What is metadata and why is it essential for (local) radio? Metadata is crucial for navigating the digital landscape and affects how your content is discovered and presented. Learn how proper handling of information can enhance the listener experience and usability. Discover insights into how effective use of metadata can make your radio station more visible, and what tools you should use to optimize content distribution. Presented at the Norwegian Local Radio Association's national conference in Bergen in March 2025 by Nicolas Moulard, Smart media specialist at Actuonda.

1. WHY IS METADATA ESSENTIAL
FOR LOCAL RADIOS ?

2. • 3 lessons for radio
• Understanding Metadata
• Why Metadata is ESSENTIAL for local radios ?
• Practical steps to improve Metadata
• Be. Heard. Be found. Be relevant.
• Towards a holistic data strategy
AGENDA
01
02
03
04
05
06

3. 80% OF WATCHED
CONTENT COMES FROM
RECOMMENDATIONS
> Metadata can personalize
listener experiences
> Smart recommendations
can boost engagement
NETFLIX HOME
SCREEN WITH
PERSONALIZED
RECOMMENDATIONS

4. 60% OF SPOTIFY
USERS LISTEN TO
PLAYLISTS DAILY
SPOTIFY
SMART PLAYLISTS
& CONTEXTUAL ADS
> Use metadata for
custom playlists & recos
> Better ad targeting
means more revenue

5. CAPTIONED VIDEOS SEE
A 40% INCREASE IN
VIEWS COMPARED TO
THOSE WITHOUT CAPTION
> Optimize metadata to
increase content discovery
YOUTUBE
REACH AND
MONETIZATION
> Use speech-to-text metadata
for better searchability

6. Smart Media Specialist @ Actuonda
RDS
moulard@actuonda.com
+32 4 65 93 26 74
www.actuonda.com
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7. Digital labels that describe radio content,
making it searchable, organized, and
monetizable.
WHAT IS METADATA ?

8. DESCRIPTIVE
What is the content about?
Show titles, genres, guests, topics
Schedules, episode numbers, segment
markers
Format, bitrate, streaming URLs
Play counts, likes, engagement stats
Ad markers, sponsorship data
STRUCTURAL
How is the content organized ?
TECHNICAL
How is the content formatted?
USER INTERACTION
How do listeners engage?
ADVERTISING
How does it generate revenue?
"NEWS, INTERVIEW, CITY GOVERNEMENT, BERGEN, CHRISTINE MEYER"
UNDERSTANDING METADATA

9. WHERE METADATA MATTERS MOST
IN RADIO & AUDIO
Metadata Examples
Content Family
Station name, slogan, logo, frequency, DAB ID, stream
URL
Station Identity Data
Title, artist, genre, ISRC code, mood, label
Music & Songs
Show title, topic, hosts, guests, keywords, transcripts
Spoken Shows / News / Talk
Episode title, series metadata, categories, release date,
cover art
Podcasts (Live & Repurposed)
Ad name, advertiser, duration, airing time, target region
Promos & Commercial Breaks
Clip title, source show, tags, social descriptions
Clips / Highlights / BTS Content
Event name, date/time, location, hosts, associated
content
Live Events / Outside
Broadcasts

10. What is RadioDNS?
• Hybrid Radio : Broadcast + Internet
• DNS Lookup (open standards)
• Non-profit Organization
• Global Reach
• Wide Compatibility : FM, DAB/DAB+, HD Radio…
https://radiodns.org/

11. https://www.worlddab.org/dab/phonemes

12. RSS (Really Simple Syndication) has been the
foundation of podcasting since its rise in the
early 2000s.
It allows podcast episodes to be distributed
automatically to apps and platforms.
Podcasting 2.0 - The Game Changer (2020)
In summer 2020, the Podcasting 2.0 initiative
emerged to expand RSS with long-requested
features.
New podcast namespace introduced:
• Transcriptions – Make podcasts accessible
& searchable.
• Chapters – Navigate within episodes easily.
• Funding – Direct support links for creators.
• Person – Identify hosts, guests, &
contributors.
• Location – Tag episodes with a place or
event.
• License – Indicate copyright & permissions.
• Alternate media files – Provide different
formats.
• Social media links – Connect audiences
with hosts.
• Update frequency – Let listeners know when
to expect new episodes.
More details at https://podcasting2.org/

13. Example –
The "Location" Tag
The Location tag
(<podcast:location>)
provides geographic data
about an episode.
Useful for travel shows, local
news, event coverage, and
history podcasts.
Example –
The “Person" Tag
The Person tag
(<podcast:person>) allows
podcasters to credit hosts,
guests, editors, and contributors.
Many podcast apps and hosting services support Podcasting 2.0 features.
Find compatible services and apps at https://newpodcastapps.com/

14. Why metadata
is ESSENTIAL
for local radios ?

15. METADATA ENHANCES
DISCOVERY
Search optimization (titles, tags, topics)
Voice assistants & smart speakers
use metadata to find radio shows
Cross-platform visibility (Spotify, Apple
Podcasts, YouTube...)
“PLAY
RADIO
BERGEN”

16. https://www.ausha.co/

17. https://audiotiq.com/en/
1.The Podcast Metadata
2. The Podcast Authority:
• Number of subscribers
• Number of
downloads/listens
• Reviews & Ratings
• Completion rate
• Binge listening
• Velocity
• Freshness of content
• etc.
The Podcast Visibility Optimization Stack

18. METADATA IMPROVES
USER EXPERIENCE
Segment markers allow jumping to
key parts (e.g., news, music, interviews)
Episode descriptions & tags improve
content filtering
Enhanced player interfaces (song
names, host details in car dashboards,
lyrics...)
“WHAT IS
PLAYING
NOW ?”

19. https://radioplayer.org/
Latest features includes
• Seamless Listening
• Personalised
Recommendations
• Sync Favorites
• Voice Control for
Car Listening

20. https://dts.com/autostage/

21. METADATA ENABLES
MULTI-PLATFORM
DISTRIBUTION
Podcasting & On-Demand Audio
(content lives beyond live broadcast)
Car infotainment systems display
metadata-rich radio content
Streaming services (Spotify, Apple
Podcasts...)
Multi-platforms
Multi-devices

22. https://www.thisisaim.com/rapid/

23. https://www.thisisaim.com/rapid/
‣ Receive content from different sources
Automation System Scheduling System XML Feeds RSS Feeds JSON Feeds Locally-Stored Text & Images
Add promotional content Build program scheduleEnhance content with TiVo® music metadata
Now Playing Show Details Station Details News Weather Sports Updates Local Events
HD Radio FM DAB+ Station Website Station Apps + many more
TuneIn SiriusXM
DTS AutoStage
‣ Add content; tidy up & enhance content received by Rapid
‣ Publish that content across a range of platforms
‣ Prioritise the content you want to deliver to individual platforms

24. METADATA SUPPORTS
ACCESSIBILITY & COMPLIANCE
Speech-to-text metadata improves
accessibility (for deaf/hard-of-hearing
users)
Auto-generated subtitles for
multilingual audiences
Regulatory compliance (explicit
content labels, ad disclosures)

25. https://b2b.radiozeit.de/

26. METADATA INCREASES
MONETIZATION
Targeted advertising based on
listener behavior
Dynamic ad insertion (DAI) ensures
relevant ads per listener
Sponsorship tracking helps stations
sell premium slots

27. https://www.rcsworks.com/audiodisplay/
https://www.thisisaim.com/rapid/

28. PRACTICAL STEPS FOR LOCAL RADIO
TO IMPROVE METADATA
2 3 4
Optimize for discovery
across search, smart
assistants, and
platforms
Use AI-driven tools
for speech-to-text and
smart
recommendations
Implement structured
metadata
& ensure consistency
across plateforms
for radio, programs,
hosts, and content
1
Audit existing
metadata (review show
titles, descriptions, tags)
5
Leverage metadata
for advertising &
monetization
Valid the name & logo
of the radio is up to
date

29. In summary, Metadata helps radio stations to:
Improve searchability & discovery
Enhance user experience & engagement
Enable multi-platform distribution
Increase monetization & ad revenue
Support accessibility & compliance
Be Found. Be Heard. Be Relevant.
• Stations must embrace AI-powered metadata to stay relevant.
• Metadata will drive smarter, interactive, and on-demand audio experiences.
• Monetization will depend on contextual & personalized advertising.

30. A HOLISTIC DATA STRATEGY
FOR LOCAL RADIO
1. Metadata as the foundation
2. Leveraging first-party data
3. Integrating third-party data
4. Contextual data for enhanced engagement
5. The power of open data
6. Data governance and compliance
7. Future-proofing with AI & automation
8. Building a data-centric culture

31. Nicolas Moulard
Smart Media Specialist @ Actuonda
moulard@actuonda.com
+32 4 65 93 26 74
www.actuonda.com