ARLA/CLUSTER: Só possível no tempo de emissoras pela Internet: Times Radio UK é confundida com a Times Radio Malawi pela Alexa

[João Costa > CT1FBF]

Times Radio launches with Boris Johnson and Malawi mix-up

*Times Radio* launched with a large budget, high-profile presenters and an
exclusive interview with *Boris Johnson*.

Unfortunately, the new national speech radio station from Rupert Murdoch’s
News UK had not banked on its big unveiling being disrupted by an outlet
with a similar name in Malawi.

Many of those trying to tune in to the station via Amazon’s smart speakers,
Alexa, were baffled to be directed instead to *Times Radio Malawi*, a music
and talk station based in the east African country.

Rather than hearing the Times Radio breakfast show hosts, Aasmah Mir and
Stig Abell, hold in-depth discussions on the prime minister’s education
policies, listeners were treated to a Chichewa-language discussion of
Malawi’s politics and some upbeat music.

Smart speakers are a crucial way of reaching new radio audiences as a fifth
of British homes have one, with them often replacing radios in kitchens.
However, the issue highlights the lack of control local broadcasters have
over interfaces designed by international tech companies that struggle to
adapt to local needs.

Users of Google’s smart speakers also reported problems hearing Times
Radio, with the voice assistant redirecting listeners to Chris Moyles on
Radio X – after mistaking the word “Times� for the multiplication sign.
Times Radio is also broadcast on DAB radio, online and via an app.

The new station, which is heavily staffed by former BBC presenters and
producers, is being run without adverts as a promotion for the Times’s
digital subscriptions, in the knowledge it will make a hefty loss for the
first few years.
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