A common misconception is that whenever an area loses a trusted local radio brand, a community station becomes the de facto replacement regardless of identity, proposition or USP.
You won’t get listeners by default. Content has to go to the next level to actually attract an audience - now more than ever.
You need a real point of difference (meaningful local content etc) as well as a clear proposition, a strong identity and to be a visible, accessible, multi-platform operation.
If human resources are used wisely, community stations can actually match (or even exceed) the public service value of an ILR station - either with a linear service or on demand content. As Paulo tweets:
Take Radio Newquay as a perfect example. Just three main people, fully automated yet provides excellent local news and EVERY link screams LOCAL. Take another station (shan't name) with 40+ volunteers yet the entire station is a self indulgent unlistenable car crash.
Quite true. Take @radionewquay as a perfect example. Just three main people, fully automated yet provides excellent local news and EVERY link screams LOCAL. Take another station (shan't name) with 40+ volunteers yet the entire station is a self indulgent unlistenable car crash
— Paulo (@Paulo3times) October 12, 2021
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