Due to the need to cover six different time zones, the Canadian model proposed by Rémi Villeneuve of Radio Canada is very different. For Radio Canada, which comprises two stations, has one which incorporates regional channels while the other is dedicated to culture. Today it is possible to see a wakening of regional identities, a cultural mosiac and a willingness to face the world and go beyond self-imposed borders.

Regional stations have a strong tendancy towards local content, having a role of observor, and of revivalising social and culture life.

In order to help these regional stations, Radio Canada has recently established creative workshops whose objectives to "innovative, challenge, teach" will enrich the regional programming of these stations (Christmas stories, interviews with taxi drivers, buskers, hobbies). Another innovation is the provision of press reviews, weather forecasts, sports items, and sound clips to regional stations by main news services.

Who listens to local radio? In defining strategies, which audience measurement system should be used? How does one adapt to a local audience? Must radio stations reflect the characteristics of their local audience?

Vaclav Hradecky, CR (Czech Republic), has seen a fall in the number of listeners of public service radio. A survey was conducted in order to analyse listener behaviour: how much music and speech does the listener want, what is the ideal type of radio programme and what kind of music and debate should it include. As Vaclav Hradecky summed up: applying the conclusions will, of course, be another problem.

Ulrich Neuwoehnerm, SWR (Germany) presented the results of a survey that had looked at the types of listener: the "wild bunch", new culture, traditionalists, open-minded, home birds, retired. The "wild bunch" prefer to have fun, have an outside lifestyle, non-conformist, like hip-hop and consider radio as being a rather unsexy medium.

Conclusions have been drawn and SWR's different radio stations have taken the results into consideration.

Like the day before, the afternoon was dedicated to small workshops with the following themes:

• Networks/Syndicats. Comparison of different experiences: success or failure? There is still work that needs to be done, for example, Belgium has a big problem with traffic news but one day it may be capable of going beyond national boundaries and broadcasting in French, Dutch and German.
• Marketing of local radio: Overcome an inferiority complex and by which method. The examples described depend upon the country: trade barters, concerts, meetings with listeners, working with non-profit making organizations, publication of a magazine. One common theme appears: know your market.    

The seminar finished with a presentation by Michel Meyer, Radio France, director of national broadcasting for France Bleu, who introduced City Radio, the new station of Radio France (Paris): a local station broadcasting to a sector with a population of over 10 million. The key words: services and music.

Services:

• air, road, and rail traffic 
• global news on the hour and every half an hour
• local news at 15 and 45 minutes past the hour
• life in Paris according to "city reporters" 
• Music: tracks from the 1980s   

Target: 35–45-year-olds, men and women, white-collar workers, shop-keepers, people going to work (6 million, from 06.00 to 09.00).

Aims: quality, precision and information in a popular format which will also appeal to 4,000 car drivers and 3,000 bus drivers.