The Radio Today website (radiotoday.co.uk) wanted to set itself up to be the go-to site for all radio industry news, both in the UK and overseas and they wanted to create this in a fun and engaging way, which didn't compromise the beauty of the medium of radio.

- To maximise traffic to the site - To set RadioToday.co.uk out to be the leader in radio industry news and commentary - To illustrate the benefits of radio

TDC created a weekly podcast which would provide expert analysis on the current state of the radio industry, with commentary from industry professionals. This encompassed in-studio discussions, outside broadcasts from radio industry awards and events, industry news bulletins and interviews with media owners and technology providers. Recently, a segment on radio history has been added.

The podcast led to an uplift in traffic to RadioToday.co.uk and the podcasts themselves were shared many times over by influential commentators, media owners and the general listening public. Radio Today has seen an increase in its influence upon the thinking of the UK radio industry, as it is now able to provide regular expert commentary on the radio industry in general, as well as interesting features about the industry.