What are local audiences’ expectations and how to serve them best Why listeners prefer independent and local stations.
Claudio ASTORRI (IT) General Manager -- Pro Radio (Milano)
A local station is not a product, it is a free access service, it is a «living being» in a community of people.
This session will describe an example of a local radio format with «living stationality» suggested by listeners themselves.
It comes from a very recent qualitative local research study made for RADIO ALTA, Bergamo, in Italy.
.Do you know that news is not the information service the most required by local listeners ?
-Do you know that traffic and weather are top priorities ?
-Do you want to know what are the most interesting items for local listeners ?
-Do you think listeners want more room for a few stories or less room for more stories ?
Let’s see how all of this has been turned into radio action and sales too...