Back in March, when a crisis hit, radio came into its own - fulfilling an even more crucial role across the board than we had ever imagined it would need to.
This was especially true of Christmas, with families having to stay apart and more people feeling isolated than in any other year.
Tonight, many are faced with a different - perhaps more laidback - New Year's Eve.
Households may throw their own mini legal celebrations, or just want to listen to something that maintains the vibe they are used to.
Escapism and familiarity from radio is a godsend in these times and stations will excel with the usual well-programmed party music offerings tonight.
At the same time, dare I say it, most of us usually count down to midnight at home.
While many enjoy the ad-free anthems, others are just seeking what radio is best at giving us: a friendly companion. This year more than ever.
Party playlists are great - but radio can go the extra mile for those seeking a companion at home, especially this year. Notepads at the ready 📝 https://t.co/eVRmAPbqvQ
— Harrison RB (@HarrisonRBRadio) December 31, 2020
Our new station, Petersfield’s Shine Radio, has a special New Year's Eve edition of The Brighter Minds Quiz - our weekend evening show - to play along with.
As an AC station aimed at the main bulk of the town's population, those aged 40-60, we are also favoured by older members of the community who will be looking for an alternative.
If you're a local service, consider standing out from your competitors who will each serve a particular need very well. What can you do that they won't or can't?
After all, unique public service broadcasting is the very reason for community radio's existence.
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