UK radio industry.
Developed in collaboration between the BBC and commercial radio sector, Radioplayer is an online audio console which gives access to live, on-demand and podcast radio from hundreds of stations across the UK – over 200 at the latest count – through a simple, easy-to-use interface.
The fundamental difference between Radioplayer and the numerous other internet radio players that litter the internet and smartphone app stores is that it seamlessly and intuitively combines the best of the offline radio experience and the online opportunity to create a truly differentiated offering specifically built around what listeners want.
The search function is radio exploiting the best of the online world. Searching by station name, location, programme, presenter or topic helps the listener navigate seamlessly from one station to another at the simple click of the mouse and access relevant live and on-demand content.
The pre-sets feature is the best of radio as we know and love it – instant access to favourite stations at the press of a button – with a dash of online functionality in the drag ‘n drop organisation of station icons.
It’s all so intuitive, that you just get it straightaway. Try it yourself; you’ll see what I mean.
The other web-functionality is delivered by social media links, with a range of stations providing the opportunity for listeners to share what they are listening to with friends and followers via Facebook and Twitter. I’m really intrigued by the possibilities of what we can learn about the radio listening experience and how to evolve it from all the new data this will generate.
“Agree on technology, compete on content” is the sensible mantra that the UK radio industry has adopted to address the challenges of an ever-shifting world of delivery systems. Radioplayer is a great example of how these principles will help keep radio accessible, relevant and current whatever the future holds.
In Radioplayer the industry has developed a content interface that combines the best of both online and offline worlds: the simplicity and accessibility of the traditional broadcast model with the functionality and possibilities of online. And, with an estimated 3 million monthly users predicted by the end of April delivering critical mass from launch, that’s enough to make any advertiser sit up and listen!
