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NHK Uses App to Engage Youth

Increases programming targeting younger demographic

NHK says its new mobile radio app has been downloaded 3 million times, the Japanese public broadcaster announced at RadioAsia2014 in Colombo, Sri Lanka.

During the conference, NHK Radio Program Director Koji Ogawa explained that studies indicate that 70 percent of the Japan’s young adults (those in their 20s) have accessed the Internet from a mobile device. Therefore the mobile app enables them to increase listening from a demographic that is not traditionally connected to radio.

About 38 percent of those who downloaded the app said they had never listened to NHK radio previously. This has prompted the broadcaster to add more youth-oriented programming its offerings on the app.

He also noted the success was especially evident in the country’s larger cities.