Radiodays Europe, The annual pan-European radio conference for leaders from public service and commercial radio as well as related industries, is taking place in Copenhagen 17-18th March. The conference is an arena to discuss radio now and in the future. But, what role does radio play in the lives of younger generations? Inculture will reveal some of the results from their research in this field. To a younger genation it is essential to be part of the ‘flow’. They live in a community of ‘conversation’ rather than ‘information’. Everybody agrees it is important for media producers to understand how new technology can make it easier for consumers to access media. But even more important is to understand how new technologies fundamentally changes everyday behaviour. Media cannot be seen as something separated from everyday life of the consumers.