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The future of multiplatform content

“Where do we go from here?” That’s the question Sam Cavanagh, National Executive Producer for Southern Cross Austereo, asked as he presented an entertaining and insightful investigation into the future of the industry.


Cavanagh started by highlighting how, when most other platforms are failing, radio is performing steadily in Australia’s digital transition. He believes this is because station’s are making unique and accessible content. And, as a platform, he believes that radio is most suited to mobile - radio’s have been mobile since 1936.


He thinks that the future of radio is in multi-platform broadcasting. This is highlighted by “Dan and Maz” who present the 2Day FM Breakfast Show in Sydney. The pair use content spread across YouTube, social media and on-air to communicate with listeners. This is done with teases on social media to promote features, audio taken from feature videos then being played on the radio, which drives the audience online to watch the clip.


Understand your platform. Sam pushed producers to “reinvent ideas” for specific platforms, and to not just put the same aspect of a concept across online, on-air and on social media. 


Monetising digital was the toughest problem when making online content, says Cavanagh. “What’s the point in making all this if you can’t make any money with it?”.


Sam finished by emphasising the need to create, and as importantly promote, content with every method of broadcasting in mind. If you only stick with traditional, linear communication then your audience may go elsewhere.