User Controlled Content Radio
Radio to the power of U is a ground breaking radio first that will see Xfm handing over control of its airwaves to the listeners.
From today (having soft-launched on Tuesday) between the hours of 10am and 4pm, every weekday, Xfm will be asking its listeners to interact with them via SMS, phone and online. They will be asked to compile their own playlists, join regular discussion forums and vote for the artists and songs they want to hear. The studio production team will then be on hand to send them straight to air should their selections seem appropriate.
Radio stations are becoming aware that their technology savvy audience want much greater control and influence over output. They know what they want to hear and when they want to hear it - and they’re getting this choice met online. Well now in the offline world, things are catching up. Listeners will be able to access the full Xfm music library to compile their playlists. They will also be able to suggest their own songs using the ‘free play’ option ensuring every hour will sound completely different.
To access the music library and select their tracks listeners just need to go to xfm.co.uk where they will see a link for the Xu microsite. Here they will not only receive instructions on how to build their playlists but they can interact much deeper with the site. I’d expect a success story from Xfm in the coming months saying that they’ve found their next presenter from this mechanic, thus fuelling further interest in the station!
Xfm used to be seen as an innovative radio station and I’m really pleased to see that they are ready to try and re-achieve this, getting Xfm out of the potential trap of becoming a testing ground for Capital FM’s playlist. Allowing their listeners develop their own programming is a great and brave step for the station.
Shows outside of the 10am to 4pm timeband will continue to be broadcast as usual. Xfm know that their listeners make ‘appointments to listen’ to the specialist shows and follow particular DJs for their music expertise, enthusiasm and new music knowledge.
All Xfm stations will continue to have independent and regionally programmed output sticking with their local audiences, with this idea rolled across the network.
Comments
Leave a Reply
