As the 33rd edition of German media conference Lokalrundfunktage wrapped up in Nuremberg, one message rang out clearly across sessions and stages: local media is evolving fast and radio must find its voice in the digital world.
Held over two days, the event brought together more than 900 participants to discuss the prospects of local and regional media in Germany and beyond. This year’s spotlight was on the convergence of traditional broadcasting with digital platforms, and how local outlets can remain relevant and visible in a fragmented media landscape.
A recurring theme was the transformation of radio in the age of streaming and smart TVs. Far from being sidelined, audio is being reimagined: as a data-driven, on-demand experience, integrated into digital platforms and smart speaker ecosystems. Experts discussed how AI and automation are already reshaping the work routines in local studios from music rotation and advertising personalisation to synthetic voice announcements.
One major launch highlighted this shift: Wotsch.TV, Bavaria’s new digital portal for local content, designed to bundle regional reporting and entertainment on a central streaming and smart TV platform. Backed by Bavarian media authority BLM, the initiative signals a growing urgency to ensure local TV and radio offerings aren’t lost amid global streaming giants. With a strong mobile-first and HbbTV strategy, Wotsch.TV exemplifies how local broadcasters can claim space on connected devices.
But visibility alone isn’t enough. Several panels tackled the challenge of trust and relevance, particularly among younger audiences. Speakers emphasised the importance of “going local” not just in content, but in tone and platform strategy, from DAB+ and TikTok to hybrid apps. Media consultants warned that unless local stations embrace short-form video, data analytics and cross-platform branding, they risk being seen as outdated, even if their journalistic approach remains strong.
The conference also served as a platform for political and regulatory perspectives. In his keynote, BLM President Dr Thorsten Schmiege (pictured) underlined the importance of proximity to the public, calling local broadcasting “a piece of home” that thrives when it engages, informs and even challenges local audiences. He warned that AI must remain a tool in service of society, editorial teams and communities, “not the other way around”, and stressed that it is human, not artificial, intelligence that gives local media its true value.
Bavaria’s Prime Minister Dr Markus Söder echoed this sentiment, calling local broadcasting indispensable, especially in turbulent times. He urged content creators to retain their experimental spirit: “Let people have maximum freedom to develop and test new formats. I hope local media remains as bold and creative as it was 40 years ago – only then will it continue to succeed.”
As delegates left Nürnberg, the mood was neither nostalgic nor overly futuristic. Instead, Lokalrundfunktage 2025 showed a sector in transition, embracing challenges and willing to change.
