A HYBRID IRISH LANGUAGE RADIO SERVICE FOR 15-34 AGE GROUP

Phase 2 Qualitative Research Study - November 2022

Conducted by Bricolage on behalf of: Broadcasting Authority of Ireland, Foras na Gaeilge and Department of Tourism, Culture,
Arts, Gaeltacht, Sport and Media
 CONTENTS
1 Project Context 03
2 The Wider Context 09
3 The Content Landscape 15
4 Content-Consuming Personas 21
5 Irish Language Audio + Radio Content Consumption 30
6 Irish Language Audio Content Opportunities 49
> > What Content Do Listeners Want To Hear?
7
7 Irish Language Audio Content Opportunities 70
> > Where Might Future Audio Content Live?

8 Irish Language Audio Content Opportunities 73

> > How Can Engaging Content Be Delivered?
9 Summary + Recommendations
85 2
1. Project Context

3
OBJECTIVE

The Mission:
Provide an in-depth and actionable
understanding of Irish-speaking youth
listeners, their content preferences and
audio listening habits - in the context of
considering the development of a new Irish
language radio station
This research uncovers the white-spaces
and opportutunities relating to a a new
hybrid radio station with an emphasis on
Irish language conversation.

4
APPROACH

The Methodology

AUDIO CATEGORY AUDIT FUTURE-FOCUSED INTERVIEWS ETHNOGRAPHIC DEEP DIVE

WITH 6 EXPERTS WITH YOUNG IRISH
LISTENERS + FOLLOW UP
INTERVIEWS

+ +

Audit of current offerings in the Experts with a range of Ethnographic tasks via online
audio content space, as well as specialities, including television, platform as well as follow up
relevant examples from the wider radio, social media and content interviews with platform
sphere of content. creation. participants.

5
KEY QUESTIONS

Key Topics and Questions for this Research:

GOAL: A rich understanding of 18-34* cohort and their full media consumption to uncover gaps and emerging
opportunity spaces for a new radio service + audio platform

Explore what content young Explore what works well and less Explore the emerging opportunity
people are listening to and well with current offerings: spaces for a new youth focused
engaging with: radio service / audio platform:
- Audit of current Irish-language radio
- Overall media: The content and brands offerings: Raidió Rí-Rá, Raidió na - Learnings for new platform: What can
they engage with across media - both Gaeltachta and Raidió na Life. What be built on from current audio content
in any language and as Gaeilge elements of the brand and content available
offer appeal vs. less so? What elements
- Audio / radio content specifically: of these stations engage a youth - Gaps and opportunity spaces for a
Current consumption of audio content; audience? new platform: What’s missing in the
Appeal of different types of audio youth focused audio space? What
content - what draws them in? What spaces can a youth focused audio
would they love to see in the future - platform as Gaeilge own? What would
for both personal / social be engaging non-music audio content
consumption? as Gaeilge?

Note: It was decided collectively to focus on a sample aged 18-34, rather than 15-34, due to requirement for parental consent amongst younger age
bracket 6
EXPERTS
APPROACH

The Six Experts Engaged With:

ALED JONES CIAN GRIFFIN CAOIMHE NÍ

CHATHAIL
Founder of Y Pod - Irish influencer.
Welsh language Content creator. Host of BBC Two’s
podcast hub. Social media ‘Croí na Ceiste’.
Previously BBC personality. YouTuber. TG4
digital products presenter.
(Radio Cymru, BBC
Sounds)

DONAL DINEEN LORETTA NÍ GHABHÁIN SIÚN NÍ DHUINN

Irish DJ, radio + TV Presenter of ‘Beo ar
presenter, Founder + director of Éigean’ podcast. Co-
photographer + Lorg Media. Digital founder of bilingual
filmmaker. creator + social media online website, ‘As
Presenter of ‘Make consultant. an Nua’. Content
Me an Island’ creator.
podcast.

7
LISTENERS

The Irish Language Audio Listeners We Heard From:

6 of the 19 Irish Language Audio Listeners who participated in this
research: 19 AUDIO LISTENERS, BASED IN BOTH
GAELTACHT + NON-GAELTACHT AREAS

A MIX OF NATIVE IRISH SPEAKERS + NON-

NATIVE BUT FLUENT IRISH SPEAKERS

ALL GEN Z OR YOUNGER MILLENNIALS -

AGED 18-34 (Note: sample weighted at the
ÁINE BRIAN JACK younger end of age bracket)

A MIX OF AVID RADIO LISTENERS,

MODERATE RADIO LISTENERS + PODCAST-
FIRST LISTENERS

ALL ENGAGING WEEKLY WITH IRISH

LANGUAGE AUDIO CONTENT - INCLUDING
COVERAGE OF RAIDIÓ NA GAELTACHTA,
RAIDIÓ RÍ-RÁ AND RAIDIÓ NA LIFE,
CIAN LEAH ÉADAOIN
8
2. The Wider Context

9
THE WIDER CONTEXT

Audio is rising! Five dimensions to take note of:

AUDIO IS AN ENTER THE ERA OF PODCAST GEN-Z ARE FLOCKING

IMPORTANT PILLAR OF THE SMART AUDIO
AUDIO BASED SOCIAL COMMUNITIES GROW TO AUDIO CONTENT AS
THE NEW MEDIA HOME TECH
MEDIA & HYBRID FROM NICHE A PERSONAL
ECOSYSTEM GENERATION
CONTENT BEGINNINGS DEVELOPMENT TOOL

Audio is becoming a key In recent years we have seen Smart speaker adoption has Podcasts allow creators to Podcasts are seen as a source
channel. As the lines blur growth in this area - with taken off in the US. 100 talk about any topic, of both inspiration and self
apps like Clubhouse and
and cross pollination million US people are now attracting new, younger + development. 62% of 18- to 24-
Twitter Spaces bringing in a
occurs, new media estimated to own at least 1 more diverse audiences to year-olds said they turn to
new audio focused social
ecosystems are formed media era where the content smart speaker. Those that topics of niche interests. podcasts to get answers to
spanning original podcasts, is voice centric and own a smart speaker were Some of the fastest growing personal questions before
brand-curated playlists, temporary rooms are set up more likely to have multiple niche topics include: talking to their families or
and audiobooks, along with for people to have live devices across their home as Wrestling, Stand Up Comedy, friends. While one in five people
live, programmed and user- conversations.
the trend enters the Earth Sciences, After Shows who live in inner UK cities say a
generated video. mainstream. for TV & Film, Animation & podcast has inspired them to 10
Manga. change careers.
CONTEXT
SUMMARY
THE WIDER CONTEXT

AND WITHIN THIS CONTEXT, IRISH

LANGUAGE AUDIO CONTENT IS FIRMLY IN
DEMAND

11
THE WIDER CONTEXT

Why is Irish Language Audio content in demand?

THERE’S A
RISING TIDE OF
THERE’S ENERGY
QUALITY CULTURAL BEHIND A
CONTENT COOL REFRAMING OF
IS IN SURROUNDING IRISH FROM
DEMAND THE IRISH BURDEN TO
LANGUAGE & OWNERSHIP
LACK OF
CONTENT

Content today is held to high standards as the Groups like Kneecap have raised the bar when it
comes to cultural energy surrounding the Irish Amongst the younger generation, there has been
means of production have been democratised.
language. a reframing of the Irish language from a burden
(let’s keep this alive), to this is ours to enjoy
The production of professional content is called
Pivotal to the proliferation of the language is credible (meaning a sense of ownership & momentum).
for in an era of amateur producers that self
promotes online. opportunities to speak Irish outside of a school
setting. There is a growing appetite to have a more
present set of Irish language media options that
Well spoken Irish is sought after alongside
Social media is now the biggest hub for facilitating stand shoulder to shoulder with English
contemporary topics.
this growing connection. counterparts. 12
THE WIDER CONTEXT

Why is Irish Language Audio content in demand?

- Verbatim Quotes

Audio Listeners Experts

“Irish is trendy now. You used to be mocked for being a cainteoir at “It’s also noticeable in terms of how people feel about Irish culture and
home. Like, you see it in music; the Fontaines D.C. have a song. They Irish music. There’s been more than just revival, it’s been really like a
see Irish is trendy so they banged an Irish title in there and people love revolution. We’re taking ownership of things. There is a pride there”
it” - Donal Dineen, Radio Presenter
- Rút, Mainstream Native Irish Speaker
“Whether it’s audio or visual, we have a weird thing in this country
“Irish content is definitely more trendy than it would have been a few where we have a weird affection for content that comes out in Irish.
years ago. It all comes back to things online and through media Whereas if it came out on RTÉ in English, people wouldn’t like it”
becoming more popular. There’s a lot more people sharing content” - Siun Ní Dhuinn, Beo ar Éigean Host
- Colm, Mainstream Native Irish Speaker
“Irish language content was so niche back then, but now it’s so popular
“It’s just easier to surround yourself with Irish today - Múinteoir Meg or - there’s Twitch, YouTube, podcasts and Instagram. You also have
Gaylgeoirí. There’s lots of podcasters in Irish out there today - Gael influencer culture and they’re influencing people to speak Irish”
Gals - BLOC” - Caoimhe Ní Chathail, BBC/RTÉ Presenter
- Helena, Passionate Native Irish Speaker

13
THE WIDER CONTEXT

What we’ll look at in this deck is:

>> WHAT content >> WHAT content >> And HOW might
are Young People would they like to this content be
currently engaging see in the future in packaged or
with, more widely terms of Irish delivered?
and in Irish Language Audio? Including what
Language Audio would this feel like
content if it were a new
specifically? Radio Station?

And surfacing opportunity spaces across these themes

14
3. The Content Landscape

15
CONTENT LANDSCAPE

Everything is now Content

- Rather than separate programmes, channels, mediums etc

Whereas media traditionally came from a handful of

broadcasters, we live in a time when anyone can be a
content creator.

And what were previously divided categories - TV,

Radio, Social Media, Literature - have become much
more blended.
Image from Neverending
Gen Z in particular (aged 26 and under) are the first Content Exhibition by
Artist Ben Fearnley
generation of digital natives (i.e. they’ve always been
online), so this blurring is natural to them.

And content truly is king, as we see that in the lives “These days, there's different ways of making content available to people. So
of our respondents. It’s an elemental feature of the that ease of access that people have, to be able to listen to one after the other;
environments they live in. they're completely different to how it was. It's the same with with TV shows
where you discover something, and pretty much immediately you can watch
everything. That has completely changed people's approach to how they
consume things”
- Donal Dineen, Radio Presenter
16
CONTENT LANDSCAPE

Dominant content consumption for age 18-34

= Non-Linear (i.e. on demand + not live)
Non linear content is accessed by diverse
A EXAMPLE CONTENT DAY-IN-THE-LIFE:
platforms and technologies and consumed on-
demand. - “I like listening to upbeat music to set me up for the day and start
As such, it’s tailored to individual needs - my day on a positive note. I'm currently loving Sondre Bjelland's
schedule, time, device, location, mood etc. cover of Everybody's Changing by Keane on Spotify”
- “Once I reached work, I turned on Raidió na Gaeltachta. I wasn't
Streaming Services: entirely tuned in for the full day, but it is still nice to have Gaeilge in
Netflix, Amazon and Disney+ mentioned frequently across the background of the workplace and secures our place as an áit
respondents. oibre Gaelach”
RTÉ, TG4 player also used to catch up on favourite shows that have - “TikTok is also a nice way to tune out and really take a break on my
been missed. lunch as the content is tailored to me”
- “I find that TikTok is very good for keeping audiences in the loop
Social Media: with current affairs and celebrity drama”
Tiktok, Instagram, BeReal and to a lesser extent, Facebook, widely - “I watched Molly-Mae's pregnancy announcement video - a very
accessed on a frequent basis throughout the day. exciting watch indeed!! I find YouTube really captures my interests
Finely tuned personalised feeds of bitesize content feature across our a lot better than live TV as there are so many options available”
respondents diaries - the vast majority in English. -Áine

In this frame, new content discovery is a constant 17

CONTENT LANDSCAPE

Like magpies, this age group find content ‘leads’ almost

everywhere…

SPOTIFY ADVERTISEMENTS CELEBRITY INSTAGRAM ACCOUNTS FRIENDS AND FAMILY

YOUTUBE / SPOTIFY PLAYLISTS FESTIVALS MOVIES AND TELEVISION

18
CONTENT LANDSCAPE

For our respondents, the content that engages them is

increasingly wide + eclectic - and this has only grown since Covid
Millennials and Gen Z prioritize self expression
and are increasingly fluid when it comes to
norms around attitudes, politics, and gender / “Today I listened to some Reels
sexuality. about various topics through
Facebook and Instagram. They
have a broad range of topics, and
Media content ‘tastes’ are also impacted here.
the feed is sort of randomly
Across our respondents, there’s a huge appetite selected. I skip ones I'm not
for broad and diverse content from a widening interested in and listen to the
media ecosystem. ones I like. Plus, they aren't very
long which is great”
The internet plays a pronounced role here - Seán’s Media Diary
providing access to anything and everything.
And with the massive increase in media
consumption during Covid 19, more time alone at
home facilitated a deepening of niche interests.

In a time when taste fluidity signifies self expression, going deep and wide with content is the norm. 19
CONTENT LANDSCAPE

Here’s a flavour of some of the content our respondents

are engaging with currently >>

20
4. Content-Consuming Personas

21
CONTENT PERSONAS

Irish Language content features on a daily basis

for all our respondents
Irish language content is a daily part of our respondents’ WHAT THEY’RE TUNING IN TO:
media ecosystem.
TV PODCASTS
- All tune into the mainstay broadcasters (TG4, RnaG) for flagship
news and current affair shows - often live. TG4 Nuacht Beo ar Éigean
GAA Beo Bladhaire
- Many engage with radio, often for background listening. Podcasts Ros na Rún Gaeilge Bhriste
such as Beo ar Éigean and Bladhaire, and streaming services (e.g.
TG4 player, RTÉ player) are popular though respondents say they AUDIO SOCIAL MEDIA ACCOUNTS
would like to see a wider variety of content and genres.
Na Seansálaithe - R Rí-Rá BLOC TG4
- They highlight that non-linear social media Irish language content is Bladhaire - RnaG Múinteoir Jane
harder to come by e.g. in the form of Instagram Reels and TikTok Cartlann Bhóthar na Léinsí Ciara Ní É
- RnaG Hugh Carr
videos.
Gaelgals Séaghan Ó Súilleabháin
Barrscéalta - RnaG Gaylgeoirí

The Irish Language media ecosystem is tethered currently to more traditional broadcasters
= linked to national slant (vs. international) and serious (vs. lighthearted) content 22
CONTENT PERSONAS

Three Personas that help to characterise respondents’

relationship with Irish Language Audio content:

The The
The
Passionate Mainstream
Earnest
Native Native
Learner
Speaker Speaker

Note: Differences have been emphasised for the purposes of analysis -

not everyone engaged with fits exactly into one persona
23
CONTENT PERSONAS

PERSONA #1: The Passionate Native Speaker

Actively invested in the future of the Irish language

Motivated to:
Use content as a vehicle to maintain a connection with their birth language, with their communities,
families, and homes (NB: They are more likely to have moved away from their place of birth, and looking to
stay connected); Support Irish language media, and through it, the future of the Irish language.

Current Irish Language Content Habits:

Traditional Irish culture and heritage; Irish language as a topic itself. Will also explore newer cultural
expressions through Irish (e.g. Kneecap, Ciara Ní É, The Gloaming) as long as Irish is of high quality.
Likely to say: “I'm in the Irish society
on campus in college and it’s part of
Content Needs: Language Needs: our job to promote the language.
There's a lot of young people coming to
Open to a wide variety of content in Irish. Highly discerning when it comes to the events with no Irish or those who aren't
If the Irish is high quality, they are willing to quality of the Irish language they confident enough in speaking it. But
compromise on content (this is a result of the consume. Ideally want to listen to Irish they still come to the events and it's
range of other emotional drivers behind their spoken by native speakers, although they really nice to see” - Leah
decisions to consume Irish language content). are willing to be flexible if the standard is
high.
24
24
24
CONTENT PERSONAS

PERSONA #2: The Mainstream Native Speaker

A strong connection to spoken Irish in daily life but who are not
activists in the area

Motivated to:
Engage with Irish language content in so far as it is a normal and useful part of their day to day lives.
As with the Irish language, their engagement is typically more passive - taken for granted as a natural
part of their environment (NB: they are more likely to live in / near their place of birth).

Current Irish Language Content Habits:

Local news and local interest stories; GAA. Note: they are more exploratory than this in their content
consumption more widely in the domain of English language content.

Likely to say: “We want to see what

Content Needs: Language Needs: we see in English, that’s what the
emphasis is. That’s all we want. We’re
Less likely to compromise on quality of content in High quality Irish is necessary to keep looking for simple things like that, like
order to consume it in Irish. Of the personas, the them engaged with any Irish language ‘Come to work with me today’ vlogs.
most discerning content wise; they seek the content. Ideally want to listen to Irish We’re not looking for above and
beyond, just what’s available in
quality and variety of content that is freely spoken by native speakers, although they
English’” - Patrick
available to them in English. They want good are willing to be flexible if the standard is
content for good content’s sake. high.
25
25
CONTENT PERSONAS

PERSONA #3: The Earnest Learner

Non-native speakers who are passionate about improving their Irish
language skills + interested in promoting the wider use of Irish

Motivated to:
Improve their language skills - they are partially using Irish language content as a means of self
improvement; support Irish language media and the future of the language; use Irish language
content to connect with and be part of a wider community of Irish language speakers.

Current Irish Language Content Habits: Likely to say: “I listen to Irish

Typically more drawn to more modern expressions of Irish language culture (e.g. Beo ar Éigean, language content just to support it”
Múinteoir Meg, Ciara Ní É). Versus the other personas are less likely to (live) tune into the main Irish - Áine
language broadcasters (Raidió na Gaeltachta or TG4).

Content Needs: Language Needs: Likely to say: “Is fearr liom

podcraoladh Gaeilge toisc gur
Less discerning when it comes to Irish High quality Irish is important to them as mothaíom go bhfuil mé ag cur le mo
language content given the various drivers they use content as a vehicle to improve chuid Gaeilge agus gur fiú” - Éadaoin
behind their consumption. Open to a wide their language. However, they sometimes
variety of content in Irish - using a different find native speakers’ dialects difficult to
yardstick to evaluate Irish language content understand and are the most open to Irish 26
versus English content. spoken by non natives.
CONTENT PERSONAS
Content Landscape

Their discerning content and language needs make

Mainstream Native Speakers the hardest to please
More Discerning
Content Wise

Mainstream
Native
Speakers

Less Discerning More Discerning

Language Wise Language Wise

Earnest Passionate
Learners Native
Speakers

Less Discerning
Content Wise 27
CONTENT
APPROACHPERSONAS

There’s some division between audio content that

engages Learners vs. for Native Speakers

“The learners will always say they need more content, which is interesting. But that is
something that comes up a lot - not all content is created for learners and some
learners can feel that makes the language exclusive. It’s really hard because, of
course, it's exclusive because it's not for you. You know, there has to be some content
that's not for learners. We've had that a few times people listening to Beo Ar Éigean
and say just that ‘you're talking too fast’ or, you know, ‘I don't like that content’. ‘That
content is too hard for me’. And we're like, ‘we're not here to help you learn Irish’. We're
happy if you learn Irish from us. However, we weren't built as a learning platform” -
Siún Ní Dhuinn, Beo ar Éigean Host

28
CONTENT PERSONAS

ONE WAY TO ADDRESS THE PERSONAS IS

LOOK TO PROGRAMME A VARIED AUDIO
SCHEDULE…

BUT, MEETING THE NEEDS OF MAINSTREAM

NATIVE LISTENERS - THE LEAST WELL SERVED
CURRENTLY + HARDEST TO PLEASE - SHOULD ALSO
DRAW IN OTHER LISTENERS…
29
5. Irish Language Audio + Radio
Content Consumption

30
IRISH LANGUAGE AUDIO

Two key types of Audio Content = Radio + Podcasts

- But it’s a wider and increasingly blurred sphere

KEY CONTENT TYPES: Example (Podcast / Video)

- Radio
- Podcasts

OTHER AUDIO CONTENT TYPES:

- Music
- Social Media
- YouTube / Video - including of Podcasts / Radio shows
- Audiobooks - two of our sample were fans / listeners
Blurring example: The
Pretty Basic Podcast
lives in both video and
audio formats

31
IRISH LANGUAGE AUDIO

And these different content types involve different

forms of listening:
RADIO PODCASTS
for ENTERTAINMENT for IMMERSION In a 2022 report by
>> More Passive + Social >> More Active + Personal Spotify, 80% of Gen Z said
that audio allows them to
explore different sides of
their personality.
Primarily a backdrop to daily life - Primarily a ‘lean in’ occasion - where
lots of in car + background listening, people actively listen
including listening with others
More of an expression of personal
But with some, more dynamic taste and interests and on occasion
engagement with ‘live’ radio more about learning

Additional Sources: Oxford/Reuters (2019), iHeartMedia (2022)

These FORMS have different implications in terms of supporting the Irish language amongst younger cohorts:
E.g. Sense of connection + normalisation (Radio) vs. Engaged + viral listening (Podcasts)
32
IRISH LANGUAGE AUDIO

And these different content types involve different

forms of listening: Verbatim Quotes
RADIO PODCASTS
for ENTERTAINMENT for IMMERSION
>> More Passive + Social >> More Active + Personal

“Once I reached work I turned on Raidió na Gaeltachta. As I had a “I like listening to podcasts rather than the radio because there
few meetings today this was definitely more passive listening and I is no ads and I'm in control of the content”
wasn't entirely tuned in for the full day, but it is still nice to have - Philip O’Callaghan, Non-Native Irish Speaker
Gaeilge in the background”
- Áine, Non-Native Fluent Irish Speaker “Most people my age would connect Bluetooth in the car and
play podcasts or music on Spotify rather than the radio”
“I listened to the News on RnaG around lunchtime as it was already - Leah, Passionate Native Irish Speaker
on in the kitchen”
- Colm, Mainstream Native Irish Speaker “I’m not the biggest radio person but I listen to a few podcasts -
a lot of my friends listen to podcasts. I listen to it when I'm out
“D'éistíos le nuacht a haon ar raidió na gaeltachta inniu sa mhótar. on a walk”
D'éistíos leis mara go bhfuil suim agam i gcúrsaí reatha agus i - Rút, Mainstream Native Irish Speaker
scéalta an lae. Is maith liom éisteacht leis an raidió sa mhótar toisc
é a bheith praicticiúil”
- Liam, Native Irish Speaker 33
RADIO >>

Images shared by participants on the online

platform
34
CURRENT IL RADIO

Raidió na Gaeltachta: Part of the

fabric of daily life for native speakers
DOING WELL: WHERE THERE’S LESS APPEAL:

Irish seen to be particularly Seen to be aimed at more mature

polished - for native audiences - overall feels very focused
speakers particularly, this on culture and heritage which doesn’t
is important appeal to everyone. Seen to lack youth
content and felt that certain topics are
Competes / stands up to felt to be ‘taboo’.
large English language radio
stations - including Alongside being aimed at older “Is é "An Taobh Tuathail" le Cian Ó Cíobháin an clár raidió is
seasoned, sometimes high audiences, for some non-native fearr sa tír. S'é an t-aon chlár amháin ceoil ar an raidió go
profile presenters speakers it feels like it caters to the feidir liom éisteacht marb bíonn an ceol a phiocann sé
Gaeltacht population only. The accent amach thar barr ar fad. Táim ag éisteacht leis ó bhíonn 16
A number of highly rated can be hard to understand. nó mar sin. Is é an bua is mó a bhaineann le Raidió na
shows mentioned again and Gaeltachta ná go bhfuil saibhreas ceart teangan ann agus
again across respondents: A watch-out: Holds affection / ní bhíonn rudaí áiféiseacha á phlé acu” - Rút, Mainstream
Bladhaire, An Taobh nostalgia amongst native speakers but Native Irish Speaker
Tuathail, Saol Ó Dheas etc. with exception of content highlights,
risks not driving true youth 35
engagement
CURRENT IL RADIO

Raidió na Gaeltachta: Verbatim Quotes

“I really enjoy Áine Ní Bhreisleáin's work, particularly on Bladhaire, as the show is aimed
towards the younger generation. Generally RnaG could make use of more content for “Sílim go bhfuil RnG dírithe ag seanóirí na
young adults and discussing more relevant topics i.e. pop culture. This kind of content Gaeltachta. Ní éistim le ceol trad. Sílim go
is available elsewhere, however not to the same highly produced and well-delivered bhfuil blas na léiritheoirí an laidir agus
standard” - Áine, Earnest Learner uaireanta ní thuigim iad” - Éadaoin, Non-
Native Irish Speaker
“Is é RnaG an stáisiún is fearr liom. Tá mórán cláracha suimiúla ar fáil le cainteoirí
dúchasacha agus le Gaelainn d'ardchaighdeán le clos. Is maith liom An Saol Ó
Dheas, Togha agus Rogha agus Nuacht an Deiscirt toisc gur cláracha áitiúla iad i “RnaG is in a different realm to others. It’s more
gCorca Dhuibhne. Tá láithreoirí iontacha ag rnag le scileanna proifisiúnta comparable to Newstalk; it’s more serious”
eagarthóireachta, cumarsáide agus taighde. Ba mhaith liom níos mó cláracha a - EXPERT
chlos dírithe ar dhaoine óga, cláracha go ndéantar cumarsáid le ógánaigh timpeall
na tíre mar shampla. Is iad na láithreoirí is fearr liom ná Helen Ní Shé agus Pádraig “RnaG are brilliant at current affairs but the light
Ó Sé. Bainim taitneamh as Togha agus Rogha gach Sathairn go háirithe an rogha stuff just isn’t there. We need some lighter Irish
ceoil agus na duaiseanna a bhronntar má sheolann tú teachtaireacht isteach” - content” - EXPERT
Liam, Native Irish Speaker

36
CURRENT IL RADIO

Raidió Rí-Rá: Known for youth content but

lacking some credibility across native speakers
DOING WELL: WHERE THERE’S LESS APPEAL: Note: Not all participants are aware of more recent
scheduling changes and therefore feedback was
Across respondents is known shared based on prior perceptions + experiences, vs
and appreciated for catering to A strength for some, but seen as more recent experiences
younger audiences music focused - and some seeking
more conversation / other content
For non-native speakers esp, it
has a level of accessibility - with Limited live content
some tuning in to both improve
their Irish, and tune into Some native speakers feel some
lighthearted content and Irish language is less polished -
modern music which as seen earlier can put some
off listening
A number of shows that hold
appeal to both learners and Though known to be for young
native speakers: including Seal people, social media presence
le Seán expected to be stronger than it is 37
CURRENT IL RADIO

Raidió Rí-Rá: Verbatim Quotes

“I enjoyed the focus on younger audiences and music which was trending. “I think they could include a bit more live content as a lot of
I enjoyed the conversation shows which spoke to Irish speakers from their shows are pre-recorded, although I understand this is
around the country. The radio channel plays good music but I would not always possible due to a lot of their broadcasters being
prefer to hear more native speakers on the shows, the Irish sometimes students. My favourite slot on Rí-Rá is Seal le Seán by Seán
can be very basic. I enjoyed the show 'Seal le Seán' the most due to the Ó Dubhchon, a good friend of mine” - Áine, Earnest
interesting conversations with guest speakers” Learner
- Liam, Native Irish Speaker

“Although I am currently a listener to Raidió Rí Rá, I would not sing my “With Radió Rí-Rá, I think it’s just the closest thing to Gen Z
praises about the station. What draws me to Raidió Rí Rá is the Irish as possible… but I’d say it’s produced by Millennials for Gen
language itself. I think the station could promote itself better for young Z” - EXPERT
people. A huge push on social media would benefit the station hugely.
This is where young people get most of the audio content they listen to “I think people feel Radió Rí-Rá is Dublin centric. It has to be
from. Instagram Reels and TikToks would be a huge influence here” accessible everywhere” - EXPERT
- Jack, Non-Native Irish Speaker

38
CURRENT IL RADIO

Raidió na Life: A Dublin station seen to be aimed

at non-native speakers Note: Feedback is shared here noting that this is a
community run / volunteer staffed Radio Station -
DOING WELL: WHERE THERE’S LESS only that has limited awareness outside of Dublin -
APPEAL: so again some elements based more on perceptions
Across respondents is vs. direct experiences
known to cater to younger As might be anticipated, limited
audiences awareness outside of Dublin -
lacks visibility / brand
Mo Cheol Thú mentioned recognition
numerous times as a
highlight… As with Raidió Ri-Rá, some
native speakers feel Irish
Some respondents say that language spoken is less
it feels particularly creative polished and therefore would
turn them away

39
CURRENT IL RADIO

Raidió na Life: Verbatim Quotes

“I don't listen to it too often, but some of the programs are very good, “I am a big fan of Seán Ó Dubhchon's show 'Mo Cheol Thú'
like Emma Ní Chearúil and Sinéad Ní Scolaigh. I think it's a bit more on Raidió na Life as I think it's a great idea and I love
creative than Raidió Rí-Rá, which is good. However, the station has hearing other people's tastes in music. I tend to listen to
the same problem as Raidió Rí-Rá regarding the Irish language and these via Soundcloud rather than the actual station
the lack of accurate Irish on some of the programmes. Again, there is however, and I don't listen to anything else on Raidió na
no charge on anyone in particular for this, but proper funding needs Life. I can't say I have any perception of the station”
to be made available. Do the right thing and do it right, as the saying - Áine, Earnest Learner
goes. Doing things carelessly or disorganised is no good” - Helena,
Passionate Native Irish Speaker
“Radio na Life is really cool. Like, it's really niche. Some of the
“Ní bhíonn mórán suime agam bheith ag éisteacht le leithéidí Raidió stuff that they put on, you wouldn't hear anywhere else, like a
Rí-Rá agus Raidió na Life mar is Béarla Bhláth Cliath a bhíonn acu go jazz morning on a Sunday morning. However, I don't really think
minic agus bhfearr liom féin Ghaelainn Chorca Dhuibhne” - Rút, they're out in front of the public like they should be if you know
Mainstream Native Irish Speaker what I mean” - EXPERT

40
CURRENT IL RADIO

Based on Perceptions of Current Radio Provision, there’s

Space for a New Irish Language Radio Offering
More Leading Edge

OPPORTUNITY
SPACE FOR NEW
YOUTH FOCUSED
RADIO OFFERING
Lesser Higher
Quality Quality
Irish Irish

No single current radio station

appeals across the different persona
types identified in this research
More Conventional 41
IRISH LANGUAGE RADIO

NOTE: Some concerns were raised for the future of radio,

particularly by experts

“Photography went from being something that was a niche

“One of the most depressing things getting close to thing where some people did it to what everybody does all
commercial radio is from 1997 to 2011 you the time…. and then radio has gone the opposite direction
witnessed the arc of its demise” where it was a thing that absolutely everybody connected
- Donal Dineen, Radio Presenter with. And now it's something that has become, again, almost
like a niche choice, you know”
- Donal Dineen, Radio Presenter
“Not many people listen to live radio under the age of
25 I’d say”
- Cian Griffin, Social Media Personality
“I really don’t think much 18 to 25 year olds are
listening to radio”
- Siún Ní Dhuinn, Beo ar Éigean Host
“If you go down the radio route there would be
stakeholders involved who would want the
sports, the news and the travel - those are “Most people my age would connect Bluetooth in the car
costly” and play Spotify rather than the radio”
- Aled Jones, Creator of ‘Y Pod’ - Leah, Passionate Native Irish Speaker
42
IRISH LANGUAGE RADIO

But for Irish Language

Radio in particular, the
communities that it can And this doesn’t diminish
nurture and support, the appetite that there is for
especially through live Irish Language Audio
content, can be a real content - whether it’s
strength housed under a radio
station, or a
different entity

43
PODCASTS >>

Images shared by participants on the online platform

44
IRISH LANGUAGE AUDIO

There’s some standout Irish Language Podcasts that are

frequently mentioned… but people want to see more!
Outside of radio, most respondents
are accessing Irish language
podcasts.

The range of podcasts is seen to be

limited and it takes some research to
find them (and it’s also the case for
Irish language music - not easily
searchable)

Popular podcasts include: Beo ar

Éigean, Bladhaire, An Taobh Tuathail,
Na Gaelgals, Splanc, Na Seansálaithe
“Irish is overall a minority language so you’ll
and Gaeilge Bhriste.
never have an overload of content but it
Across the sample, there’s a big would be nice to see more variety of
appetite for a wider range and variety content” - Áine, Earnest Learner
of podcasts in Irish.
45
IRISH LANGUAGE AUDIO

Y Pod: An example from Wales of how improving

podcast access supported content growth

Y Pod = A content hub for Welsh

language podcasts
“So I think by giving people a
platform and by telling people “I think Y Pod has set an
- Set up in response to the fact it was that things exist, those example for something
hard to browse for podcasts in podcasts and their listening that can work and I think
Welsh numbers go up. This platform giving podcasts one
is where you discover them… platform where they can
- When it was set-up in 2018, there That’s the idea with Y Pod; exist is really, really useful”
were 38 Welsh language podcasts. making the content - Aled Jones, Welsh
By the end of 2020, there were more discoverable and browsable” - Language Content
Aled Jones, Welsh Creator
than 130
Language Content Creator
- Having a searchable, promoted
hub - Y Pod - has been a key driver
of this growth

46
46
IRISH LANGUAGE AUDIO

Overall, across both Radio and Podcasts, listeners are

hungry for MORE Irish Language Audio Content

- That feels like it’s for them

- And that draws them in

47
OPPORTUNITIES

The Next Sections

= Opportunities X Irish Language Audio Content

WHAT HOW
WHERE
CONTENT CAN
MIGHT FUTURE
LISTENERS ENGAGING
AUDIO
WANT TO CONTENT CAN
CONTENT LIVE?
HEAR? BE DELIVERED?

Primarily from
From listener and Primarily from
audio listener
expert input expert input
input, plus experts

48
 Irish Language Audio Content Opportunities:

WHAT
CONTENT DO
LISTENERS
WANT TO
HEAR?
49
WHAT CONTENT?

FIVE CONTENT OPPORTUNITY THEMES

- Emerging from across both Listeners and Experts

#5.
#1. BE #2. LOOK #3. MAKE #4.
DELIVER ON
BRAVE OUTWARDS IT ECLECTIC LIGHTEN UP
TREND

Image to add when we Image to add when we

have cover images have cover images
done… done…

First and foremost, these themes are about content types, but they’re also about content tone and delivery
50
WHAT CONTENT?

Opportunity themes: Connect with youth audiences, but also

flip criticisms raised of currently available Irish Language
Content

#5.
#1. BE #2. LOOK #3. MAKE #4.
DELIVER ON
BRAVE OUTWARDS IT ECLECTIC LIGHTEN UP
TREND

vs. serious +
vs. only- tethered to
vs.toavoiding
Image add when we Image to add when we vs. looking
have cover images haveIreland
cover images vs. rule-bound traditional
what’s taboo backwards
done… focused
done… broadcast
models

51
WHAT CONTENT?

#1. BE BRAVE

To engage and remain relevant with a younger target audience, Irish

Language audio content will need to tackle real and often challenging
issues in society, with a sense of freedom.

“It would be great to see topics such as

sexual health / LGBT issues / societal CONTENT THEMES INCLUDING:
issues / just a bit of craic tailored towards
people in their twenties as a lot of this is >> Mental Health + Wellbeing
not covered on Raidió na Gaeltachta as it >> Climate Change
is seen as taboo” >> Relationships + Sexuality
>> Identity, Gender, LGBT + Race
- Áine, Earnest Learner >> Irish focused issues such as the Housing
Crisis

52
WHAT CONTENT?

#1. BE BRAVE
- Chat Shows were a key content form suggestion from Audio Listeners

An Irish Language chat show was the top

choice of ‘content they’d like to see’ for a
number of Audio Listener participants.

The show that people anticipated would

tackle challenging issues such as mental
health and race. It would also have a strong
social media presence, that helps to draw in
interest and awareness.

But seen as key to the tone of this type of

show would be a lighthearted approach,
that feels like it’s listening in to friends in
conversation.
“My vision of an Irish language radio station is one which isn't insecure about it's identity. If a
topic required the support of English speakers, allow them on the show. The Irish language can Moodboard created by platform participant >>
Áine
survive next to the English language… Of course, most topics should have an Irish speaking
guest but for some it is just not possible and not allowing any English would narrow the topics of
conversation hugely” - Jack, Non-Native Irish Speaker 53
WHAT CONTENT?

#1. BE BRAVE
- Existing Content Examples

KNEECAP | BAND | IRELAND MY DAD WROTE A PORNO | SIARAD SECS | PODCAST |

PODCAST | UK WALES

“Kneecap are doing their own thing. According to commissioning editor for BBC Welsh language podcast
What can I even say about them? They're Sounds podcasts, My Dad Wrote a Porno, about sex and sexuality. The
super smart and worldly. Two steps “wouldn’t have been commissioned anywhere second series features
ahead of every journalist ever. Working in the past” because it is “too outlandish”. interviews with individuals
class lads who are making waves “The (podcast) format’s intimacy is the who share their experiences
politically and musically and artistically. reason why podcasts about ‘sex, relationships of sex work, glamour
They're not afraid to speak their minds and erotic imaginations’ have done so modelling, pansexuality,
and I think that resonates with people” well….It’s a perfect place to have being a drag queen and more.
- Siún Ní Dhuinn, Beo ar Éigean uncomfortable conversations.”
Host
54
WHAT CONTENT?

#1. BE BRAVE
- Why Content Bravery is Important // Verbatim Quotes

Audio Listeners Experts

“The reason why I would like to see more on “I think what you have with Irish as well is a “Topics like social life and festivals, and LGBT
the topic of mental health is because after chance to break through on things that have and social media trends and viral videos and
the pandemic I feel as though more people never been spoken about” - Siún Ní Dhuinn, social issues, and alcohol and drugs. They're all
are suffering and especially those with Beo ar Éigean Host really not there in Irish language radio”
social anxiety. BLOC TG4 did a few short - Loretta Ní Ghabháin, Director of Lorg Media
clips with students who suffered from “Just from seeing the kind of subject matter on
mental health. I believe they get a great TikTok, Gen Z care about sustainability,
snapshot of student life with the different ethical business, equality; they're all really, “Do trending topics as a segment on the show
guests they have” - Leah, Passionate really big sub themes that permeate everything like mental health or have a LGBTQ+ panel. I find
Native Irish Speaker I see about Gen Z. So is comedy, The comedy is, it important that these topics are being talked
I think, is really important” - Cian Griffin, Social
about in Irish. This is a living language and we
Media Personality
can and should have these discussions in Irish.
There’s an added pride in that for me” - Caoimhe
Ní Chathail, BBC Two Presenter

55
CONTENT
WHAT CONTENT?

#2. LOOK OUTWARDS

There’s an appetite to see Irish Language content address

contemporary topics and global issues of relevance. Note: there’s a
strong learning dimension to this theme.

“Slite chun muid a spreagadh le bheith páirteach

CONTENT THEMES INCLUDING:
sa pholaitíocht. Muid a spreagadh chun dul i >> Current Affairs (rather than hard news)
ngleic le athrú aeráide, cogaidh, imirice, >> Sustainability
bithéagsúlacht. D'féadfaimis réiteach a fháil ar >> Politics
na fadhbanna seo agus muid i dteagmháil dá >> Social Issues
chéile. Bhí Le Ceangal ar fheabhas ar youtube >> Entrepreneurship
agus ba bhreá liom ceann a chloisteáil ar an
raidió. Cúrsaí grá, oibre srl”
- Colm Ó, Non-Native Irish Speaker
56
WHAT CONTENT?

#2. LOOK OUTWARDS

- Current Topics + Current Affairs were highlighted

The appeal of ‘looking outwards’ is indicative of the

globalised world our respondents now live in, where
for them, the shooting of a young woman in Tehran can
have as much significance as a shooting in Dublin.

The demand for outward looking content is currently

met via English speaking sources (e.g. The Joe Rogan
Experience; The Guardian; Al Jazeera).

Respondents want to see Irish Language coverage of

international current affairs as well as events (e.g.
protests, sports and music), and a reflection of the
topics that resonate with, and that confront young
people globally.

“I wasn’t listening to podcasts or radio about four years ago but

my interest in the world around me has grown since then” Moodboard created by platform participant >> Seán
- Patrick, Mainstream Native Irish Speaker 57
WHAT CONTENT?

#2. LOOK OUTWARDS

- Why Looking Outwards Engages? // Verbatim Quotes

Audio Listeners Experts

“We should look to other minority languages to know what they’re up “There’s like the obvious links with like, the Basque Country,
to, like the Basque Country, and see do they have meme pages. I’m Palestine, like those political things, they really flow for us because,
always curious to know what those Welsh people are doing!” - Helena, again, a similar situation where a group feel marginalised” - Siún Ní
Passionate Native Irish Speaker Dhuinn, Beo ar Éigean Host

“Is maith liom léamh - Féachaim ar an Irish Times ar an idirlín chun “I just think that there's a crossover there between social
scéalta an domhain a léamh” - Liam, Native Irish Speaker conscience and caring about culture and caring about the
environment that kind of goes hand in hand” - Siún Ní Dhuinn, Beo ar
“Don nuacht idirnáisiúnta, bainim leas as suíomhanna The Guardian Éigean Host
agus AlJazeera. Tá síntiús agam do Chomhar agus don New Yorker” -
Helena, Passionate Native Irish Speaker “If we think of Gen Z and how they are pushing the boundaries more
by bringing new topics to the table, then that's the kind of gap you
could push out” - Cian Griffin, Social Media Personality

58
WHAT CONTENT?

#3. MAKE IT ECLECTIC

There’s a demand to see eclectic content that loosens the reins around
strict genre definitions. This includes allowing for a mash up of
different types, whether that’s of personalities, music types or spheres
of life. It also mirrors the collaborations going on in wider culture.

“Ba mhaith liom a fheiceal clár cocaireachta, CONTENT THEMES INCLUDING:

clár tuairisc scannan, club leabhar as Gaeilge.
Faoi láthair éistim le podcraoladh beo ar éigin >> Chat Show
agus uaireanta éiríonn leadrán orm toisc go >> Arts
mbíonn siad a labhairt faoi faic, tá orm a bheith >> Music
sa iúmar ceart. Uaireanta taistíonn rud eigin le >> Collaborations / Special Events
níos mó foghlaim nó substance uaim”
- Éadaoin, Non-Native Irish Speaker

59
WHAT CONTENT?

#3. MAKE IT ECLECTIC

- Arts + Music were also highlighted as a engaging content theme

A number of respondents suggested they

would like to see more music, film, art and
literature reviews happening in Irish.

A show like this could also introduce new

music and interview guests. They noted
here that allowing English content to be
discussed though the medium of Irish would
be important.

“I would commision either a podcast that discusses books…I would love it to focus on
modern fiction, sci-fi, fantasy, YA and NA novels and series. I think that it would be a
cool radio show with a possibility for guest hosts. It would be brilliant if the content
could be downloaded / accessible on demand, and it would be easy to start with series
already translated to Irish like Harry Potter. I think one easy way to spread the word
about such a thing would be to reach out to college societies, for example at UCC, I
would reach out to the Irish society, the Harry Potter society, the Sci-Fi society and the Moodboard created by platform participant >> Sara
English society. This would spread awareness to so many young adults”
- Sara, Native Irish Speaker 60
WHAT CONTENT?

#3. MAKE IT ECLECTIC

- Contemporary takes on Irish Culture appealed as a theme

A number of Passionate Native Speakers and

Earnest Learners expressed an interest in
content that shines a light on both traditional Irish
culture and newer forms of Irish culture.

#4. Irish
“Tharraingeoinn Heritage
ar an gcáil ata bainte and
amach ag leithéidí Blindboy agus Manchán
Culture
Magan le déanaí agus chuirfinn clár le chéile bunaithe ar gnéithe suimiúla de
litríocht, stair, cultúr, traidisiún agus béaloideas na hÉireann. Bhí an leagan amach
a bhíodh ag Motherfoclóir an-mhaith, go mbeadh painéal rialta ann de dhaoine a
phléifeadh ábhair dhifriúla gach seachtain (m.sh an Táin seachtain amháin, Peig an
chéad seachtain eile). Bheadh aíonna speisialta ann uaireanta - agallaimh le
léachtóirí, saineolaithe, béaloideasóirí agus daoine spéisiúla eile”
- Helena, Passionate Native Irish Speaker

Anything around the Pagan calendar and this kind of Celtic revival thing; people are
really interested in ‘What is Samhain? What is Bealtaine?’ Or ‘How do we celebrate Moodboard created by platform participant >>
these things now?’, and people are going ‘Oh, actually, what was it really like in Helena
Ireland before the Church was here?’ And, ‘Do these things still resonate with us?’” -
Siún Ní Dhuinn, Beo ar Éigean Host 61
WHAT CONTENT?

#3. MAKE IT ECLECTIC

- Why Eclectic Appeals // Verbatim Quotes

Audio Listeners Experts

Eclectic Music: “Ba bhreá liom go mbeadh “An Taobh Tuathail presenter Cian’s Irish is “The stuff that does well is new and interesting
idir sean-nós agus ceol nua-aimseartha le beautiful and he’s paying new techno tracks voices. There's an interesting guy and he was the
clos ar an stáisiún so. Cuirim féin suim you’ve never heard of before. You’re there for chairperson actually of the Board of Raidió na Life;
mhór sa Jazz agus sa Hip-Hop, mar sin the craic, the entertainment, the music and he lived in Germany for years as a classical
bheadh sé go breá dá mbeadh ceoltóirí ar the good vibes, not just because his Irish is musician, and he came back, and he's in the RTÉ
nós Kneecap agus ceoltóirí níos lú cosúil le good” - Rút, Mainstream Native Irish Speaker Concert Orchestra actually, but he also went and
Súil Amháin le clos air. Cé go bhfuil sé go moved from Dublin to Inis Meain last year, and he
maith cúrsaí traidisiúnta a phlé, tá sé Cookery / Film Reviews / Book Clubs: “Ba spent a year in Inis Meain. He was running the Co Op
tábhachtach go mbeadh ábhar bainteach le mhaith liom a fheiceal clár cocaireachta, clár which runs the whole island; So oftentimes people
déagóirí air“ - Brian, Non-Native Irish tuairisc scannan, club leabhar as Gaeilge. who are interested in Irish have a broader sense of
Speaker Faoi láthair éistim le podcraoladh beo ar éigin the world” - Siún Ní Dhuinn, Beo ar Éigean Host
“Ba mhaith liom léirmheasanna a chlos mar agus uaireanta éiríonn leadrán orm toisc go
gheall ar scannáin agus leabhair atá go mbíonn siad a labhairt faoi faic, tá orm a
mór i mbéal an phobail i láthair na huaire - bheith sa iúmar ceart. Uaireanta taistíonn rud
tá siad seo le clos go fairsing ar na meáin eigin le níos mó foghlaim nó substance uaim” -
bhéarla. Bheadh sé go deas tuairimí Éadaoin, Non-Native Irish Speaker
dhaoine eile a chlos ar na meáin i láthair na
huaire trí mheán na Gaelainne” - Liam, 62
Native Irish Speaker
CONTENT
WHAT CONTENT?

#4. LIGHTEN UP

What about the craic? There’s a clear desire for Irish Language content
that is fun and light hearted. Respondents feel that what’s available
currently is often serious and lacking the energy and life that young
people crave.

“I’d like to see craic and entertainment with

simple stuff that doesn’t revolve around the
Leaving Cert. Like the Two Johnnies, funny
CONTENT THEMES INCLUDING:
stories & only a bit of fun (in Irish language
>> Comedy
content) because it is normalising the use of the
language again. Making it less formal attracts >> Current Events
the listeners instead of scaring them away with >> Any topic approached in a lighthearted,
big words & talking about the most boring stuff informal manner
out there”
- Patrick, Mainstream Native Irish Speaker

63
WHAT CONTENT?

#4. LIGHTEN UP
- Comedy content specifically is requested, but it’s also about tone

Listeners want to see Irish language

associated with lighthearted and fun
content - a departure from what they say is
the seriousness of the Leaving Cert, and
wider Irish Language content on offer.

Skits by The Two Johnnies were

frequently mentioned - something
respondents say would work really well in
Irish. In terms of tone, a number of
respondents say hosts like Hector Ó
hEochagáin and Dara O’Brian (on Mock the
Week) handle both serious and more light
content in a skillful fashion.

“I believe the most important aim for language audio content should be to
promote Irish in a fun, easy and comfortable way. The language should be Moodboard created by platform participant >> Leah
enticing to young people and this can only be done if it is promoted in a way
that young people don't see it as a burden but as an asset”
64
- Leah, Passionate Native Irish Speaker
WHAT CONTENT?

#4. LIGHTEN UP
- Existing Content Examples

“There is a nice mix of funny “A lot of Blindboy is about “Dá mbeadh na “skits” cosúil ‘My Therapist Ghosted Me’
stories, wholesome stories Irish culture; if you were to le seo ó “The 2 Johnnies” ar (podcast) & Beo ar Éigean
and life lesson-y bits on do it, it would do well in fáil i nGaeilge bheadh sé aren’t the same but they
Doireann Garrihy’s podcast” Irish” - Helena, Passionate chomh taitneamhach do both have a sense of
- Éadoin, Non-Native Irish Native Irish Speaker lucht éisteachta” - Cian, freedom” - Siún, Beo ar
Speaker Non-Native Irish Speaker Éigean Host

65
WHAT CONTENT?

#4. LIGHTEN UP
- Why Lightening Up is Sought After // Verbatim Quotes

Audio Listeners Experts

“Some more light hearted conversations “From listening to people talk about it, Beo ar “But we don't do comedy. Because it's a small
between people tends to work well. Like a Éigeann is a success because it’s not about community. We're kind of afraid of what the
group of people having a bit of a laugh the Irish language - It's just in Irish. And it's other person will think. And ‘oh geez, you see
while talking about upcoming matches for fun. And it's never going to be a big weighty your one’ - there's a lot of that going on. And we
example” - Phillip, Non-Native Irish subject. It's light, it's entertainment I think a lot still have to break through the glass ceiling a
Speaker of the stuff in Irish, the entertainment element, lot” - Loretta Ní Ghabháin, Director of Lorg
isn't there for a lot of things as Gaeilge” - Siun Media
“Ireland is BURSTING with creatives and Ní Dhuinn, Beo ar Éigean Host
what's blooming in the past year alone is
exciting. If you got the right people with the
right ideas, I really believe it could work” -
Aisling, Non-Native Irish Speaker “I think the secret sauce is feeling like you're
sitting in with friends literally just catching up
and having a glass. The best podcasts or radio
“I feel like with Irish content, it’s not as
shows feel like you're the other friend” - Cian
lighthearted as things out there in English” - Griffin, Social Media Personality
Áine, Earnest Learner

66
CONTENT
WHAT CONTENT?

#5. DELIVER ON TREND

There’s a demand for ‘popular’ content, that’s less frequently seen in

Irish language content. There is an appeal in seeing the Irish language
associated with genres it is not typically associated with.

“Daoine óga a mhealladh chun éisteacht leo.

Díriú isteach ar na suimeanna atá acu
seachas ábhair oideachasúil / nuachta.
CONTENT THEMES INCLUDING:
Taighde a dhéanamh faoi suimeanna
dhaoine óga, cad atá ag trending faoi láthair
>> Sports
etc. Cláir éagsúla a chur ar fáil atá as an >> Cooking
ngnáth - cláracha nach bhfuil ar fáil as >> True Crime
Gaelainn ach atá go forleathan as béarla” >> Technology
- Liam, Native Irish Speaker >> Fashion + Style

67
CONTENT
WHAT CONTENT?

#5. DELIVER ON TREND

- ‘New’ Sports were in demand, amongst males in particular

Many of the male respondents were keen to

have access to more sports outside of GAA in
Irish - e.g. NFL, NBA, F1, Golf.

This type of show would have potential for

heavy audience engagement through the use
of prediction, competitions and giveaways. A
strong social media presence is also key here.

“For the presenter I would want someone informative, and funny, GuruGriff
from TikTok is a great example with both his informative content as well as
funny content such as his 'bozo of the week' segment. I would also want the
host to be quite controversially opinionated when it comes to sport - I think
this would add to the prediction part and would increase the engagement of
Moodboard created by platform participant > >
listeners. I also like the idea if the podcast being live when certain sports Colm
events are on, this way listeners can hear the live reaction and opinions of
the hosts and would lead to great engagement from listeners”
- Colm, Mainstream Native Irish Speaker 68
CONTENT
WHAT CONTENT?

#5. DELIVER ON TREND

- True Crime was flagged as a popular content type

The true crime podcast genre is well covered in

English. However, respondents note that such
content is not available in Irish - and those that
are into it would like to see it.

RTÉ’s true crime podcast, The Nobody Zone, is

offered in Irish. It is hosted by Sinéad Ní
Uallacháin and is benchmark for what can be
done in the scope of a trendy Irish language true
crime podcast.

“My true crime podcast would delve into some of Ireland’s most well known
criminals. Crimes that shocked the nation would be analysed as Gaeilge
while people give their accounts of events both through English and Irish
(where applicable). Each podcast would focus on one crime with larger
detail crimes possibly being split into two parts. The main aim of this audio
content piece would be to revisit some of Ireland's shocking crimes Moodboard created by platform participant > > Jack
through the lens of an investigating team. The theme and topic is to draw
in an audience which I think isn't usually associated with Irish language
audio content”
- Jack, Non-Native Irish Speaker 69
 Irish Language Audio Content Opportunities:

WHERE
MIGHT FUTURE
AUDIO
CONTENT LIVE?
70
HOME OF CONTENT?

Aligned with appetite for youth focused Audio, range of

possibilities for content ‘homes’ hold appeal
A new youth focused Irish Language radio station has broad appeal,
…though a content hub seen to feel more modern

New
NewRadio Station
National Radio Station Hyper
HyperLocal
LocalRadio Stations
Radio Stations Content
ContentHub
Hub Funding programme
Funding Programme

- For many, an Irish language radio - Strong appeal for notion of an - Generates a lot of excitement - in - A lot of excitement around the
station targeting young people is incubator for young talent their minds, a basic feature of any idea of proper funding for new,
exciting audio content platform world class Irish language audio
- Being led by young people means content
- For some though, radio is an a true understanding of their - All in one place / on demand =
outdated mode of audio broadcast content needs - and that would be modern and in sync with their - Some say that standalone
exciting habits and lifestyles podcasts can be hard to come
- In order to cut through (especially across. In which case, this would
with Passionate and Mainstream - ‘Hyperlocal’ aspect has less cut - Say it would attract new listeners need to go hand in hand with a hub
Native speakers), language and through - sense that a national to Irish language content for Irish language content
content quality would be offer would be more effective
paramount - In order to reach potential, would
need to curate / produce with new
and exciting content

71
HOME OF CONTENT?
OPPORTUNITIES

If ‘the Answer’ is a new National Radio Station…

An opportunity to capitalise Content + language It’d provide a defined space

on distinct features of live excellence is required for a strong Irish Language
youth media brand
A
A common theme was the distinct benefits The high quality of production and standard
related to live content, and live radio in of Irish that RnaG offers is the is a good
Compared with standalone podcasts or
particular. indicator of what respondents expect from a
other audio content, a radio station has
new national youth-focused radio station.
particular potential to develop a strong
In a time when so much content is consumed brand that can hold numerous personalities,
individually, live radio creates a sense of For most, Irish language audio content is
presenters and shows.
communal listening. competing with English language - and
there’s a desire that this challenge is taken
There is a clear space in the Irish language
The energy and spontaneity of live feels on. As we saw from the personas, there’s a
youth community for a strong and vocal
distinct and respondents believe it has level of discernment both in relation to type
media brand that speaks to them on their
potential in the Irish language youth radio of Irish and quality of content.
level and in their language.
space.

“I’d love to have live shows available because “You’d have to have something almost to “There is a huge gap for Irish language
that’s where the craic happens” - Patrick, rival the English content, to give them that content that discusses the things that
Mainstream Native Irish Speaker young people actually talk about” - Áine,
Irish alternative option, + for people to
Earnest Leaner
decide which one they like better” - Colm,
Mainstream Native Irish Speaker
72
 Irish Language Audio Content Opportunities:

HOW
CAN ENGAGING
CONTENT BE
DELIVERED?
73
APPROACH
HOW DELIVER?
CONTENT DELIVERY?

Delivery of Content >> Five Opportunity Principles

THINGS TO DO:

CREATE BLENDED ENSURE

SHARE AND GROW
OFFER FOR NON- PRODUCTION
WITH SOCIAL
LINEAR LISTENERS QUALITY IS HIGH

THINK ABOUT A CREATE A HUB /

BALANCE OF LIBRARY OF
TALENT CONTENT

74
APPROACH
HOW DELIVER?
CONTENT DELIVERY?

>> Create A Blended Offer For

Non-Linear Listeners

WHAT:

Across the study we have heard of the importance of

offering an experience / community that exists 24/7 -
with on demand access. While live radio can be an
excellent pillar to that, podcasts and socially shareable
clips are seen to be leading ways to achieve this.

HOW:

Consider podcast-first launches, just like Beo ar Éigean

did, and then transition into a radio show - think digital
first.
Beo ar Éigean started as
WHY: a podcast before finding
a home on RTÉ
The podcast format allows for more experimentation
until you land final products that have legs for a
community to form around them. 75
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Create A Blended Offer for

Non-Linear Listeners
EXPERT INPUTS
CREATE A MEDIA MIX / CHANNEL HOME WITH LIVE RADIO AS A CENTRAL PILLAR
AND PODCAST TO SUPPORT:

“Now is really a media mix, and no one can survive without the other. I think it's harder than it
was because we could just set up radio stations in the past and just broadcast there and that
was it. But now, because media has gone so noisy and the world has gone so mad and because
we all have this phone in our hand constantly 24/7. We need to grab them there to let them know
about this new radio station, if that’s what this will be. I'd be very inclined to have a podcast of
some description running along with the radio station” - Loretta Ní Ghabháin, Director of Lorg
Media

76
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Think About A Balance

of Talent
WHAT:

There’s a tension currently in Audio Content whereby

‘Influencers’ are seen to be driving listening figures.
Some listeners (and experts) resist this, whilst other
listeners embrace it.

HOW:

This is likely to continue to evolve but it is key to While there are some
ensure presenters and hosts are thoughtfully chosen - wildly successful
balancing talent (or potential) with ability to draw in an influencer podcasts,
audience. There’s also an angle that to feel truly Gen Z, experts warn that the
then they should be involved in content production. constant reliance on
influencers can
become disheartening
WHY: within the industry.
To feel Gen Z + social media connected, talent choices
should align with current trends. 77
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Think About A Balance of Talent

EXPERT INPUTS

SHOWCASE NEW VOICES: “Influencers sometimes just don’t translate. A lot of

people who are influencers are just like really skinny and really good looking. So I'm
like, ‘Oh, great, more of that’. Whereas what we need is to see new voices and new
people and new perspectives on things”- Siún Ní Dhuinn, Beo ar Éigean Host

BEWARE OF CELEB OVERLOAD: “I watched Made in Chelsea and now you have these
families of podcasts: Jamie Laing’s podcast, Spencer and Vogue, Vogue and Joanne.
Podcasts were not necessarily what they were famous for and now it’s a bit disheartening.
Even 2FM, they gave the breakfast slot to a rugby player! Shows are going to people that
played rugby once, or were on a reality TV show” - Caoimhe Ní Chathail, BBC Two Presenter
78
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Ensure Production Quality

is High

WHAT:

Highly quality production and content is needed to

stand toe to toe with other content, including with
English language content. Listener expectations have
risen in this area.

HOW:

Media and broadcast training. Further

professionalisation of the Irish Language audio space.

WHY: Look to production

houses like Denmark’s
Irish language content comes under scrutiny from all Third Ear Podcast -
angles vs. English. Listeners expect high quality seen as an industry
broadcasting. benchmark for audio
quality and production
values 79
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Ensure Production Quality is High

EXPERT INPUTS

QUALITY BAKED IN: “Production value for Irish language content is so important. It’s not a school project
anymore. It needs to be produced to the same standard of content as the English language. Honestly this is as basic
as the sound quality. You don’t want sounds in the background or a muffled mic. People are more savvy to content
production - you can record on an iPhone and it can be good quality. It happens regularly; there’s funding to make
something in Irish but if it’s not high quality, that doesn’t help anyone really. There needs to be a sense of purpose in
creation - listeners are going to appreciate that in the long run” - Caoimhe Ní Chathail, BBC Two Presenter

QUALITY EXPECTATIONS ARE GROWING: “So the kind of quality threshold has built or increased, as people
have listened to more. I think people aren't prepared to listen to bad podcasts, and people aren't prepared to kind of
put stuff out there that that's not of good quality anymore. So I think that quality kind of builds more and more out
there and the more experienced people get as well. So yeah, there's that quality pressure, but I think it's just giving
people a chance to do things” - Aled Jones, Founder of Y Pod

80
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Share + Grow with Social

WHAT:

Start where youth attention is - on social media. Any

new offering will need to gain attention on pre-existing
social channels in order to gain traction with youth
listeners.

HOW:

Start seeding ideas on social and create a strong social

media presence on TikTok, Instagram and Twitter.
Strive to create short-form shareable audio content &
video clips.

WHY:
Use Irish language
Strong social media presence is not something linked influencers such as
with Irish language radio stations currently and would Gaylgeoirí to gauge interest
for new shows
hugely impact brand awareness, and ultimately
credibility amongst young people. 81
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Share + Grow with Social

EXPERT INPUTS

THINK DIGITAL FIRST: “People are used to having the content they want at any time, at their
fingertips - social media should be ingrained into everything you’re doing” - Cian Griffin, Social
Media Personality

SOW SEEDS ON SOCIAL: “I think it's really, really important for this age group that we're
looking at, from 15 to 34, that it's really built in from the beginning; that you get a TikTok up.
It starts way before the TV or the radio station going live that; there has to be something
happening somewhere else. We often build brands up like that. We start a noise or
something happening somewhere else on a different platform before we merge them over
to what we're actually trying to sell” - Loretta NÍ Ghabháin, Director of Lorg Media
82
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Create a Content Hub

WHAT:

Access to content, finding it in the first place can be as

important as what the content is itself. It also lengthens
content’s shelf life as people engage with previously
Content curated on Y
made content.
Pod - a Welsh
Podcast production and
HOW: training service.

Make content available in a searchable ‘library’ format. Y

Pod is a Welsh example that fostered podcast
accessibility.

WHY:

Create a central point for the dissemination of new Irish

content - helps to build an audience as well as gather
further data on the type of content that performs well
and where there may be content gaps. 83
APPROACH
HOW DELIVER?
DELIVERING
CONTENT DELIVERY?
CONTENT?

>> Create a Content Hub

EXPERT INPUTS

CURATE FOR EASE OF DISCOVERY: “The idea was to create something, basically
a database with all the podcasts in Welsh that people could just come and discover
Welsh language podcasts. Since making the content discoverable and browsable the
figure of listenership has grown month on month. You don’t have to listen from here
but this is where to come to discover” - Aled Jones, Founder of Y Pod

84
9. SUMMARY + RECOMMENDATIONS

85
SUMMARY + RECOMMENDATIONS

THE CONTENT LANDSCAPE

KEY TAKEAWAYS

The wider content landscape has shifted with Irish language audio offerings at present are firstly seen to
greater emphasis on clippable, shareable be not abundant enough, and secondly (highlights aside)
content. lacking in some appeal in comparison to English content.
There’s seen especially to be a lack in contemporary topics
and fun in the Irish language audio space.
Our target audience of 15-34 year-olds are
non-linear and increasingly digital-only
Of the Irish language radio stations currently available -
content consumers.
each occupy a distinct space in the eyes of respondents,
Audio has also been on the rise and the wider divided by quality of Irish and leading edge vs. conventional
context points to a growing demand for audio subject matter. There’s seen to be a gap for a youth focused
content as the lines blur further between and high quality Irish offering.
channels.
Overall respondents are hungry for MORE Irish Language
Audio Content… that feels aimed at them + draws them in.
86
SUMMARY + RECOMMENDATIONS

THE LISTENERS
Three content-consuming personas were uncovered

The The
The
Passionate Mainstream
Earnest
Native Native
Learner
Speaker Speaker

Native speakers that have a Native speakers that have a Non-native speakers who are
passion for and are actively strong connection to spoken passionate about improving their
invested in the future of the Irish in daily life but who are Irish language skills, and who are
Irish language. not activists in the area. interested in promoting the wider use
of Irish.

While all three personas have unique needs, motivations and content consumption habits -
the Mainstream Native Speakers are the hardest to please.

Either develop a varied content programme that engages different personas, take on the
challenge of appealing to Mainstream Native Speakers, that in turn should in turn draw in
the other two listener personas. 87
SUMMARY + RECOMMENDATIONS
RECOMMENDATIONS

THE CONTENT
Five content themes emerged across both listeners & experts

#5.
#1. BE
Image to add when we #2. LOOK
Image to add when we #3. MAKE #4.
have cover images have cover images DELIVER ON
BRAVEdone… OUTWARDSdone… IT ECLECTIC LIGHTEN UP
TREND

Bring pop culture

Despite the Reduce any
Bring the craic and lifestyle
Talk about topics language, speak preconceived
front and centre conversations to
that matter on things category limits + have some fun the Irish-
beyond Ireland
speaking realm

88
RECOMMENDATIONS
SUMMARY + RECOMMENDATIONS

DELIVERING THE AUDIO CONTENT

Five principles emerged from the discussions with Experts

PRINCIPLES TO START BUILDING

Create
Ensure
blended Think about Share and
production Create a
offer - cater a balance of grow with
talent quality is content hub
to the non- social
high
linears

Seek Gen-Z Get active on Be a ‘library’ as

Create live + Invest in quality
talent + TikTok + well as a content
podcast worlds + training producer
influencers Instagram

With each of these principles in place, this ultimately should contribute to building +
nurturing the community of Irish speakers drawn in by a contemporary offering, connected
by social, that creates content that’s accessible in various forms.
89
RECOMMENDATIONS
SUMMARY + RECOMMENDATIONS

THE VISION: Community should be the overall goal for a new

youth focused radio station, or audio platform

This is not just a Radio Station or Audio Platform

- this is a Brand and Community for Irish Language Speaking Gen Z

NOTE: This builds

on the fact that
An umbrella brand that connects with a Gen Z audience, ‘holding space’ ‘Community’ and
for their interests, concerns, topics, styles and aesthetics ‘Connection’ are
seen to be one of
Community building around and outside of the audio content, including the main benefits
of speaking Irish
social media presence / interactions, in-person events and cross today. Particularly
Gaeltacht networks the case for
Passionates and
Overall, an engaging pillar of support that produces long-term, vibrant Learners -
something to
connections to the Irish language aspire to for
“I would try to create live events through the podcast and
Mainstreams
the audience building. Like’s Cians show ( An Taobh
Tuathail) does with music” - Rút, Mainstream Native
90
Speaker
RECOMMENDATIONS
SUMMARY + RECOMMENDATIONS

THE OPTIONS: But mindful of levels of investment, there’s

also quicker wins to be had…
Quicker Win Longer Term Goal

ACCESS POINT CONTENT UPDATE TALENT SUPPORT COMMUNITY VISION

As highlighted by the Welsh Y As we heard, there’s a large Support and update the For long term efforts, the
Pod example, bringing appetite generally for MORE ecosystem around Irish mission should be seen as an
minority language audio Irish language content that language audio content. effort in community building
content together, in a engages this age group. rather than producing audio
searchable format can This might include a hub of content in isolation - as
facilitate the growth of more Consider support / revamp of Irish speaking talent that can outlined on the previous slide.
content being produced. existing services to more be given guidance to grow into
closely meet the content audio-producing talent. Emma
Audio content can be brilliant, needs of Mainstream Native Chamberlain is the Gen Z
but a key need is to connect Speakers - with trickle down relatable benchmark in the
people to this content. appeal for Passionate Natives English language domain -
and Earnest Learners. how can Irish language
equivalents be supported?
91
Go raibh maith agat. Gabrielle Ackroyd
[email protected]

Sinéad O’Connor
[email protected]

Aishling Roche
[email protected]

Sarah Van Horn

92