"Those editorial buckets," Ben Chapman, Head of Digital for Radio at the BBC explains, "allow us to surface a lot more content than perhaps we would have done otherwise." The broadcaster doesn't have the licensing deals to offer true track-by-track control - so you can't skip a song like you would in a Discover Weekly playlist - but it can aim for a similar level of curation and personalization. Instead of a traditional playlist, though, the BBC is offering a selection of highly targeted shows. These labels are similar to the genre tags in Apple Music and other music-streaming apps. All of these contain a mixture of hand-picked podcast and on-demand radio. The app has categories, too, including hip hop, classical, crime and science and technology. #Bbc radio widget upgradeThere are Collections, for instance, with labels like Funny Chat, Upgrade Your Life, Live Sessions and Dance Mixes. The broadcaster, however, is changing the way it surfaces content to better match the experience found on major streaming services such as Spotify. At its core, the service is still a hybrid radio and podcast player. The new iOS and Android app, available today, will eventually replace iPlayer Radio. What, if anything, should the BBC be doing to counter these apps? With BBC Sounds, the organization may have finally found its answer. But the threat of Spotify, Apple Music and now YouTube Music still looms. In response, the Beeb has embraced the podcast medium, packaging up new and long-time shows including The Archers, Desert Island Discs and The Infinite Monkey Cage. Their influence, though, has waned in recent years as podcasts and music-streaming services have exploded in popularity. For almost a century, the British broadcaster has run a variety of national and regional radio stations to great effect in the UK.
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