Sound More Local, Not Less

Radio isn’t done. Not by a long shot. Radio has a key feature that can help it weather the storm through today’s sea of saturated content – its role in the local community. People still have an appetite for content that affects them where they live, which many independent content creators and national news brands can’t provide. The key to retaining and growing your audience lies in having your station deliver more dynamic local content, even when it’s not “live”.

Why Radio Is Important

Radio brands’ are staples in the local communities they serve. And people trust local radio.

Audacy’s recent Local News Radio: Credible, Engaging & Mobilizing study revealed that “85% of listeners find local radio news credible – more than any other medium.” Local communities rely on radio and its connection to the place listeners call home, from weather updates to community events, and even news relevant to their day-to-day lives.

Challenges in Sounding Local 24/7

According to Edison Research, the peak radio listening time is still the morning drive (6 am to 10 am). No surprise here. It aligns with radio companies’ putting most of their talent focus and investments in morning shows. But listeners still consume audio content all day long when they are not in their vehicles. And with the rise of remote work, fewer people are likely to be tuning in specifically during that morning drive window.

The challenge of smaller headcounts across stations makes it hard to maximize radio’s live and local advantage at all hours of the day, especially during off-peak hours or unmanned dayparts. It seems more and more nighttime content on radio is prerecorded. That begs the question – what motivates listeners to tune in during those times?

We don’t have a magic wand to wave and instantly make this struggle go away, but we do have the next best thing … AI.

Listener Expectations

We know that listeners expect a local station to reflect their community in real time, whether it’s the latest weather update, local traffic, or community events. These expectations don’t stop just because it’s the middle of the night or during off-peak hours. But meeting the expectations around the clock is a major challenge for a lot of stations. That’s why we see a lot of listeners making the shift to streaming platforms and on-demand content, especially when the big differentiator – live and local content – is less present.

AI to Help Local Station Talent

By using AI technology strategically, stations can surround their human talent with the necessary support to create a consistent local sound throughout the day. Real-time updates, community news, and weather reports can be integrated into your programming, keeping listeners connected to what matters most to them anytime they tune in. This allows stations to maintain operational efficiency without sacrificing that crucial local touch your audience tunes in for.

AI DJs are designed to extend talent, not replace talent jobs. The human element is the lifeblood of local radio stations and why people tune in. AI voices and cloned AI voices are a way to help amplify the reach when there aren’t enough hours in the day. They provide support and relief to overworked talent and reduce some repetitive tasks that eat up multiple hours of their day — taking them away from other more creative and impactful efforts.

This is especially useful to supplement talent at times when they cannot be live, but you want to ensure up-to-date content is presented on air so you do not miss a beat or any topical content as it unfolds. And the best part is that audiences are ready for AI!

What Do Audiences Think of AI on the Air?

AI Makes Radio Better

Most audio consumers in Futuri’s AI in Media Study thought radio could be improved by integrating AI. Every way the question was asked, three out of four radio listeners said AI would improve the music selection, DJ content and the intros to music, weather and forecasts, and even the news and sports coverage. Radio audiences even said AI would help humans improve commercials by making them more entertaining and memorable. Check out SpotOn if you want to learn more about AI commercials.