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“
news has been replaced by a desire
for content that focuses on
entertainment news, personalities
and events.
RTI has reacted to this trend,
producing dynamic, exciting
programmes that listeners in all our
target areas want to hear. One
highly successful initiative is
‘Children Ambassadors’. This turns
traditional programme-making
ideas on their head, relying not on
professional broadcasters to tell
stories but instead engaging
enthusiastic Taiwanese children to
explain to listeners what life is like
in the country. It’s a new concept,
entirely different from RTI’s
traditional output. But it’s been an
amazing success. We believe that by
introducing children onto our
airwaves, we can attract a new
audience to Radio Taiwan
International that’s keen to learn
and engage.
This reinvention of RTI
demonstrates our commitment both
to radio and to our global audience.
n
RTI’s
audience
tastes are
changing
and we’re
developing
exciting
newcontent
reflecting
these
needs
TI broadcasts to the
world from Taiwan,
the heart of Asia.
Our programmes
go out in four
Chinese languages
and nine foreign
languages, covering the whole of
Taiwan life, from politics to
business, industry to culture,
tourism to history.
The RTI audience is changing
from influential people and those
with a deep interest in democracy
to a broader range of people
interested in finding out more
about Taiwan.
Journalist and TV host Chai Jing,
well known for her documentary
‘Under the Dome’ on air pollution
in Mainland China that became a
viral sensation across the region,
has written that she has been a
listener to RTI at home in Beijing.
And now the arrival of Internet
streaming has opened up our
programmes to the widest audience
ever.
As a broadcaster, RTI has always
put great emphasis on interaction
with listeners – after all, they are
why we are here. To create closer
ties with its worldwide audiences,
RTI has encouraged the formation
of listeners’ clubs over the past few
years.
Today, RTI listeners’ clubs can be
found around the world: Delhi,
Chennai and Kolkata, India; in
Tokyo, Fukuoka and Osaka, Japan;
in Berlin and Ottenau, Germany; in
Kuala Lumpur and Sabah, Malaysia;
in Bangkok, Thailand; in Jakarta
and Yogyakarta, Indonesia; in
Hanoi, Vietnam; in Moscow, Russia
and in Bangladesh. We believe that,
by engaging with its listeners, RTI
can constantly improve its
programming, taking on board
listener feedback and building ever
stronger ties with listeners.
CHANGINGMARKETPLACE
In Taiwan, as in many places
around the world, audience tastes
are changing. The appetite for pure
R
IT’SALLABOUTTHE
t
Radio Taiwan
International
President Weber
Lai with some of
the station’s
Children
Ambassadors
AUDIENCE
18
|
WORLD RADIO DAY 2016
|
CELEBRATING RADIO
THE BUSINESS OF RADIO
|
AUDIENCES