The panel discuss how social media has been a game changer, and with tools like Twitter, Facebook and Tumblr now enabling greater audience engagement, having a conversation with your audience is clearly important. Even YouTube has a role to play and may now be the new hunting ground for talent – the likes of Dan and Phil and Charlie Sloth attest to that – so taking creative risks remains key to how successful your innovation will be. Being local with a small budget is no bar to innovation either, as stations like Jack FM have shown, making the most of their branding and budget and reaching their key audiences in an immediate and relevant way.