MODERN TACTICS FOR ACTIVATING USER CONTENTIN RADIO BROADCASTS

The development of the Internet and new technologies has had a tangible impact on traditional media, in particular on the functioning of radio. Age plays the role of user-generated content as a factor in the development of radio broadcasting and its further democratization. The article reveals the advantages of using amateur content on the air of stations, analyzes the role of UGC in transforming the interaction between communicators and the audience, and examines the issues of optimizing the involvement of UGC in the programming of radio channels. Strategies of broadcasting program policy are analyzed, through which user-generated content on air can manifest itself as an effective tool for maintaining the branding of a radio station. Various tactics for activating the audience are given, such as stimulating listeners to create content, expanding the range of ways to place user-generated content in the broadcast day program, integrating it into promotions of radio channels, attracting famous media personalities and opinion leaders. Both radio broadcasts that partially use UGC, and radio projects entirely built on its basis are considered. The risks associated with uncontrolled content and unprofessional technical support of amateur content are identified.The author pays special attention to the visualization of radio content and the use of YouTube as UGC promotion. The potential of interaction between radio and new media in revealing the creative abilities of the audience is revealed, and the peculiarities of using user-generated content in the off-air activities of radio broadcasters are revealed. It is shown that listeners’ original materials have a significant impact not only on the content, but also on the stylistic component of the broadcast. The publication substantiates the position that user content not only modifies radio broadcasts, but also transforms the editorial policy of radio stations as a whole.