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Amazing how the connections we make on the web can prove so fruitful. Today I was asked to speak to the ´óÏó´«Ã½'s Audience Council for Scotland as members gathered for a meeting in Inverness. It was chaired by ´óÏó´«Ã½ Trustee Jeremy Peat and I was asked to talk about those "hard to reach" audiences, including younger people.

I have to confess I relied heavily on the dialogue I've been having with Jennifer Jones, one of the media students who took part in our recent election day programme. Jennifer is deeply immersed in the future possibilies of Web 2.0 and social networking. She recently let me read her dissertation on the subject.

I cited her as an example of an audience member who now had so much media to choose from and was just as interested in providing content as she is in consuming it.

The presentation seemed to go well and the Audience Council members appeared really engaged and excited by the thought that audio content from radio stations could be reconfigured and made available in online zones for specific sections of the audience. I also suggested that radio broadcasters would have to engage with the whole nature of social networking, so that the content acts as a stimulus for communication between listeners.

As an added bonus I produced of Jennifer - one she had posted recently on her own blog.

There was a bit of a stunned silence at that point.

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