Radio stations generally need to be far braver in the way they embrace new media and new technology, to ensure they continues to address the needs of ther businesses, their listeners and their advertisers TODAY.

Of course it continues to be more important than ever that whatever comes out of the speakers is interesting, entertaining and useful to the listener and effective for the advertiser, but radio can – and should – deliver more.

Francis Currie was recently asked to contribute via video on this very subject to the Medientagen Congress (Media Days Conference) which took place in Munich last week.

One of the key sessions organised by Radiozentrale (the German equivalent of the RAB) was about the potential for radio to take advantage of location-based services.

Here’s a two-and-a-half minute extract, focusing on a practical example of how technology can benefit radio stations, listeners and advertisers IF they are brave enough to do it:

You can see a longer version of the same contribution at the Medientage page of the radiozentrale web site.