BRICOLAGE Phase2 Irish Youth Radio Research Report VFINAL
BRICOLAGE Phase2 Irish Youth Radio Research Report VFINAL
BRICOLAGE Phase2 Irish Youth Radio Research Report VFINAL
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
+ +
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.
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KEY QUESTIONS
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
7
LISTENERS
9
THE WIDER CONTEXT
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
11
THE WIDER CONTEXT
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
“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 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?
15
CONTENT LANDSCAPE
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
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CONTENT LANDSCAPE
In a time when taste fluidity signifies self expression, going deep and wide with content is the norm. 19
CONTENT LANDSCAPE
20
4. Content-Consuming Personas
21
CONTENT PERSONAS
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
The The
The
Passionate Mainstream
Earnest
Native Native
Learner
Speaker Speaker
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.
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).
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.
Mainstream
Native
Speakers
Earnest Passionate
Learners Native
Speakers
Less Discerning
Content Wise 27
CONTENT
APPROACHPERSONAS
“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
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CONTENT PERSONAS
30
IRISH LANGUAGE AUDIO
31
IRISH LANGUAGE AUDIO
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
“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 >>
“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
“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
39
CURRENT IL RADIO
“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
OPPORTUNITY
SPACE FOR NEW
YOUTH FOCUSED
RADIO OFFERING
Lesser Higher
Quality Quality
Irish Irish
43
PODCASTS >>
46
46
IRISH LANGUAGE AUDIO
47
OPPORTUNITIES
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?
#5.
#1. BE #2. LOOK #3. MAKE #4.
DELIVER ON
BRAVE OUTWARDS IT ECLECTIC LIGHTEN UP
TREND
First and foremost, these themes are about content types, but they’re also about content tone and delivery
50
WHAT 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
52
WHAT CONTENT?
#1. BE BRAVE
- Chat Shows were a key content form suggestion from Audio Listeners
#1. BE BRAVE
- Existing Content Examples
“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
“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?
“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?
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.
59
WHAT CONTENT?
“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?
#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?
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.
63
WHAT CONTENT?
#4. LIGHTEN UP
- Comedy content specifically is requested, but it’s also about tone
“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
“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?
67
CONTENT
WHAT CONTENT?
“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?
“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?
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
“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?
THINGS TO DO:
74
APPROACH
HOW DELIVER?
CONTENT DELIVERY?
WHAT:
HOW:
“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?
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?
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?
WHAT:
HOW:
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?
WHAT:
HOW:
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?
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?
WHAT:
WHY:
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 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
88
RECOMMENDATIONS
SUMMARY + RECOMMENDATIONS
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
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
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]
92