Members Spotlight: Radiocentre

We chatted with Matt Payton, Chief Executive of Radiocentre, to gain insight into the organisation’s work and the world of commercial radio: how its being used to drive growth in multi-platform audio; public perceptions of radio as a media outlet; and the skills partnerships giving young people the chance to access radio workshops.

Who are you and what do you do?

Radiocentre is the industry body for commercial radio – one of the most trusted, creative and effective media channels in the UK. We are the voice of the industry, amplifying its impact and championing its future on behalf of more than 50 stakeholders who broadcast to over 39 million people each week. Our remit also encompasses all kinds of broadcaster-owned and operated audio, including podcasts and on demand streaming services provided by commercial radio. Our mission is to get industry influencers and decision makers to See Radio Differently.

We do this through trade marketing and research on the effectiveness of audio for advertisers; representing commercial radio on policy issues with government and regulators; and ensuring advertising messages comply with content rules.

The range and scope of this work is unique among media trade bodies in the UK. No other single organisation covers such a broad set of responsibilities.

 

What are you currently working on?

Two of our key priorities at the moment are helping to drive further growth in multiplatform audio advertising and securing the best possible operating environment for the industry in the changing media landscape.

Driving growth in multiplatform audio:

A major focus for Radiocentre is accelerating growth in radio and audio advertising – which funds the creative content provided by commercial broadcasters – by demonstrating its effectiveness and increasing awareness of its value among advertisers and agencies.

As listening habits evolve, we are helping reposition the industry from being viewed solely as “radio” to being recognised as a broader multiplatform audio proposition, encompassing broadcast radio, streaming audio and podcasts. Through industry-leading research, events, marketing activity and our Advertising Amplified campaign, we are helping advertisers understand how the combination of broadcast reach and digital targeting can deliver stronger business outcomes.

Securing audio’s future in a changing media landscape:

We’re also focused on ensuring that commercial radio and audio remain accessible, discoverable and fairly represented as audiences increasingly consume content via smart speakers, connected cars and digital platforms.

Our priorities include supporting the implementation of the Media Act’s protections for radio on connected devices with voice assistants, advocating for a modern regulatory framework, and ensuring that audio is properly represented in wider public service media and broadcasting policy discussions. We are also actively working with government on the ongoing BBC Charter Review. Through this work, we are helping create the conditions that will enable commercial radio and audio to thrive for years to come.

 

What has been your organisation’s proudest achievement?

One of our proudest recent achievements was receiving Media Trade Body of the Year at the inaugural Campaign Media Company Awards earlier this year. The award recognises the media owners, publishers and businesses that underpin the UK advertising industry. The judges described Radiocentre as “an outstanding, category-leading organisation, recognised for delivering across a notably broad remit with clarity and momentum.” They also highlighted our work as “highly credible and impactful”, praising its influence, effectiveness and stewardship of commercial radio and audio.

This recognition reflects the passion, expertise and commitment of everyone at Radiocentre, as well as the impact of our work on behalf of the commercial radio and audio sector. One example is our success in securing radio’s place in the Media Act 2024, the first major piece of UK media legislation in more than 20 years, which will help ensure future access to radio.

Together, these achievements demonstrate both the industry’s confidence in Radiocentre’s leadership and our ability to deliver meaningful outcomes that protect and strengthen the future of commercial radio and audio.

 

How is your organisation working to champion EDI within your sector?

A strong commitment to diversity and inclusion is essential for creative media businesses of all kinds. Commercial radio recognises that improving equality and representation is not only the right thing to do but also strengthens creativity, business performance, and the ability to understand and meet listeners’ needs with relevant, engaging output.

We use our platform to highlight and support the work of our members who are driving meaningful change across UK media. For example, Global and Bauer each run distinct training academies that help develop the next generation of media professionals, opening doors for people from a wide range of backgrounds.

We are also proud to champion members who reach and represent diverse audiences across the UK. These include Lyca Radio, Sunrise Radio, and Panjab Radio which serve Asian communities; Fix Radio which caters specifically to tradespeople; Fun Kids Radio which provides dedicated content for children; and Boom Radio which has built a loyal following among older listeners.

In addition, Radiocentre has worked closely with Creative Access to improve opportunities for young people from ethnic minority backgrounds and lower socioeconomic groups, hosting a series of radio masterclasses with the BBC. Across all these efforts, our goal is to ensure that commercial radio reflects the full diversity of the UK, both on‑air and behind the scenes.

 

What are three things you’re loving in your sector right now?

1. Unrivalled choice and quality
The choice and quality of audio entertainment in the UK is better than anywhere in the world. From radio stations offering all genres and eras of music, to speech radio and podcasts providing a deep dive into your interests or stories of the day – delivered however and whenever you want.

2. Audio’s resilience
Despite the explosion of choice, technical innovation and changing audience habits, radio and audio continue to attract huge audiences while also successfully adapting to new platforms and technologies. Remarkably smartphones, smart speakers and connected cars are all helping to expand total listening.

3. The trust audiences place in radio and audio
At a time when trust is under pressure across many media channels, radio continues to be the most trusted medium across Europe (EBU Trust in Media, Sept 2025) and a valued media platform. The relationship and human connection that presenters and stations have with their audiences remains incredibly strong.

 

What does creativity mean to you?

Commercial radio and audio is a hugely creative medium, with broadcasters constantly finding new ways to connect with audiences through storytelling, humour and authenticity – often alongside a musical soundtrack that caters for different moods and contexts. At Radiocentre, we want to help advertisers and agencies use this powerful medium to its full creative potential, recognising and rewarding great work and providing inspiration for anyone working on a new brief. Our research shows that some of the most effective advertising tells compelling stories with relatively simple ingredients: great writing, great production and great ideas, along with consistency across the marketing mix.

 

What’s next for your organisation?

Continuing to represent our members as they navigate this exciting audio revolution.

 

What do you think needs to change in the UK’s Cultural and Creative Industries?

The UK’s cultural and creative industries need an operating environment that keeps pace with changing audience behaviour. There’s no doubt the growing power of global technology platforms, and the future regulation and funding of the BBC will be part of that debate, with the BBC Charter Review and a new Digital Radio & Audio Review important opportunities for us to influence and shape a future in which commercial radio and audio continue to thrive.