"Young people want news - but differently"
At Swiss Radio Day 2024, Radio Big FM and Radio4TNG will demonstrate how news must be presented to the younger generation in order to remain relevant. Their approaches: more authenticity, more interaction, and the courage to break new ground.
Swiss Radio Day 2024, the largest industry gathering of the Swiss radio industry, provided a platform for the radio makers of today and tomorrow to discuss the future of the medium. Till Simoleit and Sarah Kailuweit from Radio Big FM and Phoebe Lüscher from Radio4TNG were particularly in the spotlight. They spoke about their approaches on how news can be prepared in such a way that it becomes relevant for young people again.
Big FM: News for the social media generation
Till Simoleit, Program Director at Radio Big FM, spoke about the challenges of reaching young target groups with news. "Today's young generation no longer wakes up with a radio set, but with their smartphone. They get their news on social media, often fragmented and unreliable," explained Simoleit. For Big FM, this means that news needs to be thought of differently.
Sarah Kailuweit, Head of News at Big FM, has therefore developed a new concept: "We start every hour with a trend outlook from social media. Short, concise information that is explained and categorized in 8 to 10 seconds." These new formats are intended to show that what is trending on social media can also have a place in the news.
Kailuweit gives two examples: "Currently, the hashtag #AllGirlAesthetics is trending on TikTok - clips full of cozy content, rolled socks, favorite tees and feel-good series. It seems trivial, but it reflects the reality of many young people's lives." She continues: "The second example shows that even politically charged content circulates quickly. A manipulated photo showing US politician Kamala Harris in the wrong context went viral online. We pick up on reports like this to educate our young audience about the creation and spread of fake news and to show that we are on the same level as them."
The social trends are followed by short world news items and a thematic conclusion that focuses on current cluster topics such as climate, music or tech news. "The aim is to design news in such a way that it is relevant and easily accessible for young people," says Kailuweit. The new news structure was initially viewed critically by the team, but everyone is now convinced: "We reach our target group because we talk to them and not about them," adds Simoleit.
Radio4TNG: Authenticity before perfection
Phoebe Lüscher from Radio4TNG, a non-commercial youth radio station from Switzerland, takes a similar approach, but places particular emphasis on authenticity. "We have to speak the way we do in everyday life. If a 'shit' comes out, then that's how it is," explains Lüscher in the interview. For her, it is important that radio producers stay close to the lives of their young listeners. Topics such as sex, drugs or mental health must not be excluded, because they are part of the target group's reality. See and hear what else Phoebe Lüscher has to say in the interview.
Lüscher emphasizes that Radio4TNG has made it its mission to be the voice of the younger generation. "We talk about everything that moves young people, without taboos and at eye level," she says. Her aim is to offer young people a platform on which they can find themselves - without the pressure of having to be perfect. "We broadcast content that interests young people and do so in an authentic style that corresponds to their language," says Lüscher.
Conclusion: The radio industry must become bolder
The appearances by Sarah Kailuweit, Till Simoleit and Phoebe Lüscher at the Swiss Radio Day show that the future of radio lies in new approaches. It's about being courageous, rethinking formats and understanding the lives of the younger generation. Big FM and Radio4TNG show that it is possible to reach young people with news - if you are prepared to adapt to changing listening habits.
