Local Radio: What Happened? Nic Pandolfi Asks...

Multi-award-winning radio presenter Nic Pandolfi reflects on the transformation of local radio, a topic often debated by enthusiasts. While acknowledging the current challenges, particularly at BBC local radio with reduced broadcast hours, Pandolfi expresses gratitude for his formative experiences there.

June 10, 2025
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Local Radio: What Happened? Nic Pandolfi Asks...

Someone, somewhere on a radio fanatic forum, is probably asking: "What happened to local radio?" It’s a question that resonates, especially with the current cuts to BBC local broadcast hours. Having worked across national, regional, and local radio – both speech and music – for many years, I’ve had a front-row seat to its evolution.

My time at BBC local radio was largely enjoyable, and I owe it a debt of gratitude. It taught me so much. I even bagged a few awards and consistently grew audience share – though I also got sacked twice, which adds to the rich tapestry of a radio career!

One observation I’ve always made is how different some on-air personalities are face-to-face. Radio is a brilliant medium for the shy to appear confident, but often, the true character is quite introverted. I, however, am the same off-air as on. Perhaps that's my stage school training and working at the BBC aged 11 shining through. And yes, I talk in my sleep. Maybe I'm just a gob on a stick, yes that is it.

I never really enjoyed much of the music I had to play at any of the stations I worked, apart from my stint at Liberty in London where proper cheese was on the menu – and I do like a bit of music cheese! What truly baffles me now, with years away from the local elelment of radio, is the anger surrounding change in radio. Losing jobs with no notice is awful, I know this firsthand. But change is inevitable, and the audience's needs shifted years ago.

BBC local radio is a true asset, often undervalued, misunderstood, and even ridiculed. But it connected with its audience like no other BBC branch. Commercial radio, however, was always a business model. The listener, in my view, played second fiddle. When I returned to commercial local radio, I heard constant moans about the BBC not being truly local. My response was always: “Isn’t commercial local radio to blame for the state of commercial local radio?” We had the choice to be truly local, but too often, it was just "high gloss wallpaper." It became background noise; advertisers were happy, but nobody was intently listening.

Commercial radio, in many ways, transformed itself away from its local roots. When my local station became regional, then national, few even noticed. The traditional local radio presenter effectively vanished. While some moved into new careers, others started "bedroom FM" stations. I admire the spirit behind these, but I honestly don't quite "get" them. These shows often broadcast from a bedroom with unpaid staff, using recorded links, and are frequently miles away from the very community they aim to serve. While "bedroom FM" could be a great stepping stone for new, young talent, it often seems to appeal more to a middle-aged demographic, with their spare time. It's not truly local, and with such a tiny listenership, it's never going to be impactful for advertisers. It's not radio as I understand it, though if it keeps people busy and happy, that's fine. If it were genuinely a training ground, that'd be fantastic, but it's rarely a springboard to a frontline career, a role I think parts of community radio fulfil very well

So, most commercial local radio as it was has gone. The big brands battle it out with similar products. And then there’s dear old BBC local radio. Less local than it was, fewer hours, but still connecting, delivering the core elements Frank Gillard envisioned: a local speech service where the community can be heard.

People moan about the BBC, but if it took advertising, commercial media operators would collapse – there isn't enough ad spend to go around. BBC local radio, with its news, audio, and web presence, feeds into the national conversation like no other. Is BBC management mistaken at times? Probably. Could I do better? No!

The media isn't the powerhouse it once was. News is on your phone. School closures are on WhatsApp. We have changed how we shop, get news, and work. And yet, some former radio colleagues love to put the boot in. BBC local radio has had to change because its audience changed. Not all changes were kind, but it had to adapt. Nothing "went wrong"; it simply changed, like so much else around us. From football to news, a friendly voice, tips, a shared love of home – BBC local radio is still doing its best, and I think it’s doing rather well.

If you want locally produced news, information, and entertainment from local presenters and dedicated newsteams at the times of the day most of us choose to switch the radio on - it's BBC Local radio.

If you don't care where your radio station is based, you are spoilt for choice and if you have a spare bedroom, maybe start your own radio station.

Nic has presented in local, national and regional formats of radio in the UK. as well as in the US. and New Zealand. He was twice named BBC radio presenter of the year for his work at BBC Suffolk and won an NTL for radio work in London.