The controller of Radio 1 would like people to start thinking of the original on-demand music service as being something as new and trendy as a streaming service, with changes afoot to introduce more exclusive mobile content to see it battle Spotify and Apple.
According to radio boss Ben Cooper, there's to be more of an emphasis on creating things to go on phones than through the radio waves, explaining: "I want the production team thinking just as much about the on-demand, phone-first programming as they are about the live radio programme. That is a huge step-change in terms of a radio station’s thinking and attitude."
Surely radio is all about being live, though, with "exclusive online content" being seen as a mild form of insult. As in, if it's good enough to be on the radio, put it on the radio. If it's a bit rubbish, save it for the web site, call it an exclusive and hope no one notices. Isn't that how it works?
"Spotify and Apple are trying to take our crown of being the place to discover new music," Cooper added. "I have to keep one step ahead of the game. As a radio station we have to think phone first. The globalisation of media and the amount you can invest in an hour of content, I think that is coming to audio next." [Guardian]