Features

Australian radio is suffering from a lack of diverse ideas: Video

During the following talk from 2018's Radio Alive Conference, Kate Langbroek discusses the dearth of new ideas on Australian radio.

Hit Network’s drive-time host Kate Langbroek argues Australian radio is failing to provide listeners with a diversity of ideas, and will soon be faced with a demand for more from its audience.

“People seem to be obsessed with diversity, but not of ideas – so diversity of appearance, but not of ideas,” she says in the following session from 2018’s Radio Alive conference. “The tide is coming where people will want to hear something different and fresh and fearless.”

Community radio is also suffering from the “blandification of ideas and voices”, she adds.

Australian Radio Network’s Kiis FM drive host Will McMahon agrees, and said radio execs can place too much emphasis on trying to understand, dissect and direct what makes “good” content.

“There can also be far too many rules and regulations put around what is good and how that thing is good. I mean sitting in a big room listening to people talk about how something is good at a conference over a weekend can make you feel [exhausted].

“It’s really good to look inside how things are working, but I also think that in terms of trying to tell people how it’s kind of becoming good and prescribe to them why it will be good, is not the way forward,” he says.

“I think that people are really, genuinely addicted to authenticity and seeing people talk about something they they care about in their own way. I don’t think I gave two shits about a crocodile until I saw Steve Irwin talk about one.”

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing