Substantial categories will enter radio only once broadcasters have the permission to air news. In international markets, programming line-up consists of talk plus music and talk is extremely relevant to a consumer’s life. With news and topical information, every player’s offering becomes very unique, whereas in music it is duplication of content. News and current affairs will help every broadcaster take their own stand and create unique superior content. Also, consumers of radio are ready for news content. Our experiments with fictional talk content have been received really well. Consumers are ready for much stronger content. Also, news will help broadcasters create their differentiated voice and thus create loyalty among their audiences.