What impact could entertainment content have in 2022: Part one

Jocelyn Stevenson, who received a BAFTA Special Award for her writing which includes Fraggle Rock, The Magic School Bus and Barney & Friends, says: ‘I would like to see entertainment content start to shift the human narrative away from the story of separation towards a story of unity.

‘We need to see vision after vision after vision of the beautiful world we know deep down inside is possible. We need content that nourishes our creativity, our dreams, our hearts rather than feeding our fears, hostility and sense of being a separate self lost in a world of “other.” I would love to see our entertainment content frame the immense difficulties we’re experiencing now as a path to transformation rather than the road to destruction.’

Unity was also a key theme for Sam Bailey, MD of the Audio Content Fund, a government-supported scheme to provide funding for original radio and audio content, and MD of The Radio Academy. He says that there is an opportunity for radio to change lives – and keep its competitive edge over streaming services by doing so. ‘I want music radio brands to remember to be brave – to think about the importance of the stuff between the songs,’ he says. ‘It’s through creative, compelling content that radio will keep its distinctive edge over streaming services, and how it can bring listeners together and make a difference.

‘In the early stages of the pandemic, we saw how radio can help unite people, comfort them, and ease loneliness through shared listening experiences. People love listening to music, and a good music selection is a real art form – but it’s the stuff in between the songs that can change lives.’

Award-winning journalist and author Dhruti Shah said: ‘Entertainment content is what reaches the masses. It’s able to take current affairs and make it resonate using storytelling methods that often, sadly, get compartmentalised elsewhere. When watching dance, you are absorbing more than dance – those watching are absorbing stories, culture, heritage and histories. They are absorbing political statements and conflict. When listening to songs, you can be hearing tales of crossing borders and race relations conveyed through key rhythms and melodies. When it’s a gameshow or quiz panel, you are accessing a library of knowledge.

‘So the impact I would like entertainment content to have in 2022 is to take ownership of this and those who are involved in this industry to be transparent about the edutainment that occurs in entertainment. I think our audiences would respect that.’