The Totally Radio Story
Not bad for a couple of nerds, right?
This is how two radio professionals turned a “what if” into the biggest independent streaming radio station in the country.
Two mates, one observation.
In 2016 two mates - radio nerds who’d worked in the industry for 30+ years each - noticed something. Nobody was taking streaming seriously as a platform for broadcasting radio.
Sure, radio stations had a ‘listen live’ button on their website, but they pretty much ignored that audience.
Streaming was broken.
If you were listening to streaming radio, the chances are you were listening to something from overseas. That meant news, weather, traffic and ads that were all irrelevant to you. It also meant the music mix was wrong - songs you’d never heard of, and where were those Aussie hits that you love?
Or you were listening to a ‘hobby station’ - somebody’s passion project, but the songs they love, with no research behind it. That meant tiny audiences, and an unprofessional sound. Who’d advertise on that?
“What would happen if…?”
Back to our two radio professionals. “What would happen”, they asked, “if someone took streaming seriously as a distribution platform for radio?”
What if the science behind programming mass-market commercial radio stations was applied to streaming?
So they created Totally Radio, to see what would happen.
People started finding it.
So what happened? People started finding it, and listening.
Slowly but surely, the audience was growing.
Everything changed.
Then came 2020, and everything changed. Covid exploded the number of people listening to streaming audio. Everyone had a podcast… but Totally Radio was still the only serious player in streaming radio.
So the audience rocketed.
A decade on from a “what if” that worked.
So here we find ourselves, a decade on from a “what if” that worked. Our heroes still own the station - they’ve had interest, even offers, but they chose to stay with their project.
To this day, Totally Media operates the biggest independent streaming radio station in the country.
Not bad for a couple of nerds, right?
Want to be part of the next chapter?
Reach the biggest independent streaming audience in the country. Build a campaign in minutes.
Build a Campaign →