By Buhle Mbhele

Jacaranda FM CEO, Kevin Fine talked the audience through content economy and the power of building a digital relationship with its audiences.

Fine explored ways of understanding content, its audience and the extent at which people have embraced it. He explained that content is not a particular concept that needs specific distribution, but that it can vary and be spread through various platforms.

“I have become a manual data analyst,” Fine said, elaborating more on adding social media as part of content. He further added that the social media economy is detrimentally affecting radio.

However, with the effect of social media, encourages the radio broadcast medium to evolve within the ecosystem and the ability to compete.

Fine closed the session with these sentiments “you have to be multidimensional; your content needs to have high incentive and a call to action.”