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April 29, 2008

Public Radio Seeks to Broaden Reach

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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