September5
By Phil Riley, Chief Executive, Orion Media
From the days of crackling, muffled long wave to the now crisp sound of digital stations, radio has always been an influential source of entertainment and information.
The days of a few national channels and just one local station in each part of the UK are long gone. We are spoilt for choice, with an abundance of channels to entertain us across AM, FM, DAB and online.
Latest figures from Radio Joint Audience Research Ltd (RAJAR) show that radio listening is at record levels, with almost 48 million adults tuning into their favourite radio stations every week – that’s more than 9 out of every 10 adults in the UK.
However, I would argue that despite all this variety and choice, local radio remains at the heart of the radio experience due to its importance to its region and community, with the evidence coming from the success we are having at Orion Media.
In and amongst all this national competition, our own stations are doing well, growing audiences at an annual rate of just under 6 per cent since acquisition in 2009. We are particularly pleased with the performance of our two big hitters, East Midlands regional Gem 106, and Birmingham-based brmb, both of which are posting some impressive recent listening figures. brmb has registered an extra 92,000 listeners in the last six months, and Gem106 has grown by 43 per cent since the beginning of last year. I have to say a big thank you to LDC for supporting all of our radio stations since 2009, including backing a significant recent marketing campaign for Gem, and one in the pipeline for brmb.
So why are people choosing to tune into local radio stations like ours?
Music is of course a key ingredient, and our carefully researched and selected mix of oldies and current tracks is designed to appeal to a core audience in their thirties.
Functional elements like up-to-date local news, sport, travel and event coverage is also critical and a key USP. As a recent example, all of our stations played an important role in ensuring that people from across the region were kept fully informed of the riots that were taking place in and around Birmingham, West Bromwich and Nottingham. Our riots coverage meant all of our stations saw huge surges in their social media engagement, both online and via facebook & twitter, demonstrating the need for the stations to embrace a multi-media future.
The personality of our presenters is also hugely important, and we have worked hard over the past two years to recruit talented DJs across the Midlands, to augment the great presenters who were here when we arrived. Also important is our ability to let our listeners engage with the stations. Our listeners want to be entertained – and quite often we let them entertain each other with their unique take on life by letting them interact with us using phone, text, email or facebook response.
Finally, wrapping this into a cohesive approach, we believe our current success is due to our commitment to “belonging” – ensuring that our listeners know their local station belongs to the area it serves. That involves giving something back, and this year our stations collectively will have raised well over £500,000 for local charities due to the generosity of our listeners and clients.
It has been a fantastic few years for us, made possible by the continuing support from LDC, and with listeners up and ad revenue growing, the future for Orion Media looks as bright as the constellation it is named after.