Talkback radio: What does the future hold?

Laws. Jones. Hadley. Hinch. Not only were they titans of talkback radio, they represent the baby boomer version of podcasts.

That’s according to former Labor strategist Kos Samaras, who says listeners trusted what they had to say, because the hosts’ values aligned with theirs.

But Samaras – now a director at political research firm Redbridge – believes talkback radio is going the way of MTV – its popularity as a medium gradually being gazumped by podcasts.

“Most people now, if they want to interact with a type of medium that’s interesting to them, they’ll go and listen to a podcast,” Samaras tells Radio Today.

“And it’s not unusual for those hosting those podcasts – or YouTube formats of them – to encourage those listeners to comment on an interview.”

“Most younger people – I’d say people even well into their fifties – are now just more used to interacting online, consuming information online, choosing the host of a podcast that aligns with their interests, subject matter or values.”

He says whilst talkback as a format worked well with boomers and, to a lesser extent, Gen Xers, podcasts – largely through their spontaneity – are more likely to resonate with the younger set.

Previously, our listening options were limited.

“Talkback worked because, if you weren’t listening to FM, you were tuning into AM,” says Samaras.

“It’s also a format that worked because, when it was at its height, there was no other way you could communicate with someone hosting that program.”

“There was no other way you could interact with it, except to call in.”

“So it’s no surprise that the audience that still finds talkback interesting to tune into is now well into their fifties … but the median age is probably in the high sixties.”

Samaras says Gen Z and young millennials are more likely to curate their own entertainment and prefer the long-form content that podcasts provide, as it enables complex issues to be explored.

“Short grabs irritate them. They are wanting genuine information and long-form conversations.”

“There is also a very strong level of cynicism among younger people towards legacy media – that it has an agenda, that someone else owns it, that clearly it’s there to serve a political purpose.”

Political parties are recognising this trend.

Samaras notes that in the lead up to this year’s Federal Election, Labor targeted the younger demographic by promoting Anthony Albanese via podcasts, often ahead of traditional media.

Podcasts were also produced for the Liberal Party’s campaign.

Samaras suggests a shift towards long-form conversations is the obvious way forward for talkback radio.

In other words, become a radio version of a podcast.

That’s one take on it. Now over to you: How does talkback radio continue to evolve and, ultimately, survive?