Social media in particular are ideal for supporting

[JoynobAkter]

The efforts that radio stations are making to build listener loyalty and increase the time spent with them throughout the day: live broadcasts and video on demand, content designed to encourage conversations and strengthen the community , live engagement even on instant messengers bring together a digital audience that works alongside websites and apps to consolidate and extend the relationship with listeners and create new monetization opportunities through programmatic advertising and co-branded content .


Looking at the list of the top Italian YouTube channels reveals how little radio publishers have thought about a strategy consistent with the platform up to now: only Rai is present in the top 20 with a channel that has about 2.5 marketing with stockholder database million subscribers. The real protagonists of this medium are in fact the YouTubers who play roles similar to the radio speakers and veejays of the 90s (think of YouTube protagonists like "Me contro Te", "Il vostro caro Dexter" and "Luca e Katy"), thanks to tones of voice and editorial plans explicitly designed for the YouTube audience and created thanks to the increasingly advanced communication and editing tools offered by the platform.

The increased attention recently paid by the main national radio stations and some local radio stations (e.g. Radio Globo) suggests that Pulcino Pio will not be the only success that the radio world will be able to develop on YouTube in our country.