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Informed & educated: when public service radio learns from the commercial radio sectorUsing the Irish Radio Industry as a case study, this chapter illustrates how the Public Service Broadcaster (PSB), Raidió Teilifís Éireann (RTÉ), was slow to react to change and the effect this had on the organisation’s competitiveness. This chapter analyses how RTÉ’s youth radio station, RTÉ 2fm, lost its place as the market leader to the competition including commercial station Beat and other stations as it resisted the required technological, social and economic change which ultimately affected its listenership. The author argues that the independent sector led the way in innovation and affected change which greatly benefited the industry as a whole and brought it into the digital age. This research was based on a methodology involving in-depth interviews, online surveys, textual analysis, direct observation and a longitudinal content analysis.