Apple ventures out (a little bit)

For years, Apple kept its radio content buried away inside the Music app as if hoping people would magically stumble across it while swiping through playlists. Now, finally, it seems they’ve realised broadcasting to the outside world might help someone actually hear it.

Promoting your own platforms is fine - good even - but this doesn’t mean hiding your content so effectively that even loyal iOS users have no idea it exists.

This TuneIn deal puts Apple Music Radio where people actually are - those of us who don’t live inside one app ecosystem - and if you want listeners, you have to meet them on their terms.

Being a great station means more than curating content - it starts with accessibility and making sure people can actually find it with ease. Because no matter how good your programming is, hiding it in a labyrinth of menus doesn’t make it exclusive. It just makes it invisible.

Now the distribution has improved slightly, any chance of a marketing strategy…?

Making it Shine for five years

It’s hard to believe Shine Radio has been part of Petersfield’s community for five years, but I will be attending a drinks reception in town later as members of the team - past and present - mark this anniversary.

Looking back on my time involved in those early days, I feel a deep sense of pride mixed with gratitude. Pride for what the team built together, and gratitude for the people who made it happen.

I was honoured to have played my part in Shine Radio’s launch (supported by a certain Take That song) and initial growth, and the station’s ongoing success is thanks to the ever-growing team of incredible volunteers, partners and supporters who keep it alive and thriving today.

From the start, Shine Radio wasn’t just about launching another station. It was about giving Petersfield something it had long missed: a truly local voice.

Petersfield is one of those lovely market towns where people take very seriously things like the best artisan bakery for their sourdough and whether the biweekly farmers’ market has enough quinoa and kombucha to go around (“Middle Class Radio” might have been a perfectly good working title)!

For years, many in the town relied on regional or national stations that didn’t reflect the rhythms, stories, and spirit of Petersfield itself. Shine Radio changed that by creating a space where local news, events, culture, and everyday stories could come to life.

Originally, the plan was to wait until the forthcoming small-scale DAB multiplex - operated by a consortium which includes Shine Radio - was up and running before launching a linear broadcast. But the COVID lockdown saw more people at home craving connection, and the community needed us. This urgency pushed the station to launch earlier than expected.

Unlike traditional FM or DAB stations, internet radio has often found it hard to build a sustainable business model or attract enough local listeners to cover costs. This includes struggles with audience discoverability, limited local advertising opportunities, and stiff competition from global streaming services and podcasts.

But Shine Radio was never intended to be just a linear radio station. The approach was always multi-platform and on-demand-first. We recognised that today’s audiences consume content in many ways - not just live radio but also podcasts, streaming, and social media.

The team ensured content was available wherever, and whenever, people wanted it. This strategy meant commissioning and creating content that could live across multiple platforms, giving more people access to stories that mattered. 

It also allowed Shine Radio to keep its linear daytime schedule focused on a consistent 35-54 audience, a key local demographic prized for its loyalty and value to advertisers. Meanwhile, specialist shows and on-demand content could cater to niche interests, providing depth and variety beyond mainstream programming.

I’m proud that Shine Radio’s work has been recognised beyond the town. The station won Gold for Digital or RSL Station of the Year in the 2022 Community Radio Awards - having bagged Silver in 2021 - which was incredible validation. The podcast Dogs with Jobs also won Gold for Best Podcast in 2022, a project very close to the team’s heart. And Shine Radio’s nomination for Community Station of the Year at the Radio Academy ARIAS 2023, placing it among the country’s top six community stations, felt like a real milestone.

What sets Shine Radio apart? I believe it’s a combination of:

• Genuine Hyperlocal Connection: Made by Petersfield people, for Petersfield people - authentic and rooted in community spirit.

• Thoughtful Multi-Platform Strategy: Meeting listeners where they are, offering on-demand and live content, and commissioning across channels to maximise reach and relevance.

• Consistent Audience Targeting: Clear focus on the 35-54 demographic during daytime, following proven industry principles on consistency in content and music.

• Unique Specialist Programming: Catering to niche tastes and interests through dedicated shows and podcasts, ensuring diversity and depth.

• Volunteer Heartbeat: Powered by passionate volunteers whose dedication brings life to every broadcast and production.

I remain incredibly proud of Shine Radio’s place in Petersfield - not just as a broadcaster but as a community hub. 

While I’ve moved on to new roles, the station is in excellent hands, with a strong team continuing to push forward. 

The road ahead will surely have challenges, but if the first five years have reassured me of anything, it’s that with heart, vision, and a community behind you, local radio can thrive.

The truth about the GB News "number one" claim

My girlfriend showed me a TikTok from GB News which is now claiming to be “Britain’s number one news channel” - so let’s look at what’s really happened and how much of a triumph this actually is.

It’s true that in several key dayparts, such as breakfast and evenings, GB News has pulled ahead of the BBC News Channel and Sky News in terms of average viewers. Those who watch GB News also tend to stay watching for longer.

But when you look at weekly reach, the picture changes. BBC News and Sky News still attract roughly twice as many people overall. That suggests GB News has a smaller but more dedicated audience, inevitably those who typically share the views it promotes, rather than mass-market dominance.

This difference comes down to the nature of the channels. GB News is more of a "newstalk" outlet - closer in spirit to a TV version of LBC - with presenters offering strong opinions and plenty of discussion.

The BBC News Channel and Sky News, meanwhile, focus on rolling coverage and updates. You don’t usually watch them for extended debate; you dip in to find out what’s happening in the world and leave when you’re up to speed.

GB News’s rise in certain time slots is the result of that loyal base tuning in for long stretches, not necessarily a broad shift in the nation’s news habits. The “number one” label comes from picking a single favourable metric rather than an all-round victory. By other measures, the BBC and Sky are still far ahead.

It’s just worth remembering that “Britain’s number one news channel” can have so many different meanings. In this case, it’s a bit like calling yourself the UK’s top restaurant because more people stayed for dessert on Tuesday than anywhere else. It might be true in a certain, highly specific sense - but it's not exactly the whole picture.