Over-the-air radio doesn’t need a miracle – it needs a mindset shift. To truly resurrect its place in the audio ecosystem, it must evolve from being just a broadcast medium to becoming a multi-platform content powerhouse. Here’s how that transformation can happen.
Think Beyond the Dial
Traditional radio stations must stop seeing themselves as just frequencies and start seeing themselves as content creators. Whether it’s a morning show, music mix, or talk segment, the goal should be to deliver that content across all platforms—FM, AM, podcasts, YouTube, TikTok, livestreams, and smart speakers.
Embrace Personality-Driven Content
People don’t tune in just for music—they tune in for connection. Stations should invest in hosts who build loyal followings and create personality-driven shows that can live as podcasts, video clips, or social media snippets. Think Howard Stern meets TikTok.
Go All-In on Digital Distribution
Instead of using digital platforms to drive listeners back to radio, flip the model. Use OTA as one channel among many. For example:
- Livestream shows on YouTube or Instagram
- Repurpose interviews as podcast episodes
- Create short-form audio or video content for TikTok and Reels
Monetize Smarter
Digital platforms open up new revenue streams. Stations can:
- Sell ads on podcasts and livestreams
- Partner with brands for influencer-style promotions
- Use platforms like YouTube to generate ad revenue directly
Use Data to Drive Programming
Streaming platforms thrive on data. OTA radio should adopt similar strategies:
- Track listener behavior across platforms
- Use engagement metrics to shape playlists and show formats
- Tailor content to niche audiences, not just mass appeal
Double Down on the In-Car Experience
Radio still dominates in cars. With smart dashboards and voice assistants, OTA radio can integrate with connected car technology to offer personalized, interactive experiences.
Rebrand as Audio Networks
Externally, stop calling it a “radio” or “a radio station.” Call it an audio brand or content network. Use the station’s name as the brand, because the audio brand known as radio can be heard everywhere. This subtle shift changes how audiences and, more importantly, advertisers perceive its value.
Embrace the Evolution
If radio embraces this evolution, it won’t just survive—it’ll thrive as a cross-platform audio leader.
Conclusion
Technology exists that can help media leadership expand reach, grow the platform, increase revenue, and magnify the intelligence of human resources with cerebral assistance from AI.
Case in Point: I asked AI, “How can over-the-air radio be saved?” The answer was the strategy you just read. It is a response that is 100% AI-originated. Artificial Intelligence created what looks to me to be a sound strategy. Maybe not all of it, but most of it.
That raises the question: How can AI be this much smarter than the cumulative knowledge of an industry?
How can AI be this much smarter than the cumulative knowledge of an industry?
Because AI is giving a strategic answer without bias. No corporate agenda, no concern about history or limitations of preconceived ideas that are out of date and out of touch, the assumption that innovation is wanted/expected, not feared – and will be supported with investment and passionate people. Then there’s the connection issue – under the ‘use data’ heading…..research, locally curated playlists, niche audience not mass appeal – while in the current environment it’s limited (if any) research, corporate playlists, and syndicated shows across markets/states/nationally. Maybe AI C-suite leadership should be developed, wouldn’t that be something….
Thanks Brad.
Thanks Dave.
🙏
Always good to see you sharing your wisdom 🙂
Can’t see how AI can have a personality, a key part of radio’s survival….
Just because you can do it doesn’t mean it’s a good idea..
That wasn’t the point of the article. My point was that I asked ChatGPT what over the air radio needed to do to survive … and it replies with a (IMO) mostly sound strategy. I wasn’t suggesting we eliminate radios secret weapon … which is Personalities. I should have made that point more clearly. Thanks for the note Robert.
Thank you so much for this very informative information about OTA, it will be very useful in the Broadcasting Industry here in the Philippines, not to mention globally, when it comes to effectively utilizing the Ultimate Power of Social Media Tools and AI in reaching and topping our potential markets, not only to advertise but to the next multi mellenial listeners world wide
Mike, you’re almost there. Back in the 90s, if we said “oldies”, the consultants thought we were swearing. The listeners ?? They STILL call ’em “oldies”. Classic Hits? Is that Beethoven? Mozart? Give KOLA in Riverside credit, they’ve made a great success out of “Classics”. Scott Shannon is doing okay with “The True Oldies Channel”. The simplest way to a listener’s heart is thru a direct phrase that resonates. “Content Brand”? “Audio Network”? Even those mightbe too deep for a medium that’s been around forever on – the radio-..and now on other platforms. Sometimes we might be making things a little more complicated than they need to be for the people we need to embrace what we do!
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