Even in 2022, the digital transformation seems to have had comparatively little impact on radio programmes. But as with traffic news and weather reports - radio is being put to the test. Real-time plays the decisive role in people's lives today, smartphones set the new pace, and all linear media have to be measured against it. This has long been recognisable in the already solidified trend towards "On Demand".

Linear radio will continue to be the right medium for the more musically undecided people who want to feel that real people are providing them with entertaining and informative content. But for how much longer? TikTok, YouTube & Co. are increasingly nibbling away at the time allotment of radio listeners, because they are usually also consumed with sound.

Nevertheless, linear and well-designed audio is still popular and has a firm place in the media mix of the 30+ generation. On the other hand, radio (understood as a designed, today cross-media offer) has constant usage and approval ratings and a local anchoring that can offer familiarity and, in the best case, a stimulating home and "trusted filter". As a contrast to the "search fright" of constantly having to choose between new offers on growing platforms.

What are the needs in a digital, overwhelming time? What values can/should media brands convey? Why is branding so important, but also demanding, especially when there is no fully financed structure?