大象传媒

The future of the 大象传媒 depends on renewing its listener base - but younger people are switching off linear radio and focusing on personally tailored forms of media. So how does the 大象传媒 compete, and what are its strategies for winning over younger listeners?

Andrea Catherwood speaks to Matt Walsh from the University of Cardiff, hears a panel of students discuss their listening habits, and quizzes 大象传媒 Sounds commissioning editor Dylan Haskins and Head of Radio 1 Aled Haydn Jones on what they're doing to try and attract new generations of listeners. She also asks whether the 大象传媒's focus on newer listeners could risk alienating existing, loyal audiences.

And reporter John Rogers goes behind the scenes at youth oriented news podcast Reliable Sauce.

Producer: Leeanne Coyle

A Whistledown Scotland production for 大象传媒 Radio 4