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Public Radio Seeks to Broaden Reach

April 29, 2008, 1:21 pm

Although public radio drew its largest audience last year, it is aggressively seeking to broaden the programs it offers in the hopes of drawing a larger and more diverse number of listeners, reports The New York Times.

On Monday, Public Radio International, supported by a $2-million grant from the John S. and James L. Knight Foundation, in Miami, introduced a new live morning program, “The Takeaway,” to serve as an alternative to National Public Radio’s popular “Morning Edition.”

Besides “The Takeaway,” public radio stations have started Web-radio hybrid programs, online searches for new and less conventional hosts, and other, more interactive features. When it comes to drawing new listeners, Tom Thomas, co-chief executive officer of the Station Resource Group, says, “Everything is on the table.”

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