Whereas podcasts travel well abroad, Times Radio has a domestic focus in Britain. For this reason, some people detect a political motive
spread across the kitchen table. From June 29th Britons will have the option of listening rather than reading as they chew their bacon, as Times Radio begins to broadcast for 20 hours a day during the week and 19 at weekends. Listeners can expect “quality, expertise and warmth”, promises Stig Abell, fresh from a 4.30am start to record a pilot of his breakfast show. The commercial aim is to warm them up to subscribe to the newspaper.
As readers have become less willing to pay for news, papers have tried alternative formats. Until recently the main hope was video. Seeking advertising and prominence in Facebook’s news feed, papers piled into making short films. But video was “particularly unsuited to the way that journalists actually look”, says Claire Enders, a pitiless analyst. “Some of them did the most ridiculous turns.
Podcasts are ubiquitous . But Times Radio, with its all-day broadcast on digital radio, is a bigger venture. It brings opportunities: live radio has an energy that is hard to conjure in podcasts, and allows reaction to unfolding events. British radio listening is up during the pandemic, growing by 24% in March, according to
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