Cadena SER launches new audio-first website

• The redesign of Cadenaser.com represents a further step forward in PRISA Media’s ongoing commitment to ambitious digital transformation
• In keeping with an audio-first philosophy, the new website has overhauled its information hierarchy to put live audio and podcasts center stage
• The shift in concept makes the site a key platform for SER's news and audio content, already available via other digital channels such as smart speakers and the mobile app
• What sets the SER site apart is that users can access not just national and international news, but also local news, thanks to the integration of more than 100 sites from all major towns and cities

Cadena SER has launched a new website as part of its unstoppable process of digital transformation, aimed at improving audience engagement with the brand. The website revamp represents a significant qualitative leap in terms of image and user experience, but, above all, a major conceptual shift that puts audio center stage.

“At a time when audio consumption is booming worldwide and with users increasingly demanding reliable, quality news and information, our leading radio station is committed to innovation and the transformation of its website, reconceptualizing its value proposition”, explains Ignacio Soto, Managing Director of SER. “Cadena SER has overhauled its information architecture, simplifying access to content for both the listening user and the reading user. Thus, the new information hierarchy enhances the offer of live audio and podcasts, thereby covering the needs of the user who seeks to consume audio. We also give greater visibility to radio and content in this format”, he added.

Audio first: a website focused on audio

One of the fundamental pillars of this new website is the application of the audio-first philosophy, which means prioritizing audio when it comes to news and entertainment. With this transformation, live broadcasts will always be available through a web player, ever present as the user browses the site. In addition, all on-demand audio and podcasts that were previously served via an external player now become an integral part of Cadenaser.com, thereby offering the user a much clearer showcase of all the audio content available. This also fosters the discovery of new podcasts through recommendations by category and based on consumption.

"This new concept of CadenaSer.com is a fundamental step in the process of digital transformation initiated in Radio across all digital consumption channels. We have made every effort to present the user with a clear and structured offer both for the reading user and for the listening user, and we’re committed to a much broader and more personalized consumption of our audio", said Ana Ormaechea, CDO of Radio.

Combining local, national and international journalism

This new design facilitates access to local, national and international news, with users being able to filter content according to personal preference. It also organizes content clearly by importance, ensuring that the user is kept up to speed at all times with current affairs, sports and entertainment. Needless to say, it’s adapted for mobile devices and designed to be used on the go. The new information structure categorizes content into very specific topics and is simpler and more intuitive, meaning that the user can quickly and easily locate the content that interests him or her most.

Local journalism takes center stage on the new site, where the reader can quickly access specific information on any available city. With more than 100 local sites integrated into Cadenaser.com, plus more than 150 live radio stations and all the podcasts of the local stations, local content accompanies the user round the clock, and can be accessed through the navigation menu itself or the web player.

Digital transformation: A new content manager

With the goal of unifying and updating PRISA Media's content managers, Cadena SER will be integrated with the ARC tool, developed by the Washington Post, thus following the example of EL PAÍS, which is already using this system. WRadio, and Diario AS are also integrated into this shared platform, which enables and enhances synergies between the different media that make up Prisa Media.

This new tool allows journalism professionals to optimize their time with simpler workflows in newsrooms. In addition, the implementation of this new system on the SER website translates, for listeners, readers and viewers, into a significant improvement at the level of user experience. They’ll immediately notice  a cleaner homepage and improved readability. The system also fosters greater interactivity with the user by expanding the offer of newsletters from programs and stations.

The new website thus joins PRISA Media's commitment to innovation and new distribution channels, such as the development of smart speakers – where more than 8% of digital audio is already consumed – and mobile applications, which account for a significant proportion of podcast and live audio consumption.

With these latest changes Cadenaser.com embraces new technologies and reaffirms its commitment to informing listeners, all while responding to their needs and demands. It thus adapts to the range of different ways of consuming audio and recognizes the real value of the presenters on whom thousands of people rely every day for information and news.

Cadena SER thus builds on the strength and leadership of its live radio with the very best audio content. Total Listening Hours (TLH) stand at 14 million per month, and there has been a 38% increase in audio on demand in the last year to reach the record figure of 25 million downloads per month.