Perhaps video did not kill the radio star, after all. Despite growing investment by many top business schools in video-led Moocs (massive open online courses) to target marginal consumers of business education, one of the world’s leading schools is to harness the power of radio to reach the masses.
The University of Pennsylvania’s Wharton School is partnering with SiriusXM, the US satellite radio broadcaster, to launch a channel dedicated to business management.
Programmes on the 24/7 channel will be presented by Wharton professors, who will host regular slots alongside executives, entrepreneurs and expert guests.
“This initiative aligns well with Wharton’s reputation for innovation and will allow us to reach a broad range of mainstream listeners interested in business topics,” says Thomas Robertson, Wharton’s outgoing dean.
The project looks to disseminate Wharton faculty’s business knowhow in an entertaining and accessible manner for a broad, mainstream demographic. “The range of topics will be expansive but the discussion and conversation will surely be useful every day in our listener’s own working lives,” says Scott Greenstein, president of SiriusXM.
Among the leading Wharton faculty expected to present radio shows are Jeremy Siegel, a professor of finance, and Karl Ulrich, the school’s vice dean of innovation. The latter is pencilled in to host a programme in which new business ventures will launch on air.
The radio channel – named “Business Radio powered by the Wharton School” – is scheduled to start broadcasting in early 2014. It will be available to SiriusXM’s more than 25 million fee-paying subscribers on SiriusXM channel 111, online and on connected devices.