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Kim Mcnally, Research Manager for BBC Music, Radio 2, 6 Music, Radio 3 and Asian Network, UKAsian Network, UK

Radio industry – we have a problem

“Technological change is having a huge impact on how music is accessed and consumed”, said Kim McNally, BBC

Kim McNally, BBC (Research Manager for BBC 2 and BBC 6 Music) thinks that radio will not maintain its "privileged position" in the kitchen corner in the future unless it acts now and convinces the current generation of "always on" / “head-down” / “no attention-span” kids.

"Teenagers set the agenda but the media sets the framework” said Peter Niegel (Danish Broadcasting Corporation). Young people are using several types of apps and yet only 9% of smartphone users have downloaded a radio app.

Radio has digital and mobile challenges ahead and according to Paula Cordeiro and an organisation’s customer relationship management is a key part of developing a strong and engaged youthful audience. Radio needs to get online and needs to set the framework to address the younger generation's demand for instant interaction and entertainment.