Let the research begin: Paragon retained for LA Public Media project

Radio Bilingüe has retained Denver-based Paragon Media Strategies to conduct research for its LA Public Media Project, a multiplatform service aimed at young minority listeners in Los Angeles. The contract, announced late yesterday, calls for intensive research to identify the audience and test content for the service, slated to launch next year on a yet-to-be identified radio channel and digital platforms. "For the first time, a national media research firm will be studying this young audience to find out what it wants from a public media service," said Hugo Morales, executive director of Radio Bilingüe. "Our goal is to work with Paragon to map out the needs and aspirations of this audience and design and test content that resonates with them." Paragon, helmed by programming consultant Mike Henry, has worked on many public radio start-ups and service expansions, including Radio Milwaukee, The Current in Minneapolis, and, most recently, KXT in Dallas, the Triple-A station launched last month by KERA.