The greatest challenge for radio broadcasters today is reaching young audiences. The behavior of radio listeners has dramatically changed over the past decade. Today's young listeners don’t own radios. Instead, they are using mobile devices to connect with the world. The smartphone is their central communication and entertainment medium.

Staying on top in a highly competitive radio market where listeners’ attention is not only divided among several other stations, but also a growing array of digital options for enjoying music and accessing news, was a daily challenge for Go Media.  

Radio broadcasters of today are very aware of the changing media landscape. Radio listening time is decreasing, especially among younger listeners who prefer consuming radio using multimedia devices such as mobile phones, tablets or computers to traditional radio sets. According to respected radio futurologist James Cridland  (www.radioiloveit.com), young listeners still tune in to radio, but for a shorter and shorter period of time. The challenge is thus to keep radio relevant for young listeners in a multimedia platform world.