The end of the conference featured a packed session full of quick fire suggestions to send delegates home with new ideas to implement.
Malika, Production Manager KBR Media
Five ideas for future proofing News Journalism
1.Go beyond podcasts and embrace transmedia storytelling.
Adapt story ideas to fit the platform.
Remember that we are storytellers and our stories need to live everywhere our audience does.
2. Bring content to the audience.
Deliver credible trustworthy information in the spaces they already inhabit. Show the audience a face that represents them.
3. Go Beyond the headline by answering the “Why?”
Provide the context not just the sound bytes. Use long form content like podcasts to create more powerful content by explaining the reason.
4. Don’t forget the people left behind.
It’s often the most vulnerable people who are left behind. Our journalism must reflect all society not just the loudest voices.
5. Future proof your organisation
Take a moment to step back before we hit publish and ask:
Is this relevant?
Does this serve the public we are here for?
Does this meet our core values, standards, and ethics in journalism?
Daniel Ahern Creator Program Lead ABC
ABC Creator Program: 5 Key ideas
The ABC Creator Program is the response to solving the youth audience challenge by hiring creators onto staff in one unit with videographers and a mentorship program.
1.Flip the script
Find the creator/ influencer first then train them to have the additional skills they need.
This is better as they bring their expertise and audience to the organisation and will pick up the skills with training.
2. Creators as audience infrastructure
Find the creator that serves to fill the gap you need.
3. We should all think like creators
Let’s hook the audience in the first three seconds, respond in hours and not take weeks and simplify the production process.
4. Use podcasting and radio as your creator training ground
Start by bringing in creators as guests on your existing programs and try their content on your existing platforms.
5. More than talent as creators will be production companies and IP owners.
Creators will be valuable assets like a fledgling company.
Rado Yanu Ardian Founder and CEO NOICE
$1 Million Podcast story
Noice started as a digital transformation project for MARI, Indonesia’s premier radio group.
and became Indonesia’s number one local Audio Streaming Platform.
They made money in the early days through selling ads inventory and providing a podcast production service for brands.
They were aware that their advertising revenue was going down but their content fans continued to increase. They decided to use a more scaleable revenue stream as their model based on “Fans economic.” They introduced Noice VIP, a pay per content monetisation feature which enabled the creator to lock their content.
The Pilot Project involving one of Noice’s biggest podcasts, Musuh Masyarahat was implemented when one the hosts, Coki was busted and had to go to rehab. He kept a daily diary and Noice decided to turn it into a podcast.
In less than a month $50k were generated in sales for pay per content, as fans accessed the diary content. The success continues as podcast Musuh Masyarahat is close to reaching $1 Million in sales from the pay per content scheme.
The money making formula is:
1.Build massive fandom
2. Create great content
3. Distribute in a great platform like Noice
4. Repeat
5. Repeat again.
Ron Baetiong Founder and CEO Podcast Network Asia
1.Distribution is the new production
2. The ad model is broken as creators need ownership
3. We’re not competing with other podcasts as we’re competing with TikTok
4. Podcasting is already post-podcast
5. The next breakout podcast won’t even look like a podcast.
Archana Kapoor Founder and Director The Radio Festival/ Smart
Fighting misinformation on Radio and inoculating your audience against fake news.
1.Truth Gameshow: Fake vs Fact
-Turn misinformation into a contest
-The RJ throws out a rumour, callers shout fake or fact
-The winners get acknowledged, making fact checking fun and competitive
2. Misinformation Weather Report
-Just like a weather forecast, announce the day’s ‘fake news storm levels.’
-For example High WhatsApp thunder in Jakarta, low mis information drizzle in Yogyakarta
-When lies are forecast like rain, people carry the umbrella of doubt
3. Radio Deepfake Lab
-Play a fake audio clip that sounds real, then strip it apart layer by layer.
-Listeners hear how easy it is to fake a voice or a promise.
-Once you hear the trick , you never trust blindly again.
4. Sell the truth slots
-Flip the most commercial space on radio, the ad slot, into truth slots.
-Instead of soap jingles you get, “Today’s truth, garlic does not cure dengue.”
Sponsored honesty means misinformation meets marketing
5. Confession Booth
-A phone line opens at midnight for anonymous confessions, the lies people believed.
-The RJ reads them out like secrets, with no judgement.
-When vulnerability is broadcast, scepticism becomes a shared survival instinct
Corey Layton Head of Digital Audio ARN / iHeart Australia
1.Push for data not just engagement
Stop using texting and engage with your audience through social media.
2. Stop guessing and start knowing
Understand your audience by using data. We use Bumper to understand our verified listener’s habits. For example some audience members will listen to Kylie and Jackie podcasts for 2 hours. We can also use data to track skipping and listening in programs.
3. Runtime can be a barrier
Respect audience time and keep podcasts in informative years shorter.
4. Video grows audio but not always.
Audio is best for some genre podcasts.
5. Talk across borders not just hallways
Share the lessons learnt with similar companies and use their experience to increase your understanding.
More reports from RadioDays Asia here.
Reporting and pictures – Serena Ahern