Syndication is killing the radio starLaatste update: 10/01/2011
Land: Verenigd Koninkrijk
As more and more local radio stations go national, would-be DJs have to find other ways of making themselves heard
Video didn't kill the radio star, despite the Buggles' pessimistic prediction in 1979. More than 30 years later, DJs face a more fearsome threat – syndication. It might not make for such a catchy chorus, however.
London's Capital 95.8 last week became the latest local radio brand to go national, following its Global Radio sister station Heart and GMG Radio's Smooth. The BBC's local radio stations have also been sharing more content, and Bauer Media's dance station Kiss is set to become a quasi-nationwide offering later this year.
Not all local content has been axed – each of the nine Capital stations around the country retains its own breakfast and drivetime shows, for instance – but the big radio groups' stampede to nationwide brands, in a bid to boost listener awareness and ad revenue, has left many local radio DJs trampled and blinking in the dust.
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