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We have come a long way since the early days of radio, when a whole family would gather round a warm wireless set in their home. Radio was furniture, providing a limited range of low quality but much loved services in a time when there was with little competition for the ears and eyes. Today radio faces a significant set of challenges, not least the expectations of a generation used to a much more visual and dynamic media experience.
It is important to be where our potential audiences are. This requires a meaningful presence on a large range of platforms and devices, in a way that represents the station brands, the presenters, programs and segments from those programs.
This rapid increase in choice and competition from new sectors makes it much harder for individual brands to stand out, underlying the importance of effective description and prominence of existing services To summarise so far: The radio industry is changing faster and more fundamentally than at any time in its history Competition is increasing rapidly and consumer expectations of media are being transformed Radio needs to change significantly if it is to survive these challenges and take advantage of these opportunities The BBC response to these changes can be summarised as follows: Make our content available when, where and how our audiences expect it, tailored to each platform make our content easy for people to find and use Offer highly personalised and two-way services I will now illustrate these principles with examples of our current activity.